Why Marketing Works: How a 26 Year Old Created Cycling’s Greatest Marketing Spectacle

Daniel Murray
Daniel Murray
March 21, 2024

Lance Armstrong might be the first name you think of when you hear the words, “Tour de France,” and sure, he’s certainly a marketing genius in his own right, but he isn’t anywhere near the same level as the OG marketer who turned the French cycling event into the marketing sensation it became. Who is the mystery man behind France’s biggest sports tradition?

Meet Geo Lefevre, a 26-year-old writer who just wanted to promote his magazine, L’Auto. Learn how through nothing short of a stroke of genius, Geo decided to take his magazine’s fate into his own hands, creating the idea for a grand cycling tour around France that his magazine would be first on the scene to cover. 

Aidan breaks down exactly how Geo’s killer marketing idea propelled L’Auto into 40 years of news excellence and how the Tour de France became a cultural staple for over 100+ years. 

What lessons can marketers draw from Geo’s genius ploy? And what can it teach us about the necessity of owning an audience and streamlining communication? 

Tune in to find out!


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Daniel Murray
Daniel Murray