INSIDE GOBIK | María Alarcón

Inside Gobik May 28, 2025

From athletics tracks in the United States to communication strategy at Gobik, María Alarcón brings energy, curiosity, and a quiet yet steady determination to everything she does. Although cycling was not always her sport, sport has shaped much of her life.

“I grew up doing athletics, 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.”

Discovering Gobik transformed her career

After graduating in 2022, María 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 kit had been made by the brand. “I was really impressed by the quality and design,” she recalls. “My parents told me: ‘Why don’t you take a look at this brand? They’re based nearby and they look really promising.’” Shortly afterwards, a job opportunity came up at Gobik. Although she did not meet all the experience requirements, María decided to apply anyway. “They gave me the opportunity, and I’m very grateful for that.”

Creativity, adaptability and a new perspective on cycling

Today she is part of the communications team within Gobik’s marketing department, mainly handling 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 getting up to speed on any news or last-minute changes. Cycling moves fast, so we have to be flexible.”

That ability to adapt 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 are not always physically present, it is very rewarding to see the impact of the work we have prepared.” One thing she loves about her job is developing campaigns and photo shoots. “Some we do entirely in-house and others with external production teams. I love shaping the concept, choosing the right garments, and making sure everything looks good and makes sense.”

Keeping up with trends is a constant challenge, especially in the ever-changing world of digital media. “You have to stay on top of new trends, updates, tools, and also draw inspiration from ideas outside the cycling world. Sometimes it’s the tone, other times it’s how something has been communicated, and we look for ways to adapt it to our universe.”

Since joining Gobik, María’s relationship with cycling has evolved. “Before, cycling was simply background noise on summer afternoons, something that was always on TV. Now I have a much deeper understanding of how broad and complex this sport is.” That growth is also personal. “As a woman who has always played sports, I find it incredible to see how women’s cycling is gaining visibility and strength. I’m proud to be part of a brand that supports that progress.”