Thinking with your feet, which doesn't mean thinking badly, quite the opposite. Let's say thinking with your feet and not just that. Davide Rossetti's Sidi, CEO since October 25, 2022, is a thought laboratory, a factory of planning that doesn't just think about new shoes for cyclists or motorcyclists, but is implementing an industrial transformation with the ambition of creating a new way of thinking about the company, involving everyone.

His office is on the first floor, but for a few months Davide Rossetti has also had a desk in production, where he occasionally passes by and stops to meet the workers. "It's certainly not to control what they do - he says - but to be by their side. By doing so, if there are any critical issues, they are addressed immediately. There's no need to request an audience, to come up to my office: I'm there, available to everyone".

A think tank that thinks green and works for gender equality. A "think tank" packed with Generation Z kids and interns who challenge themselves with their ideas. "My direct collaborators and I are in listening mode. We have responsibility, experience, and history, but they have the energy to change things. We ask them for insights and ideas".

Where are we at?
"We're at dawn, there's already a beautiful light but we're just at the beginning of the transformation - Rossetti continues. The company is in full evolution: it's buzzing. We're carrying forward what has been done well for over sixty years, but we need to put the company in future mode. That's why I have five top-level managers by my side like Davide Slongo (R&D and Product Development), Massimiliano Mirabella (Marketing), Matteo Agostini (Operations), Giovanni Carturan (Sales), Claudio Crespan (CFO). At first glance, it might seem like an oversized structure, but it's not designed for today, but for tomorrow. It's the foundation of a company with a series of underlying projects that are fundamental to having an expansive logic: more IT, more data, more logistics, more marketing and communication that would have been unsustainable with the few resources that were there before".

It's a Sidi that puts people at the center: both customers and collaborators.
"Absolutely - Rossetti adds and specifies. If we want a Sidi 3.0, it's necessary that all components are involved in the project, with a series of actions that go in the direction of staff requalification with a series of sharing moments. Not by chance, on average every two months, at the end of the day we take an hour and a half to talk to each other, to try to get out of our respective comfort zones. Change should not scare us and at the same time cannot be guided by a single person, nor by a small team of people, but must cultivate the cult of shared initiative. I shouldn't just say what's wrong, but you can also come to us to submit various critical issues. We must break down the very Latin culture of error and blame. What we must aim for are solutions and remedies".

A very humanistic mentality: doing business, but with respect for people, who as we said before are at the center of the Sidi village.
"Yoga classes also started in November. We've created a beautiful canteen and a space for dialogue. We have a WhatsApp group among Italian employees on various topics. Moreover, we've already started numerous collaborations with universities and local schools since January 2023 and plan - from 2025 - to involve foreign universities to have what is called the 'talent garden'. Today we have a significant number of young people coming from universities, some of whom are essentially the premise for new hires. The message is simple and clear: guys, you can come to us whenever you want, find yourselves whenever you like, but be part of the change by telling us, as future consumers, the projects we could do and implement together. And do you know why we're doing all this? Because it's obvious to everyone that we're dealing with incredibly talented girls and boys: forget about 'bamboccioni': they have a disruptive strength and concreteness".

Humanism and respect for the individual, vision and future, but there are also numbers that clearly and unequivocally say that the path taken by Sidi and the new ownership (Italmobiliare, ed.) is the right one.
"Compared to September 30th of last year, we're at plus 23.4%. And we have an important order portfolio to consolidate a 2024 that frames the pace of the new Sidi. Turnover in the first 9 months over 20 million euros, numbers that bring us back to 2022, but what has radically changed is the driving force, the inertia. And then the new products came out in September, at the Italia Bike Festival: the true results will be seen next year, but the indicators we have make us think that the path taken is the right one".

A reality following three macro directions: innovation, digitalization, and sustainability.
"Innovation doesn't mean producing a new sole - Rossetti specifies - but it concerns everything: innovation in process, commercial, productive, and development. Digitalization means moving to a business model that is much more 'data-driven', guided by data. Numbers are a necessary premise for drawing any type of evaluation and decision. Sustainability, both economic and financial, but also social, which is why we've joined the SBTi - Science Based Targets initiative - which provides for the reduction of our carbon footprint until reaching the goal of reducing carbon footprint to zero by 2050. To do this, we're working with the University of Trento, where they're analyzing all materials, which are divided into three macro-categories: those where a transition has already been made; those where an alternative is available, but for various reasons not yet implemented; black list, materials we can't do without today. Once this material analysis is complete, for each product we'll produce a label that will clearly tell the end customer what the carbon impact is for the production of that product. This obviously leads to directing actions and trying to neutralize our impact, seeking materials from sustainable sources, trying to reduce and minimize logistics transport, trying to minimize air travel to reduce emissions. If I can also have virtuous suppliers who in their processes follow the same approach (renewable energy sources, proper water and waste management, etc.), we're on the right track".

Similarly, you're working on personnel management.
"The so-called gender equality: for us, it means equal opportunities, equal right to information, equal right to maternity leave, equal pay, and so on. Everything we're doing, however, requires one thing: training to create a new culture and a new awareness. As I'm used to saying, culture eats strategy for breakfast. If you don't create a culture, you won't go anywhere".

Culture and awareness of what you are and where you come from: history.
"Sidi has a lot of history. Sidi has archived many things, with scrupulousness, love, and attention: what has been left to us is truly a precious corporate heritage, today we are ready to digitize everything, to make everything immediately and instantly accessible".