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hu openair and L'Eroica have joined forces to promote Italy's natural beauty and an active and sustainable lifestyle

From 30 September to 1 October the 26th edition of the prestigious event inspired by classic cycling took to the road

hu openair, the Human Company group brand behind an ecosystem of ten open-air destinations in Italy and Europe, has partnered with L'Eroica, a prestigious event launched in Gaiole in Chianti (SI) in 1997 as an ode to classic cycling. Over the years, L'Eroica has grown and evolved to encompass many different initiatives around the world. Every year, at the beginning of autumn, L'Eroica returns to Tuscany to revisit the very town where it all began: from 30 September to 1 October, the 26th edition of this nostalgic and historical event was held on the typical unpaved roads (at controlled speeds). The cyclists taking part in the race always ride vintage bicycles and wear historical or historically inspired cycling clothing. Drawn together by their shared values and passion for traditions, this year, hu openair and L'Eroica decided to join forces, inspiring many sports fans to rediscover the beauty of fatigue and the thrill of conquest, all while reconnecting with nature. Not only were both partner companies founded in Tuscany, but they also share a common mission: to showcase Italy's natural heritage and to promote a healthy and environmentally sustainable lifestyle.

As part of a series of initiatives, hu openair had a stand at the Base Eroica, the starting point of the race: participants and visitors to the event has the opportunity to learn all about the world of open-air tourism and the Group's facilities, take fun souvenir photos in the custom photo booth, and enter a competition offering 25 two-night stays for two people at one of the ten hu openair facilities. In recent weeks, hu openair also announced another big competition, in which 25 lucky winners got the chance to take part in the vintage cycling event and enjoy an authentic taste of Tuscany by spending the night before the race at the hu Norcenni Girasole village, a lovely holiday village immersed in nature on the outskirts of Chianti.

"Drawing on its Tuscan roots, the L'Eroica cycling event has grown to span four continents. Our brands share many of the same values: spending time outdoors, enjoying a healthy and active lifestyle, and keeping authentic local traditions alive. Thanks to our common beliefs and close friendship with Giancarlo Brocci, working alongside this Italian icon has been an extremely positive experience. We are proud to be creating valuable connections and constantly broadening the horizons of our partnership," declared Claudio Cardini, Human Company's President and Founder.

"When I think of Human Company, I think of Claudio Cardini, a great friend and entrepreneur. The Group offers the very best of outdoor tourism, which has been gradually moving towards active holidays. On the first of October, many heroic European and international cyclists congregate in Gaiole in Chianti, and an increasing number are using the hu openair villages in Tuscany and beyond as a base for their bike adventures. It was only natural that L'Eroica and Human Company crossed paths. Claudio was particularly drawn to the idea of Eroica Cuba, an event that will make its grand debut next February," noted Giancarlo Brocci of Eroica.