Biehler has been marketing its own collection for about four years now. Before that, the company built experience with cuts and functionality in the team sports segment. But manufacturing and selling bike clothing isn’t all the company does. It has also founded its own bike community, SYNDICATE – global cycling club, where bike racing fans can connect, plan rides as a group, and take advantage of various benefits offered by the shop. Activities take place all over Germany. Biehler’s goal as a team is to really connect with customers. “Activation events” held when new contracts are signed with cooperating retailers involve excursions and other community activities for bike fans, employees, and friends.