Some collaborations arise because a region is in vogue. And then there are others that emerge after a process of investment, planning, progressive growth, and identity building. The agreement announced between the Val di Fassa Tourist Board and Pon.Bike Italia clearly falls into the latter category.
Starting in 2026, Val di Fassa will launch a strategic partnership with one of the most important groups in the international bike scene, representing premium brands such as Santa Cruz, Focus, Cervélo, Kalkhoff, Reserve, and OneUp in Italy. This partnership isn't a coincidence, and it demonstrates the Dolomites' status as a cycling destination.
Today, Val di Fassa is one of the most complete biking destinations in the Alps. Road, gravel, e-bike, and trail riding are all available. riding and enduro coexist within an organized system that over the years has managed to build a strong and recognizable identity.
From the iconic road cycling passes of the Sella Pass, the Pordoi Pass, the Fedaia Pass, and the Gardeccia Pass, to the Fiemme and Fassa Dolomites cycle path and over 400 kilometers of off-road trails, the area has progressively expanded and enhanced its offerings. Not to mention the trails that have hosted international enduro MTB events for over a decade.
At the heart of this journey is the Val di Fassa Bike District, the project that has unified and coordinated the valley's biking offerings under a common vision, supporting its growth in a structured way.
For Pon.Bike Italia, this collaboration represents the opportunity to develop activities, events, and initiatives within a region that today embodies quality, bike culture, and international credibility.
"The recent Family Day reminded us how important it is for PON.Bike Italia to build genuine relationships around our brands, together with ambassadors, creators, collaborators, and athletes. Today, we're delighted to expand this family to Val di Fassa, a destination we feel is in perfect harmony with our vision of cycling: as an experience, as a culture, and as an opportunity for development," said Giorgio Garofoli, CEO of Pon.Bike Italia.
Nicolò Weiss, director of the Val di Fassa Tourist Board, is on the same page:
"The growth of the bike industry in Val di Fassa also depends on the ability to generate opportunities throughout the season, engaging diverse audiences and enhancing the entire hospitality sector. In this sense, the collaboration with PON.Bike Italia represents a fundamental step."
Reflection: Nothing happens by chance
Many, reading this news, will think it's all natural. That being called Val di Fassa, being in Trentino, and surrounded by the Dolomites is enough to automatically attract major international brands.
The truth is, it doesn't work that way.
I had the opportunity to closely follow the evolution of Val di Fassa as a mountain biking destination, back when William Basilico and his group were starting to work on an idea that then seemed almost pioneering.
I still remember very well the words, spoken perhaps more than ten years ago, by Enrico Guala: “Val di Fassa is not a bike destination and the MTB public doesn't perceive it as a place to go mountain biking.”
And it was true.
Tourism prestige alone isn't enough. The most beautiful mountains in the world aren't enough. Being in Trentino isn't enough.
As I had the opportunity to write about Bike destination, you need vision, you need planning, you need professionalism and you need the ability to approach bike tourism in an industrial, modern and structured way.
Over the years, I've seen its growth in stages: first national events, then the building of its identity, then the international leap. I've seen the work on trails, communication, services, events, and the regional network.
This is what allows Val di Fassa to be recognized today as a true bike destination and to sit at the table with premium MTB brands like Santa Cruz and an international group like Pon.Bike.
This partnership isn't born from the valley's name. It's born from the work done to get here.
And this is perhaps the most important message.
