Wattbike's 'For Real Athletes' campaign aims to challenge ‘perceptions of penthouse cycling’

British smart bike brand takes a sideswipe at 'pristine portrayals of home fitness' with gritty new ad campaign

Wattbike Real Athletes campaign
(Image credit: Wattbike)

 

British smart bike manufacturer Wattbike has launched a major brand campaign to challenge what it calls “penthouse perceptions of home cycling.”

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Simon Smythe

Simon Smythe is a hugely experienced cycling tech writer, who has been writing for Cycling Weekly since 2003. Until recently he was our senior tech writer. In his cycling career Simon has mostly focused on time trialling with a national medal, a few open wins and his club's 30-mile record in his palmares. These days he spends most of his time testing road bikes, or on a tandem doing the school run with his younger son.