News | 24.07.2012

A tour de Français!

Congratulations to Bradley Wiggins for his fantastic win of the epic 3200 km cycle road race – The Tour de France! On Sunday 22nd July 2012 he became the first Briton to win the prestigious event, which has been running since 1903.

The Tour de France is a race very close to the heart of the French people. They traditionally hold winners of the Tour with initial suspicion, always secretly hoping that a Frenchman will appear on the podium in Paris. However, the Brit seems to have won the hearts of the French by cycling like a gentleman and slowing the peloton when other riders had crashes that were out of their control, and by speaking the local language: French. Bradley is fluent in French, which he learned during the several years he spent working with French cycling teams. By communicating with the locals in their own language, and of course cycling the race of his life, he’s managed not only to win the French tour, but also perhaps a little bit of French applause. Just another example of the importance of communicating with your audience in a language they understand!

We wish Bradley the very best of luck for the London 2012 Olympics next week!

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