December 03, 2013 (Fontaniva, Italy) – It’s trainer season and with that in mind, we’re kicking off our Pedal Italy 2013 Factory Tour Series with a visit to Elite’s HQ in Fontaniva. Since 2000, the company has been based out of a restored lime factory, which was operational until the 1940s. The company owner bought the building in 1990 with a vision to recover some history in the town instead of seeing it torn down and developed into condos or a supermarket.

Elite, established in 1979, now develops, designs and markets their trainers, water bottles, bottle cages, and bike cases at the iconic location, Il Fornaci. Check out this behind-the-scenes video as Pedal‘s Christopher Balogh and Tim Lefebvre learn about company’s history, and also about the company’s latest innovations from the Elite’s Sales Manager, Peter Lago.