The problem was the presentation.
Tieni Duro's image wasn't aligned with its values.
The organization had been refining and clarifying its mission for 17 years. However, not every adjustment was successfully translated to the team’s presentation to the world. Their message had become ambiguous and inconsistent.
The team played an important role in my life—I wanted to give something back.
To continue attracting new riders and new supporters, the team needed an expression as coherent as its vision. I had the opportunity and ability to help them, so I did.