We have served as the press officers for several professional cycling teams, including Team MILRAM, Team NetApp, Team Novo Nordisk, Team NetApp-Endura, and BORA – ARGON 18. For these teams, we ensured a constant re- and proactive presswork, acted as spokespeople, established daily informal media briefings and regular formal sit-downs, as well as hosted press conferences at special occasions. Storytelling and buzz-creation are key ways of ensuring that special messages are spread. We acted on-site at the sport’s biggest events, including all Grand Tours (Tour de France, Giro d’Italia, Vuelta a Espana) and every other key cycling race in Europe and the USA.