BikeBiz Bicycle and cycling retail news
Titan Media Group (TMG), a leading sports media company in China, and Gruppo Media Ltd, the owner of the globally acclaimed cycling magazine Rouleur, have announced a groundbreaking strategic partnership to bring Rouleur to the Chinese market.
Partnerships between Titan Media Group and Gruppo Media see the companies poised to “redefine cycling media in China, fostering a new era of growth and engagement for the sport”.
Working in collaboration, the businesses will launch Rouleur in print and digital formats, tailored specifically for Chinese audiences, as well as introducing the Rouleur Live event in China.
The partnership will begin with the publication of Rouleur in Chinese, both in print and digital formats, distributed through TMG’s extensive network and beyond, to premium cycling and non-cycling locations as well as all major digital platforms.
Zhao Yannian, Chairman of Titan Media Group, commented: “Partnering with Gruppo Media to launch Rouleur in China is a landmark moment for TMG and the Chinese cycling community. Rouleur represents the pinnacle of cycling media, and we are proud to bring its world-class content and events to our audience. This collaboration underscores our commitment to enriching China’s sports culture with premium international offerings.”
The collaboration also includes plans for a joint venture to expand into media production, e-commerce, and retail.
The Rouleur Live event, slated for September 2025 or early 2026, will showcase premium cycling brands and engage local communities, further solidifying Rouleur’s presence in China and helping the growth of cycling culture in the country.
Speaking when sharing the news, Matteo Cassina, Chairman of Gruppo Media, commented: “After two years of publishing Rouleur content in China, we are thrilled to collaborate with Titan Media Group to accelerate and scale up Rouleur’s presence in China significantly. It is a market with immense potential for cycling culture, and this partnership aligns perfectly with our mission to celebrate the artistry and community of cycling worldwide. Together with TMG, we will deliver Rouleur’s premium content and unforgettable experiences, including Rouleur Live, to Chinese audiences.”
About Titan Media Group (TMG)
Titan Media Group (TMG) originated from Titan Sports, founded in 1988. Over the past three decades, TMG has grown into a comprehensive sports industry group integrating traditional and digital media, event operations, sporting goods, athlete representation, venue management, esports, and sports tourism.
As China’s leading sports media organization, its flagship “Titan+” app and Titan Sports website have attracted over 60 million users. With content production capabilities, extensive event execution experience, and strong digital innovation, TMG stands as Gruppo Media’s ideal partner for expansion into the Chinese market.
About cycling in China
The Chinese government has been consistently strengthening support for the cycling industry, recognizing it as a key national sports priority. According to the 14th Five-Year Plan for Sports Development, cycling is listed as a core outdoor sport alongside skiing and marathons.
The General Administration of Sport’s Cycling Industry Development Plan further outlines strategies for ‘leapfrog development through industrialization’, aiming to establish 3-5 international-level cycling IP events by 2025.
Supporting policies like the National Fitness Plan (2021-2025) mandate the construction of 1,000+ sports parks with cycling lanes nationwide, with cities like Beijing and Chengdu having already built over 5,000km of dedicated bike paths (MOT data 2023). This top-level policy framework demonstrates China’s ambition to become a global cycling powerhouse, creating unprecedented opportunities for the industry.
Personal experiences shaping partnerships
Sharing insights into his own Chinese cycling experiences, Cassina reflects: “Twenty years ago, I first brought my bike to Beijing and got lost near the Great Wall — that moment sparked my love for China. Since then, I have been fascinated by the country, and my love has only deepened.
“We are convinced that China will become the biggest market in the world for our industry and one of the most attractive destinations for brands, athletes, race organisers and cyclists. For more than 20 years, we have been instrumental in growing cycling culture in the UK, then globally, and we believe we can be the trigger for accelerating the passion for our beloved sport in China, which would be a great thing for China, for the world and the industry.”
