A major segment of our customers make functional food and nutrition products. They’re focused on delivering precisely what people need to perform – whether they're involved in professional cycling, amateur sports, or simply want to enhance their daily lives. Working with professional cycling allows us an up-close view of the kinds of products people desire, and in turn, what we can help our customers produce.
Cycling reflects goals, principles and culture that METER Group holds dear. While our professional cycling sponsorships constitute the company's most visible support for the sport, METER also supports amateur and everyday cyclists around the world by regularly sponsoring local cycling, Gran Fondo events, and various other cycling initiatives.
In 2017, METER launched the EVERY METER COUNTS, an app the incentivizes cycling and running to raise funds to bring better weather information and forecasting instrumentation to Africa. African farmers, students and researchers all stand to benefit immensely.
In 2018, METER celebrated both the professional and hobby cycling worlds by bringing the METER-sponsored Team Wilier Triestina – Selle Italia to support the Coeur d'Fondo of north Idaho.