G4 dimension somewhere between a challenge and a passion – interview with Geoffroy Lequatre

 G4 dimension somewhere between a challenge and a passion – interview with Geoffroy Lequatre

 

“At first it was just for fun. But it was a hobby that developed a life of its own. We launched the website and everything went from there.”

Vélo 101: Geoffroy, what were the highlights of your career?

I initially signed to the Crédit Agricole Development squad in 2002 which was managed by Roger Legeay. It was an important stepping stone as a young rider before moving up to the highest level with Crédit Agricole in 2004. Then there was a big blow to my career in late 2005. I hit a post head on in Hamburg which almost finished my career before it had begun. But I was able to continue and after being in contact with Cofidis’ Eric Boyer from my hospital bed, I signed with them for two years. Then I joined Emmanuel Hubert’s Agritubel team in 2008 and 2009 where I won one of the biggest races in my career, the Tour of Britain. When Agritubel folded, I signed a contract with RadioShack where Lance Armstrong made his comeback. With them, I narrowly missed victory (300 metres) in Paris-Tours. Sadly, there was no space for me on the team when it merged with Leopard and I spent the last two years of my career with the Bretons.

Vélo 101: We remember you designed Agritubel’s casual sportswear so your post-race career was set in motion in the late 2000s?

I’ve always been interested in design. Frankly you need something away from cycling to occupy your mind during the downtime and while travelling between hotels and races. So I began to design things which were well received by my fan club and so it began, little by little, with jerseys, banners, things that were a little different in terms of design. My accident in 2005 also played an important role. It forced to think about what I might do if I couldn’t race. I was a little bit like the designer of the peloton. So today I would say it was really a great opportunity for me to be myself. In 2008 I created my first collection for Agritubel which was well received and at the Tour de France 2009 I was given the opportunity to design all their casual sportswear. I then signed for Armstrong’s RadioShack team and G4 was born off the back of anglicising my surname.

At first it was really a bit of fun for me. It was a hobby that ultimately became my career. It developed gradually as I sought to make available what I was doing to friends and like-minded people. It all came together with the launch of the G4 website. Through my contacts we partnered with Eurosport and this lead to us sponsoring Cannondale, the team of Peter Sagan, in 2014. We lost the contract when the team merged with Slipstream Sports but that for me was a turning point when the passion became a real business. Now I design garments that I wish had been available to me when I was riding professionally which is the real motivation behind creating my own brand.

Founding G4 Dimension

Vélo 101: We know in France it’s not easy when you’re a young entrepreneur to get things off the ground. What was the response to you as a former cyclist?
I’ve never been one to splash the cash. Instead of buying a big car, I invested my money in G4. I created the brand and set up my own company.

Of course, as a former cyclist this is where I feel most comfortable hence our “pro cycling” slogan. I understand the milieu and there’s some such as Rapha with Sky which have gone really well and I believe I can emulate them but with the advantage of my knowledge and experience as a professional cyclist with his own brand and a clear vision. I want to offer everyone a unique cycling experience wearing beautifully designed kit with all the bells and whistles. Something no one else is doing. I’m the only former professional cyclist who develops and designs every piece in the collection. As the designer, I create and test each piece with our ambassadors and teams. Obviously, there’s a well-oiled team supporting G4 but I’m its chief designer, creator, tester and developer based on my knowledge of what’s needed and I believe I’m the only one doing this.

Vélo 101: Given how expensive it is to sponsor a WorldTour team is it worth it?

No, I don’t think so but you have to approach it in an intelligent way. For some teams and brands, you’re talking silly money. However, there are areas where it’s worth having a discussion and seeing what can be done. But some brands want to become sponsors and will do anything to make it happen. I’m kind of in the middle, I know the numbers and I know what is possible to achieve. This is also where I position G4. When you make a proposal to a team, you have to understand your limits.

With Cross Team by G4, this is a first real step in a project to grow the appeal of cyclo-cross. We also need help from the federation and a restructuring of the cyclo-cross system to be able to properly develop and have a good French team with the means necessary to compete.  Today we’re doing this with our private partners. A national program to raise the profile of cyclo-cross worldwide and create French world champions needs to be set up. There are young riders in the spotlight and Steve [Chainel] is one of those people who wants to give these youngsters a chance.

Vélo 101: Cycling is often compared unfavourably to football, saying cycling is a bit tacky, with the same jersey all year round instead of the many football jerseys: home, away, European Cup. What do you think about that?

I still remember [Mario] Cipollini who was fined, Armstrong too, for wearing non UCI approved jerseys but I don’t see why it should be banned. If I were to have a team tomorrow, I would amuse myself by making extraordinary designs and having them available to the public. Some only concentrate on the commercial side of things, but we have to generate some fun in cycling. We were the first ones to do this when G4 sponsored Cannondale. We designed shirts for specific riders and events and I think it would be great to see this also in the peloton. We are part of a fast changing world and we need to ensure cycling isn’t left behind.

Vélo101: Today you’re essentially an internet seller?

We also have a French distributor and are in the process of developing an international network but all the products are on sale for the same prices as on the website. Eurobike has been an important springboard for us to find other distributors. We’re growing each year and but are still in an important phase of growth and creation.
A big thanks to the Vélo 101 Team for the interview.