Bora founder and owner Willi Bruckbaurer and team Bora meeting the European dealers at the finish line.
Anyone who knows anything about professional cycling knows that a pass onto the Champs Elysee for the finish of the Tour De France is a hot ticket. So when I was invited by BORA to spend the day in a hospitality pavilion just 10 metres from the finish line I naturally jumped at the chance!
Bora, who manufacture the fantastic cooktops with revolutionary integrated downdraft extraction, which are taking Europe by storm, are sponsors and creators of the Bora Argon cycle team. It’s a young team of relative outsiders battling against the super teams of Sky and others and the team’s story is as remarkable as the company’s own.
Just seven years ago BORA was created to design and build the radical cooking hob with the in-built extraction built into the cooktop , and to challenge the established giants of the kitchen appliance industry. Ambitious amateur chefs around the world now regard the original product range from BORA as an indispensable masterpiece.
The product has proved so successful across Europe that after just four years of trading the company was able to fulfil the dream of its founder and inspiration behind the revolutionary system
Willi Bruckbauer, to set up and sponsor a pro-cycle team and to be invited to enter the World’s’ greatest cycling event.
So with great excitement we took place at the finish line to watch the exciting finale of the race.
Eight, 8 gruelling laps of the Champs Elysee which would feature a breakaway sprint of specialist sprint cyclists including BORA’s own Sam Bennett who would finish the stage in 9th position. The team came a reputable 15th overall which given the enormous backing of the super teams was a truly magnificent achievement.
Next year BORA will be back and will have grown in reputation on the track and road and this new team’s future looks set to grow and grow…as does BORA’s market share of the cooktop industry across Europe. It’s a beautiful product from a dynamic company…and if you don’t believe me come and have a session on it in our showroom.