"Specialized ends the whole Ambassador program", reports Gearjunkie, Cycling Weekly headlines: "Dropped by phone, email or simply ghosted: Specialized's sudden termination of its ambassador contracts". More sober - and as it turns out, closer to reality - reports Pinkbike: "Specialized cuts global ambassador programme".

One thing is clear: after the coronavirus hype, the wind is blowing against bike companies again. The excess demand has ebbed away, now dominated by high energy prices, further rising costs and interest rates. The warehouses are full, the party is over. The reports of ambassadors being made redundant mainly concern the USA and the UK. It seems that costs need to be reduced there - or in marketing-speak: a realignment needs to take place.

Switzerland promises good news

In Switzerland, Dave Spielmann is responsible for the brand ambassadors, among other things. These include guide Daniela Michel and enduro rider Max Chapuis. "Both will continue to represent our brand in 2023," says Spielmann, "and there will be more to come." He cannot name any names yet, but the agreements are fixed, he explains. In the new year, Specialized will report positive news about Swiss ambassadors, according to Spielmann.

mso-ansi-language:DE-CH;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">Only one and a half years ago, the original American bike brand set up a Swiss branch and is still in the process of expanding in this country. This is evidenced by the opening and takeover mso-ansi-language:DE-CH;mso-fareast-language:EN-US;mso-bidi-language:AR-SA"> of two individual bike stores in Zurich and mso-ansi-language:DE-CH;mso-fareast-language:EN-US;mso-bidi-language:AR-SA"> Fribourg and the Ciclissimo store chain with eleven locations in French-speaking and north-western Switzerland.