HAT Sanremo-Sestriere: passion and opportunities for the motorcycle industry 30 Sep 25

The HAT (Hardalpitour) events, created by Nicola Poggio, have become a true benchmark for adventouring. The recent Marathon Sanremo-Sestriere, which we attended together with In&motion, gave us the chance to experience not only the passion of riders and the strong sense of community, but also the enormous potential these events create in terms of tourism, business, and digital communication.

• Internationality as a tourism driver
   Riders from all over Europe cross regions, stay overnight, eat, and spend locally. HAT becomes a genuine form of territorial promotion. For local businesses and brands, it’s a visibility boost that—through the right tools such as social media strategies, photo/video content, and targeted adv campaigns—can be turned into measurable value.
• Business growth for the motorcycle sector
   Participants in these challenges invest in motorcycles, accessories, and technical gear. It’s a high-spending audience, and engaging with them means creating new sales opportunities. Performing Digital helps dealers and companies transform these communities into qualified leads, using CRM systems, e-mail marketing, PPC campaigns, and lead management tools.
• Substance over labels
   The HAT paddock highlights a clear reality: it’s not about where a motorcycle is made, but whether it can face the challenge. Brands like Kove, CFMOTO, and Royal Enfield are increasingly chosen by riders. This is a strong signal for manufacturers and dealers who want to communicate authentically: effective digital content and SEO strategies can showcase substance over prejudice.

Events as accelerators of relationships

Events are not just showcases: they are accelerators of relationships, content, and business opportunities. At HAT we accompanied In&motion, the French leader in motorcycle airbag technology and partner of brands like Ixon, Tucano Urbano, Klim, and Furygan. With over 100,000 riders already protected worldwide, their entry into the Italian market is a perfect example of how a focused presence and integrated communication can build brand awareness and generate qualified leads

For us at Performing Digital, experiences like HAT are the perfect ground to combine storytelling and digital strategy:

•  we highlight the community with photo, video, and social content;
• we support dealers and brands with CRM, newsletters, and adv campaigns;
• we build digital projects that turn events into tangible growth opportunities.

Would you like to see how we can help your business take the next step? Book a 15 minute call and let’s talk.