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BORA Magazine 01|2019 – English

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  • Bora
  • Cooktop
  • Extractor
  • Induction
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  • Ceramic
  • Stainless
  • Products
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BORA Magazine is published in 12 languages. It invites the reader to learn more about the BORA products and discover fascinating stories behind the brand.


EXPERIENCE INTERVIEW An interview with Willi Bruckbauer and Peter Sagan about drive, goals, passions and of course: cycling. Seeing them side by side, a couple of similarities immediately grab your attention. Both are distinguished and chiselled. Active and athletic. Peter Sagan, the charismatic star of the international cycling scene, and Willi Bruckbauer, who caused quite a stir in the kitchen market with the development of his cooktop extractors. Both stay away from the mainstream and both are united by their passionate commitment to the BORA hansgrohe cycling team. And that’s not all they have in common. Willi, Peter: ‘We wanna rock!’ We can see it in your eyes and in the spring in your step as you walk through the door. Is it always full steam ahead with you guys? Peter: Well, if you want to get ahead, it helps if you’re a bundle of energy. And I do want to be the fastest. I set my sights high and I think that’s where Willi and I have a similar temperament. Willi: A bit for sure. And I did want to be a professional cyclist once. But I didn’t quite make the grade. At 16 I had to be realistic and acknowledge that... First you were a joiner and today you’re a ‘rock star of the kitchen industry’. That’s how a lot of people see it. That obviously sets you apart from most business people with a conventional career path. Willi: Yes, I’m not your typical manager in a suit, tie and brogues. I don’t like to put on an act. And luckily I don’t have to. I’ve always been a bit nonconformist and just wanted to do my thing. Conventions need to be questioned from time to time. To do that, you definitely need to be a bit stubborn and to be able to adjourn to your own reality tunnel. I wouldn’t have made a career for myself in a giant corporation. But I see our company BORA as a community that has grown, almost like a family. That applies to our staff as well as our trading partners. I want to maintain this BORA spirit, even though we’re growing fast. Peter, as a world champion in the BORA hansgrohe team you devote your life entirely to doing your thing: cycling. You sit yourself in the saddle for it, you fly around the world for it. What’s important to you? Peter: What’s really important in life is friends and family. We mustn’t forget that. But in cycling, it’s winning that counts. Even then you don’t have a chance without your fellow riders. We’re a team that is well attuned and we trust each other. It wouldn’t work any other way with the huge challenges we face. Of course I’m often in the spotlight, but I don’t mind that. That way I can take a lot of pressure off the others. The public cheer you on, you’re always good for a surprise. Your fans go wild when you stage a big entrance with music. A real celebrity cult has emerged. Do you still encourage that? Peter: My bottom line is quite simple: you have to enjoy what you do. If I didn’t enjoy cycling any more, I’d look for something else. I can’t put on an act either. In that respect I’m like Willi. But luckily there’s no stubbornness in my ambition. You need to have some fun! Following the unfair disqualification after the fourth stage of the Tour de France 2017, you took a step back for a while. Has that changed anything? Peter: Well, to begin with, I had my hair chopped off during that time (he grins). To put it nicely: sometimes you have to make a break with the past. But don’t get me wrong. I’m an optimist, I always think positively. I love cycling. There are highs and there are lows. And I always look ahead. I can’t change the past. So that’s why it doesn’t 70 BORA MAGAZINE

Below: Both on the same wavelength: cycling professional Peter Sagan and BORA founder Willi Bruckbauer. BORA MAGAZINE 71


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