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Marcel Berger

Melbourne, Australia

I build brands that connect with people and scale. With 20+ years of experience in growth, commercial strategy, and fan engagement, I've assisted premium brands in expanding globally, driving revenue, and creating high-value experiences across DTC, B2B, and omnichannel markets.

As the Founder of Travel Activated, I'm developing a white-label travel commerce platform that enables sports event organizers and rights holders to create seamless travel experiences for fans and participants. By integrating booking systems, CMS functionality, and strategic partnerships, Travel Activated helps organizations monetize their events while delivering exceptional hospitality experiences.

At Factor Bikes, I led global growth across three continents, helping transform it into one of the world's top performance bike brands. Through DTC expansion, B2B growth, and strategic partnerships, we achieved sixfold revenue growth, establishing Factor as a significant player in the high-performance cycling industry.

As the Founder of Mummu Cycling, I've developed a leading cycling experience brand, providing VIP hospitality, travel, and exclusive event access. With a solid foundation, Mummu Cycling is now positioned for its next growth phase, broadening its reach, deepening partnerships, and enhancing its premium offerings.

I thrive in fast-moving, high-growth environments where strategy, brand, and execution align to drive success.

Available For: Advising, Consulting, Influencing, Speaking
Travels From: Melbourne, Australia
Speaking Topics: Travel Commerce Platforms, Sports Event Technology, White-Label Platform Development, Cycling Tourism, B2B SaaS Strategy, Digital Transformation, Plat

Marcel Berger Points
Academic 0
Author 40
Influencer 38
Speaker 0
Entrepreneur 45
Total 123

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type:
Minimum Project Size: Undisclosed
Average Hourly Rate: Undisclosed
Number of Employees: Undisclosed
Company Founded Date: Undisclosed

Areas of Expertise

AGI
AI
Big Data 30.09
Business Strategy 30.49
CRM
Culture 30.09
Customer Experience
DevOps 33.11
Digital Disruption
Digital Transformation 30.12
Entrepreneurship
ERP
Health and Wellness
Innovation 32.30
Leadership 31.04
Lean Startup 30.11
Marketing
Retail
Sales
SportsTech 42.39
Startups

Industry Experience

Consumer Products
Hospitality
Manufacturing
Professional Services
Travel & Transportation

Publications & Experience

25 Article/Blogs
Riding with a Legend: Stuart O'Grady reflects on Paris-Roubaix
Mummu Cycling
February 13, 2026
In 2007, Stuart O'Grady became the first Australian to win Paris-Roubaix, one of cycling's most prestigious and brutal one-day races. Today, the former professional cyclist shares his passion and expertise through Mummu Cycling tours, guiding cycling enthusiasts through the iconic routes of the Spring Classics and Tour de France. We sat down with Stuart to discuss his historic victory and his transition from competitor to cycling tour host and ride guide.

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Tags: Innovation, Leadership, SportsTech

Bicycle Day Trips Reviews the Mummu Cycling Experience
Mummu Cycling
October 27, 2025
We always value the attention and insight from independent voices in cycling media. Recently, Doug McNamee of Bicycle Day Trips explored what sets Mummu Cycling apart in the world of pro-level cycling tours—offering an in-depth look at our approach to creating authentic, insider experiences for passionate fans.

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Tags: Innovation, Leadership, SportsTech

2026 Tour de France Route: A Race Built for Drama, Passion, and Access
Mummu Cycling
October 23, 2025
The 113th edition of the Tour de France will roll out from Barcelona on 4 July 2026, tracing 3,333 km across all five of France’s great mountain ranges before finishing in Paris on 26 July — with a daring twist through Montmartre before the final sprint on the Champs-Élysées.

It’s a route built for balance and chaos in equal measure. Across 54,000 metres of vertical gain, riders will confront the Pyrenees, Massif Central, Jura, Vosges and the Alps — a design that guarantees fireworks from the first pedal stroke.

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Tags: Innovation, Leadership, SportsTech

Through a Champion’s Eyes: Mummu in Luxury People Magazine
Mummu Cycling
September 01, 2025
Every fan remembers the big moments on TV—the breakaway that stuck, the mountain attack that cracked the race open. But what a rider remembers is something else entirely: the roar inside the peloton, the wind on a summit, the split-second decision that defined a career.

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Tags: Innovation, Leadership, SportsTech

Roubaix Tours 2025
Mummu Cycling
May 29, 2025
The iconic Paris-Roubaix race is an annual Monument in April, bringing with it all the drama and excitement cycling fans have come to expect. Known as "The Hell of the North," this legendary race traverses brutal cobbled sectors where elite cyclists battle for glory on the historic route.

