Sher on Tour 2021 | Sher Active

SHER on tour 2021

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CONSTANT LEARNING and INNOVATION are just some of the foundations of SHER.

Along with our mission to make the best products for cycling women out there we know that it is key to be connected with our customers all the time and learn what their challenges and their dreams are.

To keep the level of inspiration high and to build a dynamic community, the “SHER on TOUR” initiative filled our calendar, and will stop with a real experience on the road, joining the SHER Team at the NOVA Eroica.

FONS BIKES, BREDA (NL) June 18th & 19th 2021

A series of events across different locations found its start in Breda, Netherlands. Why in the Netherlands? Well there are several reasons: first of all it’s a beautiful country to cycle and the bicycle itself is part of a lifestyle. Whether it is for commuting, touring or road biking. We also discovered that Gravel biking has been picked up very quickly and the trails are perfect for it.

Secondly we partnered up with FONS bikes: one of the first brands that designs the most beautiful road and gravel bikes for women and is so much aligned with SHER’s vision to make the best products for women.

And the showroom of FONS was actually our ultimate destination for the weekend of June 19th 2021 where we co-hosted a beautiful test and try event with the opportunity to test FONS bikes and touch, feel and try SHER cycling clothing. Obviously we couldn’t miss out on bringing some nice Italian specialties, food and wines to the Netherlands.

We were impressed how easily SHER cycling clothing blend into the FONS showroom and learned so much again about dutch women cycling habits. Thank you Netherlands!


One of our destinations in our hometown is the concept store Leaos. Displaying a world of modern cycling with selected unique brands, the store in the heart of the historical city centre of Bolzano is a destination for all cycling fans. LEAOS stands for futuristic e-bikes for city biking, mountain biking and touring designed by famous Harry Thaler.

A great spot for SHER to get together and learn more about women cycling and share personal insights about the SHER collection.


Back home in South Tyrol, on June 24th our Tour took us to the beautiful Val Pusteria, the most eastern part of our region.

Christian Pircher, passionate cyclist and owner of the famous Hotel Adler in Villa Bassa opened the doors for us. Adler has become meanwhile a destination for cyclists, and Villa Bassa is not only the venue for one of the hardest Mountainbike races, the Dolomiti Superbike, but located beautifully in the middle of the gorgeous Dolomites with its breath taking landscapes.

As a collector of Vintage bikes, Christian has refurbished the historical Dance Club of the Hotel to make space for all the beautiful Bianchi’s and Moser’s. This converted “museum” turned into a perfect location to enjoy an evening in good company, discover the SHER collection and get new insights about “Injury prevention for female cyclists” from Ulrike Rier, owner and founder of the Yhsio Studio for Physiotherapy.


The last day of June we moved more South, probably to the most popular wine region of South Tyrol. As historic wine region already from the times of the Romans, this areas is not only delivering amazing red and white wines, but is also a very diverse and beautiful area for cycling.

The landscape offers everything you need: from the famous Wine Road, to Passo Mendola and Passo Palade, the lakes Caldaro and Monticolo it offers great trails for Gravel biking, Mountainbiking and Road cyclists.

Plenty of historical little villages invite for sightseeing, great dining and obviously to visit one of the many wineries.

We spend a great evening at Tenuta Hofstätter, located in the heart of the picturesque village Tramin-Termeno tasting 5 of their greatest wines with the cellar master Franz whilst discovering the SHER collection.


The last leg of our SHER TOUR this summer takes us to Tuscany, the home of the Strade Bianche (white roads) and some of the most famous and breath taking landscapes.

NOVA Eroica is an all road cycling event in Eroica style. An epic experience with modern road, gravel or cyclo-cross bikes it covers various distances with a mix of asphalt and gravel roads.

SHER will participate with a Team that offers a slot to any women looking forward to an epic experience in the saddle across the hills of Tuscany with nice company. We are collecting applications until Friday 9th July. If you like to win a slot in this unique race, send your personal message to [email protected].

SHER will take care of the registration and provide you with a full apparel kit for the race for free.

Looking forward to see you!

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