Event merch isn’t just about a great design (although that helps immensely). It’s about having a clear strategy in place to create products athletes actually want and to optimize sales that grow your event’s revenue.
Join us on October 30 at 12 p.m. CT, where event directors and experts from Giordana Cycling will share practical strategies for creating and selling merchandise that athletes love while driving profit for your event.
What You’ll Learn
- Unlock new revenue: Discover how the right merchandise strategy can boost profits and strengthen your event brand.
- Plan with confidence: Learn production timelines, best practices, and how to partner effectively with vendors.
- Design what sells: Create merchandise athletes actually want and align products with your event identity.
- Streamline fulfillment: Simplify ordering, inventory, and distribution for smooth execution.
- Partner for quality: Experience how Giordana’s craftsmanship and service help events deliver lasting impressions.
Who Should Attend
Event directors and organizers across all endurance sports including running, cycling, triathlon, and skiing. Whether you sell jerseys, shirts, or finisher swag, these insights apply to any event looking to grow revenue through merchandise.
Meet the Panel
Cimarron Chacon, Founder, GRO Races
Cimarron founded GRO Promotions in 2009, combining a passion for trail design and event production. Since then, she has built a portfolio of unforgettable endurance events including the True Grit Epic, 25 Hours in Frog Hollow, UnPAved of Pennsylvania, and international races in Iceland and Costa Rica. GRO events are known for their mix of challenge, adventure, and community spirit. When she is not designing trails or directing races, Cimarron can usually be found exploring new routes on her bike and dreaming up the next great ride.
Carol Beliveau, Event Director, The Psycho
Carol launched The Psycho in 2021 with a small group of local endurance cyclists. What started as a casual 24-hour ride with paper plate medals quickly grew into a beloved endurance event and RAAM qualifier that attracts riders from around the world. Now celebrating its fifth anniversary, The Psycho remains true to its roots: fun, welcoming, and a little bit wild. Carol and her husband Rich still lead the charge, fueled by their love for cycling and the community it builds.
Kem Newman, Giordana Cycling
Kem has been part of Giordana Cycling since 2007, starting in operations before moving into customer support and sales. His passion for cycling began in Italy at age 10, where he raced for three years and developed an early appreciation for the sport’s discipline and camaraderie. After returning to riding in his late 20s, that renewed passion eventually led him to join Giordana. Today, he takes pride in helping teams, events, and shops bring their custom kit visions to life, finding the same thrill in exceeding client expectations as crossing the finish line first.
Want to see Giordana’s quality firsthand?
Request a Fit Kit or schedule a custom consultation with their team to explore how their products can add value to your event.
Save your spot for the October 30 webinar and start turning your event merchandise into a meaningful revenue stream.
