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the publicity from that is a boon(e) for trek
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He normally rides Shimano, so switching both bikes and shifters, to SRAM, and still coming third really is quite incredible. He must be really strong, mentally.
What I don't understand is how he was able to ride the European champs plus three rounds of the World Cup on his Ribble frame, only for it to fall foul of the commissaires at the Worlds. If the bike isn't on the UCI list (and @gofasterstipes asked Ribble this week if it was and they claimed it is) how come it wasn't an issue before?
https://www.wielerflits.be/nieuws/nathan-smith-pakte-wk-brons-op-geleende-fiets-van-sven-nys/
Not a bad loaner bike...