The Italian sees the future. Where everywhere people are saying, “My customers are asking for this. My customers are asking for that,” the Italian says, “Your customers don’t know what they need. They do not think of the future. They only read magazines and stare at the television.”
The future is in Urban riding, he says. He pronounces it “Ooor-ban,” and he doesn’t mean hipsters on fixies. He means a type of riding that includes your commute, your errands, picking the kids up from school, everything. Commuting, according to the Italian, is a bad word for cycling, because it implies only one use for the bike, to get from home to work.
Even Oorban doesn’t capture his meaning correctly, but it is closer, he thinks.
Cycling needs a new vocabulary, new words to express the benefits attendant thereto. “No other machine is so perfect,” he says. “Nothing else moves you from place to place, makes you healthier, eliminates pollution, connects you to the world.” The Italian uses only vegetable based lubricants. They are not the best lubricants, but when you use them correctly, they are good, and they do not destroy the environment.
The Italian doesn’t seem to care for Italians very much. “Terrible businessmen,” he says. In Italy, we only race. No one is riding Oorban. No one is touring. He rides the white roads of Tuscany, stops at a hotel, and gets greeted in English. “I am Italian,” he says. “Why are you here,” they reply. “Here we only have Americans and Germans.”
“Since Coppi and Bartali, we have only racing,” says the Italian. “They ruined everything.” Even riding with your friends is racing, in Italy. I ask him why they don’t win more races then, and he says, “Because they are terrible businessmen.” I laugh. He does not.
In the car, on the way to the bus, the Italian explains the entire European debt crisis to me, in detail, quoting the exact value of bond issue returns. The Spanish have been downgraded, he informs me. He then explains the difference between the quality and construction of various makers of merino wool cycling gear. Again, there are specific references to the percentage of wool and synthetics in each garment, the advantages of each. “Wool is the future,” he says, “as it was the past.”
The Italian is one of these people you meet in the bike business. There is a charisma and insanity to him. You don’t speak with the Italian. He speaks TO you. And you listen, because he sees the future.