A new hi-fi player joins the professional peloton. Bowers & Wilkins, renowned for its prestige headphones and top-of-the-range speakers, has become an official partner of the Visma | Lease a Bike cycling team for the 2025 season. A partnership that testifies to a shared goal: to strive for excellence, whether on the road or in the world of sound.
When high-quality sound helps sports performance
Top-level cycling is as much a physical discipline as a mental one. In this demanding environment, recovery, concentration and mental well-being is crucial. This is precisely where the partnership between Bowers & Wilkins and the Visma | Lease a Bike team comes in.
Whether it’s to motivate them before a race or to unwind after a day of intense performance, music plays a central role in the lives of the riders. Tiesj Benoot, one of the team’s driving forces, doesn’t hide his enthusiasm: “During the season, we spend many days away from home, train hard, travel a lot, and are constantly on the move. It’s incredibly nice to find moments to completely unwind. The Bowers & Wilkins headphones are perfect for that.”
Headphones designed for high-performance use
Bowers & Wilkins speakers embody the traditional home hi-fi excellence, and the brand’s portable headphones are just as good as the benchmarks of the genre. The B&W Px7 S3e and B&W Px8, the most iconic models in the range, offer a rare combination of acoustic refinement, ergonomics and elegance. Featuring custom-designed drivers, advanced digital processing and high-performance active noise reduction, these headphones are designed for immersive listening, even in noisy environments such as team buses or hotels.
It’s precisely this level of quality that teams such as Visma | Lease a Bike strive for. In the heat of battle, every detail counts. And moments of calm, concentration and relaxation can make all the difference in a season.
For Giles Pocock, Vice President of Marketing at Bowers & Wilkins, this partnership goes beyond brand visibility. It embodies a shared vision: “We are excited about our partnership with Team Visma | Lease a Bike, a leading team in professional cycling that shares our commitment to excellence, performance, and innovation. Our headphones are designed for those who demand the very best in performance and style.”. Headphones therefore become a tool for recovery, introspection and even mental preparation. And top athletes are increasingly aware of this.
The 2025 cycling season promises to be a challenging one for the Visma | Lease a Bike team. The team’s objectives are numerous this season, with the main focus on winning back the Tour de France. Alongside them, Bowers & Wilkins headphones will be present at every stage, discreet but essential.
