The goal of the 2025 Tour de France and Tour de France Femmes was simple. Build on what works.

We had just launched our Generation 3 bike computers, and had come off of a stellar classics season of remote reactivity. The devices would be the vehicle to tell the race result story through tech and data, while a heavier emphasis was placed on reactivity and in-the-moment content coverage based on race results.

Over the course of the Tour, I worked to organize collaboration posts with teams, activated our ambassadors through custom-stickered computers, and delivered 20+ Instagram posts and reels — three of which hit upwards of 2.4 million views.