Greg Van Avermaet has been appointed Head of Riding Experience at Italian bicycle manufacturer Basso Bikes, marking a move into the cycling industry for the retired classics specialist.
The Belgian, who won Olympic gold in Rio in 2016 and claimed Paris-Roubaix in 2017, will work directly with Basso's R&D team while also representing the brand at events and community rides.
"Basso has spent nearly 50 years perfecting the riding experience," Van Avermaet said. "I've spent my life chasing that 'Gold' feeling, the moment the machine disappears and everything just clicks. As Head of Riding Experience, I'm here to bridge those two worlds and lead Basso's product evolution."
The appointment comes as Basso approaches its 50th anniversary in 2027. Founded by Alcide Basso in 1977 in Vicenza, the company remains one of the few family-owned bicycle manufacturers in Italy, now led by a younger generation including CEO Alessandro Basso and Marketing & Product Manager Leonardo Basso.
"For anyone who grew up with cycling, Greg Van Avermaet is more than just a champion; he's a benchmark," Leonardo Basso said. "While his palmarès is legendary, it's his aura that truly stands out. From his signature style to his tactical grit and charisma in the bunch, Greg represents the soul of the sport we fell in love with."
Van Avermaet's responsibilities span three areas: developing products alongside the R&D team, riding at brand experiences and events, and shaping the company's future direction. He will translate his 18 years of WorldTour experience into technical feedback for Basso's frame development.
The Belgian retired from professional racing at the end of 2023 following an 18-year career at the sport's highest level. Nicknamed "Golden Greg" after his Olympic victory, he accumulated wins at Gent-Wevelgem, Omloop Het Nieuwsblad and Tirreno-Adriatico, wore the Tour de France yellow jersey for 11 days, and finished 2017 as the world's top-ranked rider.
Since retiring, Van Avermaet has competed in gravel racing and triathlon, winning the Ironman 70.3 World Championship in the M40-44 age category in Marbella in November 2025.
He had recently indicated a desire to step back from intensive competition and expressed interest in an industry role focused on technical input. That mirrors the trajectory of many ex-pros, including David Millar who is Chief Brand Officer at Factor.
With a rare pedigree in the Classics and newfound authority in the highly desired triathlon market, Van Avermaet could make a unique impact on the shape of Basso bikes in the years to come.
