As cyclists, we know how expensive apparel can be. That’s why when we find something we like that feels good, breathes well, and has a quality chamois, chances are we will stick with that brand. For me, that is Giordana and, most recently, Pactimo.
However, what if you found a brand that you liked so well that you became a dedicated customer? And what if that dedication ended in an invite to the company’s location to cycle the roads of Girona, Spain for three days with all the perks most bicycle travel companies offer? That is just what CHPT3 did for its customers. Read on to learn more about this exclusive experience.
Update : As of early December 2024, the cycling apparel company CHPT3, owned by former pro racer David Millar, has entered liquidation. No Further information is available. That information aside, please enjoy this post.
Who is CHPT3?
No, it’s not an abbreviation for the latest version of AI. It’s the brainchild of British cyclist David Millar, a former pro cyclist who rode for both Cofidis and Garmin-Sharp from 1997 to 2014.
Millar was a standout pro who won four stages of the Tour de France, five stages of the Vuelta Espana, and one stage in the Giro d’Italia. In 2007, he was both the British National Road Champion and the National Time Trial Champion.
Millar retired from the pro peloton in 2014. Shortly after, he started his cycling apparel brand CHPT3. He wanted to create a company that made apparel he would enjoy wearing as a retired pro cyclist, not just riding apparel but lifestyle clothing for times off the bike.
The name itself refers to, as he says, the “principle that everyone has three chapters to their life: the things you must do, such as work. The things you should do, like eat well, do your interval training, and get plenty of sleep. And then the things you love to do.”
A Perk for CHPT3 Apparel Customers
David Millar decided he wanted to give back to his customers who supported his new venture into cycling apparel and lifestyle clothing. CHPT3 held a contest for a trip to Girona, Spain where the company is based. Two winners were chosen.
Millar thought he would go one step further and choose 8 additional customers for a total of 10 customers. Girona is where CHPT3 is based and where many pro cyclists come to train in the off-season.
Girona, Spain is a city in northern Spain in the region of Catalonia, about one hour by train from Barcelona. It is a Medieval city, and much of the town is still intact from that period, including the main cathedral, which offers incredible views of the city.
Girona and the Elements of a Special Trip
Millar invited his guests for three days of epic (and special) cycling around Girona with stays at Hotel Carlemany, then dinner at a local market restaurant in town. For the first day, Millar and his guests rode 115 kilometers (71 miles). Not a bad perk for supporting a unique cycling brand.
It’s not known if the next two days covered the same kind of mileage. It’s also unclear what guests paid for their accommodations and dinners, if anything. All that is mentioned on the CHPT3 website (now defunct) is that Millar “hosted” these 10 customers.
Last Thoughts
The fact that CHPT3 and David Millar rewarded these 10 customers with a trip with three days of cycling is an amazing perk for supporting a cycling brand. The reason why is clear enough: Millar says he may do this kind of trip again in the future.
This is a strategy other cycling apparel manufacturers should adopt. It seems like a great incentive to reward customers for their loyalty, which will only encourage them to support Millar’s company for years to come. Unfortunately, the company failed before it could more trips to customers.
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