Hu openair, the brand of Human Company that embodies the ecosystem of its open-air destinations, renews its collaboration with L’Eroica, the historic cycling event founded in Gaiole in Chianti in 1997. Today, it has become an international celebration of the authentic values of cycling and life in the open air.
The partnership, renewed for the 2024 edition, is built on a shared vision: rediscovering the beauty of effort, the joy of achievement, and the deep connection with nature and local territories. Two Tuscan realities united by the same roots and a common goal — promoting an active and sustainable lifestyle, in harmony with the environment and local traditions. During the 26th edition, held in Gaiole in Chianti, hu openair took part with an experiential village dedicated to the open-air world, where participants could learn more about the Group’s destinations, take photos and join a prize contest to win stays at hu openair locations.
“From open-air living to promoting a healthy and active lifestyle: there are many values we share with L’Eroica,” commented Claudio Cardini, President and Founder of Human Company. “We are proud to collaborate with such an Italian excellence, carrying forward a project that combines sport, nature and local culture.”
L’Eroica was founded in Gaiole in Chianti and now attracts cyclists from all over the world to ride the iconic strade bianche of Tuscany.
To take part, riders must use vintage bicycles (pre-1987) or faithful replicas, wear retro clothing, and embrace the pure, heroic spirit of cycling.
Cyclists from all over the world.
Through this partnership, Human Company renews its commitment to promoting a regenerative and conscious form of tourism, where travel becomes an experience, an encounter, and a journey of discovery. A way to pedal — both metaphorically and literally — towards a more sustainable future.