Anna Weiß

Hello Anna!

Who am I and why ALLEGRA?

I am probably no stranger to many in the bike and outdoor industry. I founded the publishing house WOM Media (including world of mtb magazine, Procycling, FahrradNews, Official Tour de France programme) and created with the design agency cycling collective Concepts and campaigns, including for Graubünden Holidays. As a trainer in the German Alpine Association's national mountain bike teaching team, I coached the guides and managers of tomorrow. I was also on the founding board of the Mountain Bike Tourism Forum Germany. As an independent consultant, I worked with clients such as adidas, Switzerland Tourism and KTM in design thinking workshops to develop creative solutions for deadlocked situations or new challenges. Clients like to describe my approach as a "mental sauna": take off all traditional beliefs like clothes - sweat properly in several rounds - and then return to the daily work routine refreshed by new perspectives and full of energy. I am in favour of radical cooperation across departmental and industry boundaries. My top priority is always a people-friendly, holistically considered design.

My view is not focused on the Alps: I have enjoyed an overview of bike projects and communities worldwide since I was a flight attendant at Lufthansa and had my bike in tow on every flight. (My colleagues soon greeted me in briefings with the nickname "Anna-Ah-so-you're-the-one-with-the-bike!").

I have dealt intensively with the topic of "women in outdoor sports". Since 2021, I have known about the needs and stumbling blocks of the target group "biking families with children" and not only in theory. I live with my daughter Vita and Podenco Mojito on a remote farm above Deggendorf at the foot of the Bavarian Forest. When I am "off duty", you will certainly find me outside on the mountain or in the water in any weather and in any season - or (pretty nerdy and old school) in a library.

I am particularly excited to be able to use my talents to make my vision a reality together with Allegra: to get as many people moving as possible. Even so many years after I first pedaled, the bicycle is still a miracle for me: a tool for self-empowerment and inner peace, a catalyst for social change, an elementary particle in the fight against the climate crisis.