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Tags: Innovation, Leadership, SportsTech

Cycling Tours 2025
Mummu Cycling
May 29, 2025
Global interest in active travel has surged for 2025 with bookings up 37% from previous years. The cycling tourism industry is experiencing record growth as more travelers seek experiences that combine adventure with physical activity.

Sustainable tourism is a major factor driving this demand. Today's travelers are increasingly eco-conscious, seeking low-carbon adventures that allow them to explore beautiful destinations while minimizing their environmental footprint. Cycling tours perfectly address this need by offering an environmentally friendly way to experience new places.

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Tags: Innovation, Leadership, SportsTech

Tour de France Location 2025 | France's Diverse Landscapes
Mummu Cycling
April 28, 2025
The Tour de France locations for 2025 promises to be a spectacular showcase of both athletic prowess and France's breathtaking landscapes. Starting in the northern city of Lille and concluding with the traditional finale in Paris, the route will challenge cyclists with diverse terrains while highlighting the country's rich cultural heritage and scenic beauty. Spanning 3,320 kilometres entirely within French borders, this year's race will challenge riders with a mix of flat stages, hilly terrains, and formidable mountain climbs. Let's delve into the various locations that will set the stage for this prestigious event.

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Tags: Innovation, Leadership, SportsTech

2025 TDF Dates | Complete Calendar & Key Information
Mummu Cycling
April 28, 2025
The 112th edition of the TDF will run from July 5 to July 27, 2025, returning to its traditional three-week format with 21 stages and two rest days. This year's race marks a significant return to tradition, with the entire event taking place on French soil and concluding on the iconic Champs-Élysées in Paris.

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Tags: Innovation, Leadership, SportsTech

The Etape du Tour: A Rich History of Amateur Cycling's Premier Event
Mummu Cycling
April 28, 2025
The Etape du Tour stands as cycling's most celebrated amateur event, offering recreational riders the opportunity to tackle the same roads as Tour de France professionals. While today it's a bucket-list event for cyclists worldwide, the Etape's evolution over three decades tells a fascinating story of how the event transformed amateur cycling.

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Tags: Innovation, Leadership, SportsTech

Ride the 2025 Tour de France | Mummu Cycling
Mummu Cycling
April 13, 2025
If you’ve ever dreamed of being part of the world’s greatest cycling race, now’s your chance. With Mummu Cycling, you can ride the 2025 Tour de France like never before—side by side with legends, immersed in the electric atmosphere, and supported every pedal stroke of the way. This is more than just spectating; it’s about experiencing the Tour from the inside, with premium access and the kind of cycling adventure that few ever get to enjoy.

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Tags: Innovation, Leadership, SportsTech

2025 Tour de France Route | Key Stages & Challenges
Mummu Cycling
April 13, 2025
The 2025 Tour de France promises an electrifying journey for cycling enthusiasts, featuring a demanding route filled with legendary climbs, intense time trials, and breathtaking scenery. Kicking off on July 5th in Lille through to Paris on the 27th July, the race spans 21 stages, covering approximately 3,320 kilometers – this year, all within France.

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Tags: Innovation, Lean Startup, SportsTech

Tour de France VIP Hospitality Zones 2025 | Exclusive Access Ultimate TDF Experience
Mummu Cycling
April 06, 2025
The Tour de France is the pinnacle of professional cycling and for cycling enthusiasts, experiencing the race up close is an unforgettable thrill, but gaining access to the exclusive Tour de France hospitality zones takes it to an entirely new level. As an official Tour de France tour operator, Mummu Cycling offers unparalleled access to these prestigious areas, ensuring a premium experience for guests that goes far beyond what the average spectator can enjoy.

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Tags: Innovation, Leadership, SportsTech

Tour de Espana 2025 | Spain's Legendary Cycling Race Guide
Mummu Cycling
April 06, 2025
The Tour de Espana, officially known as La Vuelta a España, stands as one of cycling's most prestigious Grand Tour events. This three-week cycling spectacle winds through Spain's diverse landscapes, challenging the world's top riders with brutal mountain climbs, technical descents, and fast-paced sprint stages. For cycling enthusiasts and sports fans alike, the Tour de España offers unparalleled drama and athletic excellence against the backdrop of Spain's stunning geography and rich cultural heritage.

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Tags: Innovation, Leadership, SportsTech

Cycling Vacations 2025 | Mummu Cycling
Mummu Cycling
April 06, 2025
Planning a cycling vacation 2025? Look no further than Mummu Cycling for an unparalleled experience at the world's most prestigious cycling events. As official tour operators for both the Giro d'Italia and Tour de France, Mummu Cycling offers cycling enthusiasts and spectators alike the opportunity to immerse themselves in the magic of professional cycling while enjoying premium hospitality and expertly curated experiences.

