After the menswear event Pitti Uomo, the kid's wear trade show Pitti Bimbo, and textile fair Pitti Filati, in addition to the fragrance trade show Fragranze, the food business with Taste, books with Testo and dance with Danza in Fiera, Pitti Immagine launches Be Cycle, a new project dedicated to cycling and bike culture, tourism, and lifestyles.

The event, organized and curated by Pitti Immagine and Stazione Leopolda srl, in collaboration with the Municipality of Florence and with the scientific contribution of Toscana Promozione Turistica, will take place from June 26 to 28, in the days leading up to the 111th Tour de France starting from Florence, at the Stazione Leopolda.

Be Cycle will bring together the most important Italian companies in the sector, such as bicycle, components, and accessories manufacturers, along with their latest projects, stories, and new products. Moreover, during the event, the most beautiful cycling tourism routes will be presented, curated by a selection of Italian and international tourist promotion agencies, and the Regions crossed by the three Italian stages of the Tour (Tuscany, Emilia-Romagna, and Piedmont). The three-day event includes a rich and qualified program of talks and meetings with athletes, sports and entertainment figures, industry entrepreneurs, and presentations on cycling culture and new cycling lifestyles. The event's agenda and content production will be developed in partnership with Rouleur magazine, a renowned publication with a global reputation in cycling culture.

"Be Cycle is a new showcase that introduces an unprecedented format on the international. The bicycle, beyond the vast and exciting world of competitive cycling, is increasingly at the center of our daily lives: as a means of transport, a tool for personal well-being, and a product that captivates us with its technical and aesthetic qualities. It represents industry, culture, and passion. Moreover, there has also been a rise in nature tourism around the bicycle and the most advanced plans for alternative urban mobility. We will delve into all these aspects at Be Cycle, creating an extraordinary visiting experience," commented Agostino Poletto, general manager of Pitti Immagine.

Be Cycle
June 26 – 28, 2024
Stazione Leopolda
Florence, Italy
becycle.pittimmagine.com