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At Fusion, we’re invested in our craft, passionate about change and dedicated to leaving a lasting legacy. Our blog is our personal record of the journeys we go on with our clients and as an agency, as well as a commentary on the industry in which we operate.


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Meet the team: Ben Chapman

Fresh to Fusion from France, where he worked for premium bike brand LOOK, we get the low-down on Ben Chapman’s passion for travel and salute his work philosophy of “Get Stuff Done.”

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Advocating for Safer Roads and the Fight for Road Justice

Many people who don’t consider themselves ‘criminals,’ end up committing serious road crimes, frequently with disastrous consequences. This post tells a personal story of the consequence of road crime and looks at the work of the All-Party Parliamentary Group for Cycling and Walking (APPGCW) ‘Road Justice’ report 2023.

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The 'Global Go-To Guy' at Panaracer: Conversations with Jeff Zell

Jeff Zell is Global Go-To Guy at Panaracer. He has been sniffing out cycling trends for Panaracer for over three decades, a career that spans the early days of mountain-biking through to the massively segmented off-road market we have today. While working with him on the new GravelKing creative we took the opportunity to geek out on tyre design and get a tip on what is next in the world of gravel riding.

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A new revolution in cycling: DerbyWheel

Could sports betting offer an economically stable business model for the benefit and growth of track racing? Fusion meets events specialist and co-founder of Revolution and London Nocturne, James Pope, as he unveils his latest venture - the new global Professional Keirin concept known as DerbyWheel, due to hit the boards in 2024. We take a look at his career highlights and what drives his determination to create more cycling spectacles.

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Coverage for UCI Women’s Gravel World Championships. Where is the equality? 

The ongoing battle for parity in women’s professional racing seems to be a case of two steps forward and one giant leap backwards. While this year we have been able to celebrate seeing professional women’s racing grow in audience with The Tour de France Femmes 2023 attracting over 20 million viewers, the lack of television coverage for the UCI Women’s Gravel World Championship is a huge disappointment to fans, racers and sponsors.

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DerbyWheel will bring the thrill of Keirin races to the masses

DerbyWheel, (DW), a new global Professional Keirin concept has announced it will officially hit the boards of the velodrome for its inaugural season in 2024. Two years in the making, DerbyWheel will bring the often thrilling environs of Keirin racing to a global audience, having previously been a closed domestic enterprise in Japan and Korea where it continues to be a hugely successful spectator sport.

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Making children’s journeys to school a joy ride - opportunities and challenges on the path towards a cycling-to-school culture

At Fusion we are dedicated advocates for cycling in all shapes and forms – and that includes the simple act of cycling to school. There are huge benefits that cycling can bring for children, parents, and communities. But there are many challenges to be addressed to make the journey to a widespread cycling-to-school culture smoother.

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Pushing Progression on the Toughest Downhill Mountain Bike Course on the Planet

The ninth edition of Red Bull Hardline saw six of the best women mountain bikers push new frontiers on a course deserving of its intimidating reputation. Red Bull Hardline is known for putting 30 of the world’s best and bravest male riders to the test, as they bid to tame the world’s hardest downhill mountain bike track. Watch the female riders test and progress on the Red Bull Hardline track

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Watch the Tour de France Femmes 2023

Fusion is supporting the Lifeplus-Wahoo team to offer 10,000 GCN+ passes for cycling fans in the UK to watch every unmissable moment of the Tour de France Femmes for free, both live and on demand and #EmbraceEveryMoment with the Lifeplus-Wahoo team.

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