Starting one’s own business is never easy. Everything always takes twice as long and costs twice as much as you originally thought. But our adventuresome duo was not easily daunted. Successful professional athletes are by their very nature both focussed, resilient and driven: key competencies which Petra and Geoffroy possess in abundance and apply to steer the business in the right direction. It continues to be a steep but very enjoyable learning curve for them both.
One critical success factor has been G4’s choice of on an Italian based manufacturer. Both Geoffroy and Petra felt it was important to find a company that shared their values, understood what they were trying to achieve and had access to all the latest technology and fabrics. Even so, all the G4 products are put through an exhaustive testing process to ensure they deliver on their promise. This is where family and friends are only too happy to lend a helping hand and provide vital feedback for G4’s on-going development.
The brand’s visuals are also very design-led as you can see from its distinctive packaging, promotional stand and brochures. This is not by chance. Every aspect of what G4 does is driven by the couple’s desire for perfection “Cycling Perfection.”
Forward planning and preparation are also requisite as it takes an inordinately long time to turn ideas into reality on the G4 warehouse or shop shelves. Designs for the following season have to be finalised a year in advance, allowing time for the samples to be thoroughly tested and changes made pre-production. The final product will only be available for the new catalogue photo-shoot when Petra and Geoffroy are happy with it. There can be no better models to show off the G4 range than the founders themselves!
Links: Part One – Introduction
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