Bytager the publication "Meeting Frédéric Torres, founder of Alternativsport"
In the world of cycling, there are brands that shine through their audacity, others through their efficiency. But behind every product that reaches our handlebars and wheels, there are men and women, often invisible, who work to make them known, to defend them, to bring them to the passionate cyclists that we are. It is in this human dimension that the true richness of modern cycling lies. And this is exactly where Frédéric Torres, founder of Alternativsport, a distributor like no other, comes into play...
By Jeff Tatard – Photos: DR
So yes, we could just talk about a limited edition Supacaz handlebar tape, pink and blue, flashy and assumed. We could unroll a test Technical, comparing grip, durability, comfort. But this time, the object is not only in the material that covers our handlebars. The point is elsewhere: in the philosophy that makes this product, and dozens of others, reach French stores.
Because before being a question of EVA foam and adhesive tape, this handlebar tape is the story of a journey. That of Frédéric Torres, who agreed to open the doors of his company to us, but above all bytagThis is what has driven his daily life for more than twenty years.
From Garage to Distribution: The Story of an Unexpected Turn
« Originally, Alternativsport wasn't about distribution. It was about coaching in physical preparation via velotraining.net. » This is how it all began in 2003. Frédéric graduated with a master's degree in STAPS, specializing in physical preparation. Nothing, absolutely nothing, predestined him to become one of the most dynamic distributors in France.But in life, encounters are sometimes worth all the diplomas.
His is the founders of Rotor. A conversation, an opportunity, and a shift occurs: the former preparer becomes a trader. Not by calculation, but by passion. Because, ultimately, between building a training plan and building a distribution strategy, there is a common thread: a taste for detail, rigor and the constant search for performance.
From his garage to Alternativsport's current headquarters, it's an impressive trajectory. But what's most striking is the absence of nostalgia. Already 24 years old? " he laughs. No fixed results, but an adventure always in motion, fueled by an intact curiosity.
Cycling as a permanent training plan
When we listen to it, we quickly understand that Frédéric Torres has never stopped being a trainer. Except that the athlete, from now on, is the company. Just like a training plan, he explains. We try, we adjust, we progress »
The parallel is striking:
- a workload to balance,
- intensity and recovery phases,
- short and long term goals.
This sporting vision applied to commerce makes all the difference. Because where many distributors are content to stack boxes and sign invoices, Alternativsport applies a logic of continuous progression. A team of ten people, but a united, agile, responsive team.
And this responsiveness has become a signature. The secret? Simply the pleasure of doing what I do. It's not a constraint. »
More than a distributor, a partner
The word that comes up in every answer from Frédéric Torres is service.. Service to stores, brands, cyclists. Logistics, technical, but also human service.
Stock availability, impeccable after-sales service, administrative follow-up, marketing support: at Alternativsport, nothing is left to chance. Because at the end of the chain, there's always someone who's going to get on a bike and who needs to have confidence in what they're holding in their hands.
And that's when we understand: Alternativsport isn't just a distributor. It's a trust accelerator. A company that connects worlds: international brands, local bike shops, weekend cyclists, and world champions.
Supacaz: color as a manifesto
So why this famous pink and blue Supacaz handlebar tape? Because, as is often the case, a product is a revelation.
Supacaz, these are expensive bar tapes, yes, but also of undeniable qualityAbove all, it's about colors, designs, and boldness. Where others are content with black or white, Supacaz dares to be flashy, offbeat, and joyful. And it works. Because a bike is also a matter of identity, style, and personality. At Supacaz, everyone can find the touch that will make the difference., explains Fred. For your test, no matter which one you take, your opinion will be interesting. »
Behind this phrase, a conviction: the product is not an end in itself, but an open door to personal expression.
The Alternativsport philosophy in one sentence
When asked to summarize his vision in one sentence, Frédéric Torres replies: “ Seriousness, agility, availability and responsiveness. " All is said. It's not a marketing slogan, it's a way of being. A daily posture.
This also explains Alternativsport's longevity. Because in a changing market, where trends come and go and distribution models are transformed, the only constant remains the quality of human relationships.
Anecdotes, memories and pride
We could talk about numbers, market shares, growth. But Frédéric prefers to talk about stories. Like this stage with the SAUR SOJASUN team, finished in the middle of a muddy forest, paintballs everywhere. Nothing planned, everything improvised, but in the end an unforgettable memory. Or the TIME brand, which he loved but which didn't find its audience. Because in this business, even passion and quality aren't always enough. A lesson in humility.
And then there are the successes: Profile Design, Rotor, Supacaz… Each brand has its own story. Each success is the result of patient work and human support. Nothing magical, nothing easy. Just hard work and trust.
The future of cycling as seen by Fred
What will the market be like in five years? For him, it will be plural. Direct, agents, distributors, online, retail… everything will coexist. Brands will choose their model according to their strategy, but one thing will remain: the value of proximity.
Car If the Internet can deliver a handlebar in 24 hours, it will never replace the hand of a cyclist adjusting a stem, nor the eye of an enthusiast advising a hesitant customer..
Lesson for the younger generation
When we ask Frédéric what advice he would give to a young person who wants to start out, his answer is obvious: “ First, desire. Don't be afraid to fail, to adjust, to start again. »
Maybe that's the real key. Behind Alternativsport, there is no business plan set in stone.There is intuition, work, agility, and above all an inexhaustible passion for sport and the people who bring it to life.
Beyond the hanger tape: a symbol
And what do we do with this famous pink and blue ribbon? We put it on our hanger, of course. We ride with it, we testWe criticize it if necessary. But above all, we see it as a symbol. A symbol of what cycling can be today: a collective adventure, a mixture of rigor and pleasure, of science and color. A symbol of what a distributor can be: not just a logistician, but a transmitter of passion. A symbol, finally, of what a successful professional life can be: a path where we constantly move forward, without ever losing sight of the joy of pedaling.
The power of detail
Ultimately, this bar tape story is a metaphor. Because bar tape is a detail. But it's a detail that changes everything. Like a technical move honed in training, like a word of trust given to a partner, like a flash of color on a black bike.
Frédéric Torres and Alternativsport remind us that performance lies in these details.. In responsiveness, in service, in the attention paid to each person.
So yes, we have testIt's a limited-edition Supacaz. But above all, we discovered—or rediscovered—that beyond the product, there is a vision. A vision made of humanity, passion, and rigor. And perhaps that's the greatest lesson: In cycling as in life, it's the details that make the difference.
All brands distributed by Alternativsport
Cycling Ceramic • GoldNutrition • ISM • Lake • Pack2Ride • Profile Design • QM Sports Care • QO • Repente • Rotor Groupe • Scicon • Spatzwear • Supacaz • 9th Wave • Almsthre • Alugear • BEAST Components • Bikone • Big Booble Hats • Ceepo • Chimpanzee • Classified • CloseTheGap • Vredestein
