We met with Hendrika Visenzi, the co-owner of GIVI along with the company’s founder, and her father, Giuseppe.
In this interview, she explains the basis of the sponsorship strategy for her company — which makes motorcycle accessories — talks about what she finds fascinating about this world, and tells us about herself and some of her childhood memories.
Read the complete interview:
There has been a long-standing partnership between GIVI and major Teams in all areas of racing. What was the inspiration for these collaborations, given that travel is GIVI’s core business? How important are they for the brand reputation?
The inspiration came from pure passion. Before becoming an entrepreneur, my dad was a motorcycle rider, during the 1960s when you had to be driven by immense passion if you wanted to race, because there were no teams, sponsors, prizes, etc. It was all fuelled by the love of motorcycles and competition. After such an intense experience in this environment, he wanted to make sure that the brand he created was also linked to racing.
These collaborations are essential for the brand. After all, every motorcyclist loves racing, which is also why we try to diversify by investing in the different disciplines.
In the two-wheel sector, which is becoming more competitive by the day, how much do MotoGP sponsorships help the brand to stand out?
As I’ve said, it is vital to maintain a constant connection to motorcyclists and the various competitions. When a brand makes an appearance at a race, there’s no doubt that it’s noticed by the fans, and that creates loyalty, boosts recognition and strengthens the brand’s identity.
Your relationship with Lucio Cecchinello’s LCR Team has lasted for over 25 years. What lies at the heart of this undeniably historic collaboration?
Our relationship with Lucio Cecchinello is much more than a sporting collaboration.
Over more than 25 years, we have developed a relationship of immense trust and mutual respect.
Anybody who knows Lucio Cecchinello will be able to attest to his position as a sportsman beloved by all in the motorcycle world.
I think that the choice to support Lucio, first as a rider and then as a team, stems from the fact that my dad sees something of himself in him. As a rider, he had only his own talent to count on when competing against the few official teams that dominated at the time, but despite his lack of means, he succeeded in finishing 3rd overall in 1969, a result that seems impossible to even imagine today.
I imagine the world of motorcycle competitions is familiar to you. What do you like most about racing?
I am fascinated by the enormous passion of every player in this world. Personally, I'm not a competitive person. I just like to do my job to the best of my ability, but I do admire anyone who pours their heart and soul into motorsport. The excitement that's palpable in the paddocks is a measure of that passion, and it’s impossible not to get swept away by it.
How old were you the first time you watched a race, and what was it like for you?
Well, I was very young, though my dad had already retired from competitions, but I can clearly remember the smells, the excitement, the mechanics and drivers running everywhere and all the motorcycles, which you might expect to frighten a child, but which I found absolutely thrilling.
You were born into this world, the daughter of a leading entrepreneur who started as a rider in the 1960s, one of the best in the world at the time. Do you have any anecdotes that particularly stuck with you, maybe something from one of your dad’s stories?
My dad’s stories are always spell-binding and packed with rich details thanks to his great memory. There’s one that I remember in particular, as it summed up what it meant to be a rider during those years, and it was what caused Dad to quit the competitive world.
He was in Finland to race in the GP. Bear in mind that, back then, he and another rider would load their two motorcycles into a van and drive for 4-5 days to their destination, sleeping in the van. During the race, my dad had a serious problem with the engine. The clutch broke at high speed, causing the engine to lock the rear wheel and resulting in a nasty fall and a broken pelvis. Just picture what he would have been wearing at the time too, a leather jumpsuit with no protection, and a half helmet, a level of safety that’s not at all acceptable for cyclists these days. The other rider took him to the hospital, and his clothes were cut off so he could be treated. Because he had no insurance, he was discharged after a few days, still without clothes — he had only a pair of pyjamas and slippers. Luckily, he managed to make his way back to Italy through a series of scrapes and adventures, but the fact that my brother was just 3 years old at the time and I was a newborn led my father to abandon competitions for good and embark on a new, entrepreneurial chapter in his life.
We’ve seen various pictures of you as a motorcycle passenger, during events. Have you ever tried riding a motorcycle yourself?
I love the feeling of being on a motorcycle, even as a passenger, but I must confess I’ve never tried to ride one. It just means that I’m able to appreciate the countryside fully from the passenger's seat.
You’re a businesswoman, a mother of two, with lots of volunteering and social commitments. How are you able to make everything work?
I try to organise my days as best I can, because I think that planning your work properly is essential. I'm also lucky to have two children who are very dedicated to their studies. My social involvement is a trait that I’ve inherited from my dad, who taught me gratitude and to appreciate the value of charity.
Thanks for your time. We wish you all the best for the future!
