In this powerful episode of the Ride to Success Podcast, host Pedro Couto Lopes sits down with Rob Cappucci, Director of Advocacy and Industry Partnerships at SRAM, to dive deep into the role of advocacy investment in shaping the future of cycling.

Rob shares how SRAM’s strategy goes far beyond components—it's about trail access, youth empowerment, urban infrastructure, and unlocking cycling’s cultural power. From behind-the-scenes collaboration with rival bike brands to launching inclusive initiatives like NICA and City Thread, Rob pulls back the curtain on what true industry-wide advocacy looks like.

Whether you’re a cyclist, policymaker, brand leader, or community advocate, this episode will challenge and inspire your view on what the bike can do.

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