There are signing stories that seem written by fate itself. The first call Albert Medrano received to join Gobik caught him out on a bike ride along the Costa Brava, a clear sign of what was to come. Taking on the role of CMO at Gobik marked the beginning of a new chapter: leading Gobik’s strategy and projection at the pace of global growth.
His day-to-day at Gobik starts very early. A firm advocate of discipline and remote work combined with face-to-face conversations when needed, he organizes his schedule to make the most of the day:
"My daily routine starts first thing with training —swimming, strength work or running— to clear my head. I try to concentrate meetings with the different teams during the morning: it is the time to activate projects, make decisions or unblock issues that need my input. I ride at midday two or three days a week and leave the afternoons for more individual work focused on analysis and strategic reflection. The dynamic changes when I am at the HQ: those days I devote almost entirely to meetings and working with the teams.”
High performance as a school: From the pool to the office
Albert knows very well what top-level competition demands. His past as a professional swimmer taught him that there are no shortcuts to success: "The main lesson elite sport left me is that there is only one way: work, and it always comes before victory or recognition. Living with sacrifice, not giving up when things get complicated and staying consistent are essential lessons in my day-to-day. I may not have been the swimmer with the most natural talent, but I was one of the hardest-working.”
That high-performance mindset also needs its moments of disconnection. The bicycle remains his main outlet to disconnect from the intensity of everyday life, although he has a lesser-known hobby: music. Playing the guitar and drums, at an amateur level, allows him to recharge and maintain personal balance.
Leading brands, strategic vision and major challenges
Taking Gobik’s strategy one step further requires inspiration and purpose. For Albert, companies like Apple and Nike are two unquestionable beacons: from the tech company, he admires its ability to build a cultural identity that transcends technical specifications; from the sports brand, its parallels with Gobik. "Nike was born from the curiosity, nonconformity and passion of Phil Knight and Bill Bowerman. I see a direct reflection in Gobik, which was born from people passionate about cycling with the determination to improve the product from within”, he explains.
That learning now guides international expansion, his most ambitious marketing challenge. For Albert, growth goes beyond revenue: "It is not about replicating abroad what works in Spain, but about understanding how cycling is lived in each market without diluting who we are. Success will lie in any cyclist in the world recognizing us instantly and feeling that we understand their way of living this sport” . With his eyes set on the next five years, he sketches out a future where innovation and performance go hand in hand with a clear objective: "The headline will be —and I am not mistaken in my choice of tense— that Gobik is the fastest-growing sportswear brand in the world. The phrase 'make your dreams bigger than your fears' sums up our ambition: we want to be a global benchmark while keeping intact the nonconformist spirit we were born with".
Gobik's DNA: Leading by example and enjoying the journey
That large-scale vision makes no sense if it is disconnected from the internal culture that sustains the company. For Albert, the essence of Gobik lies in an absolute commitment to its community and in a way of working where hierarchy fades when the situation requires it.
That high standard coexists naturally with the culture of humility that has defined the brand since its founders, José Ramón and Alberto, something he has witnessed firsthand at countless events: "During trade show setups, the crew are amazed to see the CEOs themselves moving boxes, climbing ladders or adjusting a stand. Here, no one is above the work that needs to be done", he points out. That combination of relentless standards, genuine closeness to those who wear the brand and the desire to enjoy the journey is, ultimately, the true driving force that makes the Gobik community unique.
QUICK QUESTIONS
One word to define Gobik: Nonconformism.
Coffee before or beer after?: Cold water before and after.
Your favorite Gobik garment?: Mono Integral Madison.
An athlete who inspires you: Mondo Duplantis.
Pool, open water or the bike?: The bike (swimming is a bit boring).
Tour, Giro or Vuelta?: Tour.
A song to ride to?: Best of You - Foo Fighters.
