From track and field in the United States to communications strategy at Gobik, María Alarcón brings energy, curiosity and a quiet but constant determination to everything she does. Although cycling wasn't always her sport, the sport has shaped much of her life.
"I grew up doing track and field, triathlon, tennis... sport was always present at home," she says. That passion led her to focus on athletics, which earned her a scholarship to study sports management in the United States. "I never thought I would work in the sports industry professionally, I always saw it as a dream, but going abroad opened that door for me."
Gobik's discovery transformed his career
After graduating in 2022, Maria returned to Spain and began exploring the world of marketing and events within the sports sector. Her first contact with Gobik came through her parents, who are part of a trail running club whose equipment had been made by the brand. "I was very impressed with the quality and design," he recalls. "My parents said, 'Why don't you check out this brand? They're from nearby and they look really good.'" Soon after, a job offer came up at Gobik. Although she didn't meet all the experience requirements, Maria decided to apply anyway. "They gave me the opportunity, and I'm very grateful for it."
Creativity, adaptation and a new look at cycling.
Today she is part of the communications team within Gobik's marketing department, mainly in charge of media relations and social media. "My responsibilities vary depending on the time of year, but it's a very dynamic role: we always start the day by catching up on any last-minute news or changes. Cycling goes fast, so we have to be flexible."
That adaptability also extends to planning content and activations at events. "Our team works closely with other departments to ensure clear communication before, during and after events. Although we're not always physically present, it's very rewarding to see the impact of the work we've prepared." One thing she loves about her job is developing campaigns and photo shoots. "Some we do completely in-house and others with outside production teams. I love shaping the concept, choosing the right clothes and making sure everything looks beautiful and makes sense."
Keeping up with trends is a constant challenge, especially in the fast-changing world of digital media. "You have to stay on top of new trends, updates, tools and also be inspired by ideas outside of the cycling world. Sometimes it's the tone, sometimes it's how something has been communicated and we look to adapt it to our universe."
Since coming to Gobik, Maria's relationship with cycling has evolved. "Before, cycling was just background noise on summer afternoons, something that was always on TV. Now I have a much deeper understanding of how broad and complex the sport is." That growth is also personal. "As a woman who has always been involved in the sport, I find it amazing to see how women's cycling is gaining visibility and strength. I'm proud to be part of a brand that supports that advancement."
Quick questions
Which Gobik jersey would you be?
Carrera 2.0. It's technical, stylish and meant for summer - my favorite season to enjoy the sport.
What music isn't missing from your Spotify?
Indie.
Series or movies?
Series.
Wine or beer?
Beer.
The Tour, the Giro or La Vuelta?
The Giro, because I love the communication they do.
