ST Cycling: new Prime Partner
6. April 2023









This year, a proud new partnership gets underway with the Tour de Suisse and ST Cycling, the cycle shop owned by former professional cyclist Stefan Trafelet. The collaboration sees ST Cycling become a Prime Partner for the event. The shop is based in Uster, with a significant online presence. “This partnership is nicely circular – like a bicycle wheel”, chuckles Trafelet. “I was an active, professional competitive cyclist myself up until 2009. It was always one of my biggest goals to take part in the Tour de Suisse as a competitor, which I sadly didn’t manage. Which makes it all the more poignant that we’re now taking part as a Prime Partner a few years later with ST Cycling, the company that I founded in 2014. And with Stefan Küng as Ambassador, who finished fifth overall last year, the circle is complete!” The concept behind the partnership is that Tour de Suisse fans will have direct online access to over 40,000 cycling products from the best, most renowned brands in the cycling world.

Founder Stefan Trafelet

Everyday cyclists, amateurs and emerging professionals alike will find the perfect cycling gear for their needs, and the website also stocks all of the models that the Tour de Suisse cycle teams are riding themselves. The bikes can also be tried out and road tested at the shop’s headquarters in Uster on request. The highly-qualified staff – many of them former professional cyclists – are always delighted to share their knowledge and expertise, and are on hand to ensure that every customer goes away with the right products for them.

Stefan Trafelet has a promise: “As the official partner shop of the Tour de Suisse, we will also be creating a fabulous range of limited-edition products that will only be available to buy on And during the Tour de Suisse week, there will be some amazing special deals just for the fan community, all from top cycling brands.” It’s time to get excited!

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