11-21-07 // News: Greg Minnaar Joins the Syndicate

Flipper

Not since the Sunn-Chippie team of the late-nineties has such a powerful downhill team been assembled. Back then, Nico Vouilloz, Cedric Gracia and Anne-Caroline Chausson ruled the World Cup circuit—collecting dozens of elite podiums and at least 9 World Championship titles. Now the Santa Cruz Syndicate is making moves that could put it in the same class. Just yesterday the Syndicate signed former World Champion Greg Minnaar to a team that already included Steve Peat, Nathan Rennie and Josh Bryceland.

In a deal announced yesterday, Minnaar signed a two-year contract with the Santa Cruz Syndicate. Minnaar most recently competed on the G-Cross Honda team alongside Matti Lehikoinen and Brendan Fairclough, but that team disbanded in October when Honda abandoned its mountain bike development program.

Minnaar has been a dominant force on the World Cup circuit, winning the World Championships in 2003, and World Cup overall titles in 2001 and 2005. Most recently, the South African finished fourth at the World Championships in Scotland despite breaking his collarbone during the race. A constant podium threat, Minnaar is one of the few competitors capable of challenging Sam Hill for a World Championship title.

According to Santa Cruz’s Mike Ferrentino [who also contributes to Bike magazine], Minnaar’s rainbow-stripe potential was only part of the draw. “I think [Santa Cruz owner Rob Roskopp] would really like to add a World Championship to the team and the Syndicate brand identity. That’s the one thing that has eluded us. But there’s a lot more at work with Minnaar. He’s pretty charismatic, he’s a brilliant rider, and he’s a marketable phenomenon.”

In a press release announcing the deal, Minnaar said he was excited by the support he expected to receive as a member of the Syndicate team. “It’s clear that the Syndicate is driven by people who love to race. To have a race-winning bike beneath me as well as teammates that will continue to push me, makes me very excited about the upcoming season. We are going to be a pretty tough team to beat,” he said.

Though Santa Cruz wouldn’t disclose how much Minnaar will earn, it’s likely he is one of the better-paid downhill racers on the circuit. With Peat and Rennie already earning sizeable salaries, and the addition of 18-year-old Josh Bryceland this fall, the Syndicate looks to be one of the most powerful, and expensive, World Cup teams. The Syndicate also sponsors freeriders Jamie Goldman and Kirt Vories, as well as endurance racers Johnny Waddell and Mark Hendershot.

A massive team budget may have contributed to Sunn’s bankruptcy in 1999, but at Santa Cruz, the investment in downhill appears to be paying off, even if it doesn’t directly lead to more sales of its V-10 bikes. “Downhill racing has been on a resurgence in the past five years and really in the last two years it has hit its stride,” Ferrentino said. “The team doesn’t have to translate directly into bike sales as long as it translates into brand awareness.”

According to team manager Kathy Sessler, Syndicate riders have generated about 265 pages of editorial content in magazines so far this year. Peaty alone has been on the cover of magazines 5 times in 2007.

“In the case of the Syndicate, it's a pretty big lump of change,” Ferrentino said. “But when we factor in the amount of recognition that is being gained currently, and what we hope the addition of Minnaar will do to maintain or enhance that recognition, we're getting a pretty good return on our investment.”

Minnaar makes his official debut with the team in March at the Sea Otter Classic in Monterey, California. For more info on the team, visit the Santa Cruz Riders website.