In 2009, documentary filmmaker Booker Sim and cycling fanatic Joseph Finkleman approached Cervélo cycles co-founder Gerard Vroomen with an idea. Celebrate the sport of cycling with a documentary series uncovering life behind-the-scenes with the newly formed Cervélo Test Team. In line with Vroomen’s philosophy of fan access and team transparency in a sport normally shrouded in secrecy, “Beyond the Peloton” was born.
From the Tour of Qatar, to San Remo, Flanders, Roubaix, the Giro D’Italia and the Green-Jersey win at the Tour de France. Indeed, 2009 proved to be an epic year for the Test Team, captured all along by Joe, Booker and cinematographer Goran Kovacevic – with the sublime look at cycling some critics said was unparalleled since the classic French documentary “LA COURSE EN TÊTE.” All this, from a low-budget branded web series.
Three years later, “Beyond the Peloton” survived the Test Team to live on with team Garmin-Cervélo, with a cult-like following and a host of big-budget copycat videos. Oh yeah, and along the way, they helped sell a few racing bikes and contributed to the mystique of the Cervélo brand.
Unfazed by big talk of TV series and feature documentaries, BTP Films was recently founded to tell inspirational stories with the greatest reach and timeliness with the least amount of red-tape and cost. Which is what the web video revolution — and “BEYOND THE PELOTON” — is all about.
Beyond branded-content, the BTP Films collective will dedicate themselves to crafting moving images that provide viewers, fans and consumers what they really long for: meaningful authentic human experiences…in sport and beyond.
Clockwise: Angelo Fausto Maurizio Coppi, Joseph Finkleman, Booker Sim, Goran Kovacevic, Gerard Vroomen, Francesco Sergio (center: one of Fausto Coppi’s bikes).