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Tags: Innovation, Leadership, SportsTech

Etape du Tour 2025 | Everything You Need to Know
Mummu Cycling
April 06, 2025
The world of cycling revolves around few events with the prestige and history of the Tour de France and as the 2025 edition approaches, cycling enthusiasts worldwide are not only anticipating the professional race but also the opportunity to participate in the Etape du Tour 2025, a chance for amateur cyclists to ride a stage of the official Tour de France route.

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Tags: Innovation, Leadership, SportsTech

2025 Tour De France Dates | Mummu Cycling
Mummu Cycling
April 06, 2025
The 2025 Tour de France dates are set, and this year's race promises to be another thrilling edition of cycling’s greatest event. There’s no better way to experience it than with Mummu Cycling. As an Official Tour Operator, we provide exclusive access to the race, from VIP hospitality to the chance to ride key stages alongside legends like Cadel Evans and Stuart O’Grady. With some tours already sold out and others down to limited spots, now is the time to secure your place. Don’t miss the opportunity to witness the Tour up close, conquer iconic routes, and immerse yourself in the ultimate cycling adventure.

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Tags: Innovation, Leadership, SportsTech

Where the Magic of Cycling Unfolds
Linkedln
February 25, 2025
For two weeks, this city becomes the ultimate meeting point for cycling—pros, fans, and legends all sharing the same roads, cafés, and experiences. No barriers. It's just pure love for the sport.

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Tags: Innovation, Leadership, SportsTech

Cadel joins Mummu Cycling
Mummu Cycling
November 18, 2024
Mummu Cycling proudly welcomes Cadel Evans, 2011 Tour de France Champion and four-time Olympian, as an official...

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Tags: Innovation, Leadership

2025 Tour de France Stuart Review
Mummu Cycling
November 18, 2024
Stuart O'Grady's exclusive review of the 2025 Tour de France route. A Tour De France, entirely in France for the first...

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Tags: Innovation, Leadership

Cadel joins Mummu Cycling
Mummu Cycling
November 17, 2024
Mummu Cycling proudly welcomes Cadel Evans, 2011 Tour de France Champion and four-time Olympian, as an official shareholder. After being an invaluable pro host during our Tour de France and Giro d’Italia experiences in 2023 and 2024, Cadel’s deep commitment and unmatched cycling expertise now become a lasting part of the Mummu team.

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Tags: Innovation, Leadership, SportsTech

2025 Tour de France Stuart Review
Mummu Cycling
November 17, 2024
My first thoughts are that this is a traditional tour, one for the romantics, the historians, the true cycling aficionados… Starting from the tough northern Classics area of Lille, the tour winds it way counter clockwise around a very large area of the republic.

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Tags: Innovation, Leadership, SportsTech

2025 Giro dÍtalia Pre Release Insider
Mummu Cycling
September 03, 2024
As the dust (or most often, the mud) settles on the 2025 Spring Classics, the cycling world shifts its focus to the first Grand Tour of the year—the 2025 Giro d’Italia. This iconic race, held annually in Italy, is one of professional cycling’s most prestigious and challenging events. Known as the second most important stage race in the world after the Tour de France, the Giro d’Italia is a key component of the sport’s Triple Crown - winning the Giro, the Tour de France, and the UCI Road World Championships in the same season is a rare and extraordinary feat, solidifying a cyclist’s place in history. That triple has only been achieved twice in men's cycling, by Belgium's Eddy Merckx in 1974 and Irishman Stephen Roche in 1987.

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Tags: Innovation, Leadership, SportsTech

2025 Cobbled Classics Pre Release Insider
Mummu Cycling
August 26, 2024
The Spring Classics are a series of iconic cycling races held from late February to the end of April. Though there isn't a strict definition of what makes a race a "classic," these early-season, one-day events have earned this title by tradition. Mostly taking place in northern Europe, these races, also known as the Spring Classics or the Cobbled Classics, are some of the most significant and eagerly anticipated competitions in cycling.

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Tags: Innovation, Leadership, SportsTech

2024 Tour de France Wrap Up
Mummu Cycling
August 01, 2024
The 2024 edition of the Tour de France was set to be one for the history books. A month-long spectacle of historical.

