Organizing a granfondo and any event in general is increasingly complicated. High costs, bureaucracy, difficulties in obtaining permits for the cycling event, various ties to the local area, and even the lack of generational turnover among the organizers themselves.
We spoke about it with Sandro Stevan , organizational manager of the Granfondo Fenix Bra Bra Specialized Langhe Monferrato Roero , which this year celebrated its 33rd anniversary (21 editions managed directly). Stevan was also a protagonist in the 2021 Giro d'Italia , when a stage of the Giro d'Italia started right in Bra. A life dedicated to cycling and organizing promotional events.
Thirty-three years is a great achievement, a well-deserved historic granfondo label!
I'd say so. Bra Bra was founded in 1992 thanks to a municipal initiative and to promote the area . This also included the goal of providing an additional boost to the tourist season , which for us is centered between late summer and autumn, thanks to the wine-growing area, truffles, and food and wine in general.
Over the years, has the granfondo become much more than an appendix?
As the seasons went by, our event became a benchmark . We started with around 500 participants, we've surpassed 2.500, and thanks to cycling, our region is known throughout the world . I'd add that it's also thanks to cycling that we became a UNESCO World Heritage Site.
You have also combined three territorial contexts that are both close and distant at the same time!
Langhe, Roero, and Monferrato —all three are touched by the route. I've always imagined this approach as a sign of respect for the magnificent lands that host us.
Has Sandro Stevan, the organizer, never compromised?
I've never compromised on the quality of the event, from the race pack to, obviously, the overall quality of the event. It's true, there are many aspects to consider and the situations that arise are very different. Organizations like ours also depend on the decisions of others . Achieving a quality product is possible, and we've been recognized for this. It hasn't always been easy , but we've achieved some great things.
Sponsors with important and weighty names, did this also count?
Such an important aspect. Big names like Specialized and Fenix have supported us financially, in terms of promoting our image , and for the prestige they've given us. Sometimes, having companies that, in addition to investing, are also very passionate about our work is a significant added value.
One aspect that was more difficult than others during the organization phase?
Two factors that always give me a headache. Leaving aside the aspects strictly related to the organization of the granfondo, the first headache comes when I realize I have to depend on the decisions of others . The second is the work of weaving together —because that's what it is—the various local authorities and administrations. It requires a lot of work, and it needs to be done delicately.
So, a lot of work behind the scenes?
It's a huge undertaking that sometimes goes unrecognized. At the same time, amateur cyclists who participate don't know that organizing a granfondo isn't a two-day job.
We imagine a great effort will also be made to find trustworthy people to lend a hand!
Fortunately, there are some, but fewer and fewer. In my opinion, the very aspect linked to a virtually non-existent generational turnover of organizers or those unwilling to assume organizational responsibilities is one of the factors fueling this selective and declining number of amateur and granfondo events. I too will be leaving after the edition taking place on May 17, 2026.
Bad news!
I believe I've given a lot to cycling in all its forms, and cycling has given me a lot. I'm leaving for personal and professional reasons , especially considering that my actual work is elsewhere. I'm sorry, but it's also true that the time has come to pass and get back to enjoying some rides , perhaps as a participant in a granfondo, as a passionate cyclist.
