girodilento began as a blog and was the idea of Scott Purchas, a New Zealander who lives in the UK who wanted to write about road cycling in way that didn’t try to cover everything, but rather focused on products, news and riding he felt others would be interested in knowing about.

The girodilento blog launched in May 2010 and grew to a peak global audience of over 10,000 visitors a month and over 200,000 page views per year.

With the goal of the site to help readers cut through the “noise” to find those products and news that are worth knowing about.

Over time, the blog enabled Scott to build relationships with a wide range of companies in and around cycling and sports. As social media rose in importance for brands, Scott would often get asked for his views on how best to use social and digital platforms. Overtime this led to Scott consulting to and with a number of brands (see:

Ultimately this saw the volume of content published on the blog decline as working directly with brands grew.

The next step in this journey begins in June 2023 when girodilento will re-launch as a digital advertising and marketing agency focused specifically on the sports and outdoor industries.

The original @girodilento Twitter account will now be for the company. Scott posts personally on Twitter @scottpurchas.

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