Association communication is one of the hardest things to do, but if you do it right, it is the most effective channel to reach people’s hearts. To sponsor a group, elite athletes, individualists who see their sport as an art, and to get them to act as a collective – is that possible? Burn did it, with our help. We created a collective in which people could continue to be individuals while belonging to a community, to share experiences, knowledge, and – especially – to have a group of friends to hang out with on trips all over the world.
Other riders noticed Burn Nordic, which quickly became a community to which many people wanted to belong, and that fostered and facilitated collaboration for Burn.