Nestled between the Alps to the north and Venice to the south, with rolling hills and vineyards stretching east and west, Basso’s renewed home in Bassano del Grappa — affectionately named La Fabbrica — is more than just a factory. It’s a declaration: that world-class bikes can still be conceived, designed, painted, and built entirely in Italy, with the passion and precision that define the country’s cycling legacy.

We spent a couple of days in Bassano del Grappa for the press launch of the new Basso SV, and the agenda also included a visit to multiple brand facilities. Seeing the production process firsthand provided us with the necessary context to test their new bike, and we learned so many things that we decided to write a piece focused on the Italian company.

How Basso became an international brand

After several years of self-teaching how to build a bike, the first order Alcide Basso received in 1977 marked the start of the company. The journey from steel to aluminum and then carbon was an eventful one, partly because he was paving his path rather than trying to follow the status quo of the industry. developing technologies ahead of the rest of the industry.

Its modern chapter owes much to the foresight of his wife. She used to distribute brands like Alpine Stars, Cannondale, and GT in Italy, and quickly learned that navigating the whims of international ownership changes was a game of diminishing returns. The answer? Own a brand, in this case, Lee Cougan. And then, after meeting Alcide, the merge happened.

The two companies now operate under the holding Stardue, a family-owned business that spans an additional European HQ in Nuremberg — Germany is their biggest market — and a North American base in Florida. Today, around 80 employees, led by a young team of six managers, none over 45, guide the brand along the ups and downs of the industry. The Basso family is still at the forefront, with Leonardo as the Marketing Director, and Alessandro as the CEO. The father is still involved in a consulting role.

A factory built for the future

La Fabbrica, conceived as more than just a production site, will integrate the whole flow of producing, painting, and assembling a bike. While the final layout differs from how everything was structured when we were there, the warehouse and assembly plant were already in place. Next to it, there will be the new carbon fiber production with a space of 2,000 m². By the end of the year, the 500 m² painting facility will also be incorporated.

They want to have a big warehouse for parts, and a small warehouse for bikes. When we were there, the section to store fully assembled and packed bikes was quite empty, which is usually a good sign and proof of their Just-In-Time production approach. Basso is currently sold in 62 countries, and back in October 2024, they estimated they would end up selling around 12,000 bikes for the whole year.

Basso is investing deeply in the area, not just in square meters but in community, culture, and sustainability.

There is room for up to 400 employees, and additional office spaces are already being offered to startups. The on-site restaurant and accommodations will be open to all. This is a place meant to welcome not just employees, but the wider community — cyclists, creatives, and anyone drawn to the brand’s ethos.

Craft, not chainwork

Unlike the production lines of mass manufacturers, Basso’s assembly hall is quiet, focused, and remarkably flexible. Each bike — whether a Basso or a Lee Cougan — is assembled in independent booths by skilled mechanics. The pre-assembly process is rigorous, with each frame tracked via a unique code from beginning to end, allowing total traceability.

Basso builds 50 to 70 bikes a day, with just eight mechanics. It’s not the fastest way, but it’s their way — one that prioritizes quality and human touch. Flexibility is key, and only brands with control over the entire production process can react quickly enough. Basso is among the few.

“We decide the production batches ourselves. It’s the only way to be efficient when producing so many frames, especially in times when demand can fluctuate wildly.” Alessandro Basso, Basso Bikes and Lee Cougan CEO

Painting with purpose

Basso frames are currently painted in Vicenza, and over one morning, we got introduced to the entire process. Primer, oven, decals, color layers, and a final porosity check — all in a single day. The layout of this facility will be replicated in La Fabbrica.

They paint around 35 frames per shift, working two shifts per day. Some bike models are more time-consuming, and recent launches like the new Basso SV challenged workers with new paint techniques. Importantly, only water-based paints are used, and employees undergo regular health checks — a testament to Basso’s belief in protecting both the rider and the maker.

Showing their intentions

“We produce the bikes, we do marketing around the bikes, but we are not the ones selling the bikes. We are not a retail company,” Alessandro Basso insisted. “We don’t want to bypass the bike shop — we want to strengthen it.” It’s a rare stance in today’s DTC-obsessed market, but for Basso, it is important to have a strong and good connection with the retailers. “If the guy in the shop doesn’t deliver a good experience, all our efforts go to waste.”

Beyond retail, sustainability is a growing focus. They’ve gone plastic-free in packaging and launched a bike-to-work program, crediting employees’ commuting kilometers to a welfare fund. Their first sustainability report is due this year — an overdue step, they admit, but a meaningful one.

The Bassano Clubhouse

Back in town, we visited the Bassano Clubhouse, which serves as a living extension of Basso’s vision. Housed in a former kitchen showroom, this multi-use space combines retail, rental, events, a bar, a workshop, and even lodging — a proper cycling hub. These six business units are represented by the pillars that one can see on the facade of the building.

At the time of our stay, it had only been open for a handful of months, so there were still many curious non-cyclist locals taking a look inside. Bassano del Grappa and its surroundings are home to several cycling brands, but the city was lacking a meeting place for the end user in the industry. These nearby brands, not only Basso, benefit from the collaborative environment that this new space fosters.

Weekly road and gravel rides draw new and seasoned cyclists alike. We heard someone saying they want to turn Bassano del Grappa into the new Girona, but we encourage them to preserve the essence that tempts us to return soon and climb Monte Grappa, an unfinished business.

A visit to remember

Our visit to Basso was a reminder that cycling’s soul still resides in places where people know your name, where frames are still touched by human hands, and where innovation is driven not just by market trends but by a deep love for the ride.

In the shadow of the Alps, at the crossroads of history and modernity, Basso is building something rare — not just bikes, but a legacy.