In February 2006, Tanja Frieden won Olympic gold in snowboard cross in Turin, followed by further successful seasons in the top 3 of the world rankings. In January 2010, the Thun native crashed heavily in a qualifying run of a World Cup race and ended her professional career after fifteen years of competition due to her injuries.

Ambitious even after sport
Following her active sporting career, the 37-year-old successfully repositioned herself professionally as a mental coach for athletes and business representatives, as well as giving regular talks. Frieden was also at the forefront of Swiss television alongside Bernard Russi in the summer of 2011 in the series "sporterlebt".

Next stage: Qloom
Frieden is now setting his sights on the next step in his career and joining Swiss bike clothing company Qloom. "Qloom caught my eye more than five years ago, I already had points of contact when I was filming a commercial and via my involvement with bike manufacturer Scott," says Frieden.

As Frieden told Ride, it was important for her to take the step into the business world, but to combine it with her own values. The philosophy of the brand and the attitude to life that the Qloom brand conveys are a perfect fit.

Premiere at the Eurobike
Frieden made his first official appearance for Qloom last week at the world's most important bicycle trade fair, Eurobike in Friedrichshafen. A role as ambassador will also be part of her remit in the future: "I'm looking forward to helping to develop the brand further and increase awareness as an ambassador." When asked about other tasks, the new Qloom partner mentions that she wants to provide new impetus with "lateral thinking" and also work in the background on the strategic direction of the company.

Function and aloha spirit
Qloom was founded in 2007 by Didi Rüegg in St. Gallen and stands for bike wear that not only aims to impress with its functional aspects, but also draws inspiration from surf culture in its design. "I am delighted to have found a partner in Tanja Frieden who, thanks to her high profile, can strengthen Qloom and ideally embodies our values," says Rüegg about the new shareholder.

www.qloom.com