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Tags: Innovation, Leadership

Official Cycling Tour Operator of the Tour de France 2025
Mummu Cycling
August 19, 2023
The Tour de France is the ultimate cycling event and one of the largest and most prestigious sporting spectacles worldwide. This three-week race traverses some of France’s most beautiful yet challenging landscapes, providing an awe-inspiring showcase of top-tier athleticism. Every year, thousands of passionate fans from across the globe flock to the event, eager to cheer on their favourite riders and countrymen over its 21-day course.

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Tags: Innovation, Leadership, SportsTech

2 Founders
Co-Founder & Shareholder
Elevation Sports Agency
June 01, 2012
Elevation Sports Agency was built to support athletes beyond the game—helping them navigate their careers, maximise commercial opportunities, and plan for life after sport.

Working alongside Director Michael Oakes, I played a role in shaping ESA’s early growth, focusing on strategic direction, athlete brand development, and commercial partnerships. Our aim has always been to provide genuine, long-term support to athletes, ensuring they have the right guidance both on and off the field.

ESA continues to grow as a trusted partner in athlete representation, offering career planning, contract management, and commercial strategy to help athletes make informed decisions for their future.

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Tags: Innovation, Leadership, SportsTech

Mummu Cycling
Mummu Cycling
May 03, 2010
Mummu Cycling is your go-to crew for all things cycling travel and logistics! We've got the pros, the industry, and fans like you covered, making sure every ride with us is a total blast. Our background is in managing tours and logistics for professional cycling teams, and now we're bringing that expertise straight to all cycling buffs out there.

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Tags: Innovation, Leadership, Travel

1 Industry Award
Maya Culture Award Winner 2026 – Why Mummu Is Among Australia’s Most Loved Companies to Work For
Maya
January 21, 2026
Mummu Cycling was recognised as a Maya Culture Award Winner 2026 and named among Australia's most loved companies to work for. The spotlight highlights our 15-year journey building world-class cycling experiences, an 8-year average team tenure, and a culture built on access, passion, and authenticity. It showcases how Mummu Moments bring fans into pro cycling while creating a high-trust, high-accountability environment where people stay, grow, and do their best work.

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Tags: Culture

2 Media Interviews
Marcel Berger of Mummu Cycling On Five Things You Need To Create A Highly Successful Startup
Medium
January 16, 2026
By Year 11, I took two weeks out of school to run a café at a major music festival. Thousands of customers, no safety net. You learn fast when you’re managing staff, stock, and service with no margin for error.

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Tags: Innovation, Leadership, SportsTech

Luxury People Magazine
Luxury People Magazine
September 01, 2025
Proud to share that Mummu Cycling (mummu) has been featured in Luxury People Magazine — the official voice of the global luxury community — alongside some of the world's leading luxury brands.

This recognition follows our recent award as Best Luxury Cycling Tour Operator in the World by the Luxury Lifestyle Awards 2025, and it validates something we've believed for 15 years: that access, emotion, and real connection matter more than transactions.

Our mission has always been simple: bring cycling fans beyond the barriers to the moments that stay with you long after the race ends. The quiet hum before the start. The surge of the peloton. The whispered strategy over team radio. Those are the moments we exist to create.

We're fortunate to work with legends like Tour de France champion Cadel Evans (AM) and Paris-Roubaix winner Stuart O'Grady, and to partner with organisations like the A.S.O. - Amaury Sport Organisation, UCI, and RCS Sports & Events — not as names on a page, but as partners who help us open doors that matter.

To the cycling community, our guests, and the champions who've trusted us with their stories: thank you for making this possible.

Read the full feature here: https://lnkd.in/gPABVpv5

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Tags: Innovation, Leadership, SportsTech

5 Podcasts
Eva's Evolution: From Mattresses to Omnichannel Furniture and ERP Headaches
The Root Podcast
January 15, 2026
The Root podcast episode featuring Marcel Berger and Rudi Khoury discussing business problems with practical solutions for digital growth.

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Tags: Big Data, Business Strategy, DevOps

What makes the cycling business different, with Ben Robinson
The Root Podcast
January 10, 2026
The Root podcast episode exploring the unique challenges and opportunities in the cycling business industry with guest Ben Robinson.

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Tags: Big Data, Business Strategy, DevOps

Eva.com.au Evolution: From Mattresses to Omni-Channel Furniture and ERP Headaches
Import from youtube.com
September 16, 2025

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Tags: Business Strategy, Digital Transformation, SportsTech

From Data Lake Fatigue to Growth Levers: Turning Construction Data into Action with Matt (McNab)
Import from youtube.com
September 15, 2025

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Tags: Business Strategy, Digital Transformation, SportsTech

What makes the cycling business different, with Ben Robinson
Import from youtube.com
September 15, 2025

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Tags: Business Strategy, Digital Transformation, SportsTech

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