This month, we caught up with Lorenzo Buratti, founder and CEO of Clorofilla and owner of Buratti Meccanica. He shares his thoughts on the future and challenges of the cycling industry.
Lorenzo, can you tell me more about Clorofilla and your role?
I’m the owner of Clorofilla and Buratti Meccanica, the latter being a family business founded by my grandfather in 1946 in Italy. Buratti Meccanica produces various mechanical components, while Clorofilla is a brand that designs and manufactures bike repair stations.
I started the Clorofilla project five years ago, inspired by my lifelong passion for cycling, which began when I started BMX racing as a child. Later, while riding and racing around the world, I recognized the potential for bike repair stations. I wanted to create these stations with high quality and exceptional Italian design, and that was the beginning of Clorofilla. Our bike repair stations are columns equipped with pumps and tools for quick repairs, designed for cyclists along bicycle paths.
We primarily target governments and regions to invest in these stations, helping cyclists make quick fixes on their bikes, whether it’s adjusting a handlebar or tightening screws on a seat, so they can continue their ride. Professional cyclists usually carry everything they need in their backpacks, but these stations are a great advantage for cycling families or people who ride for leisure and aren’t expert cyclists. It’s a practical solution, especially as the number of cyclists grows rapidly.
What cycling trends are you most excited to see by the year 2030? And by 2050?
By 2030, I’m excited about the growth of trekking bikes, especially as more people, particularly women in their 60s, take up cycling for long-distance travel and holidays. People are also starting to see cycling not just as a sport or for competition, but as a means to commute to work.
I think the cycling industry is still focused on sport bikes, expensive performance-driven mountain bikes, and cargo or city bikes, but I think there is a lot of potential in trekking bikes. We’re currently studying the idea of producing trekking bike frames in our factory.
Looking toward 2050, I’m curious about how cycling in cities will evolve with AI. Everything is advancing so quickly that it’s hard to predict, but AI could influence how we navigate and interact with cities for example.
What do you see as a major challenge in the cycling industry, and how can Cycling Industries Europe (CIE) play a role in overcoming that challenge?
A major challenge is pricing. To encourage more people to switch from cars to bikes, we need affordable, high-quality options. Right now, good electric bikes often cost between €4,000 and €5,000, which is too expensive for many families. Cheaper alternatives often compromise on quality.
Cycling Industries Europe could advocate for more local production within Europe, which would reduce dependence on international supply chains. During Covid, we saw how long it took to get products because so much production is concentrated in China, the Middle East, and Taiwan. If you think back to the 1970s, most bicycles were produced in Italy, as well as in France with big brands like Bianchi, Peugeot, and Motobécane. It’s time to reconsider this approach.
What or who in the cycling industry inspires you and why?
I’m most inspired by the design aspect of cycling. There’s been a shift toward making cycling products and city infrastructure not only functional but also beautiful. Aesthetics are something I value deeply in our Clorofilla products and, in general, things must be visually appealing.
I believe beauty and cycling should play a significant role in transforming our cities. Cities become more beautiful with increased cycling. It’s no longer sustainable to have one person in one car. We could free up so much space if we could reconsider and reimagine the areas that cars occupy. The world is changing rapidly, and I hope to see these kinds of changes in 10 to 15 years.
Can you describe in around five words how cycling is saving the world?
"Riding a bike makes you smile."
I believe one of the biggest issues we face today is a lack of happiness. We live in uncertain times, and people are often stressed and unhappy. But I’ve noticed that people are happy when they’re on a bike—it makes them smile. Cycling has the potential to bring more joy into our lives and that’s a powerful way to start making positive change.
Where do you recommend our readers to go cycle?
I often cycle in Finale Ligure, located in the Liguria region near Genoa, Italy. It’s one of the biggest trail centres, attracting mountain bikers from all over the world. They also host the World Championships every year. It’s my favourite place to ride.