To find yourself talking with Fabio Canova, Mr. Named just to be clear, it is like being among friends, because kindness and simplicity are in the DNA of this character who for over twenty years has spanned the world of two wheels with his brands.
In his corporate and sporting stories, Canova proudly brought the Named brand all over the cycling world and beyond: just take a look on the roads of the Round of Italy, the Tour de France and the Vuelta di Spagna to understand the significance of the name Named Medicina Naturale and above all Named Sport, the latter brand that is the son of the company from Lesmo, a village immersed in the green Brianza a stone’s throw from Monza, where Canova and his closest collaborators find inspiration in the search for new products to make entire generations feel good. For example “Immun’Age” 100% Fermented Papaya food supplement, which promotes the body’s natural defenses is the most important product of Named Natural Medicine.
The desire to always produce new products is great, and ideas both in the field of natural resources and sports play their part.
“Certainly, our company is an always open well of ideas and innovations – explains Fabio Canova CEO of Named -. Exactly we are experimenting with new products that we will launch in the coming months. With the science behind us we document ourselves daily. Our products, as well as other to be scientifically proven, they are prescribed by qualified doctors for people’s health. Ours is a purely natural activity and over the years it has become a company philosophy and project “.
Today the company Named (acronym for NAtural MEDicine-Natural Medicine), created in 1988 primarily by Claudia Pirovano, Fabio’s mother and his father Rino Canova, it is a point of reference in the field of Natural Medicine, but also in the world of sport, in particular in professional cycling and beyond. World Tour teams of the highest level like Cofidis, Ag2r La Mondiale, Astana, e Sunweb and the Spanish Professional Caja Rural Seguros RGA regularly rely on Named Sport products.
“We are present in almost all sports and gyms, we have had Federica Pellegrini as testimonial, but for Named cycling is the most important vehicle. Cycling is more than good, and even the most famous people who now go have understood this. by bike. It is a renowned activity all over the world, and I am convinced that it will improve even more over the next few years. “.
Do you like pedaling?
“A lot. Every weekend, riding my Guerciotti, I immerse myself in Brianza between paths and landscapes, which in my view I think are spectacular. Cycling relaxes the mind and body, eliminates the daily stress of work, strengthens the immune system and improves circulation. It is a sport that I like, and for this reason I decided to do it. “
For twenty years the name Named has in fact been a fixed point in the national panorama of amateurs (today elite and under 23) with a team of young people led by a manager with long experience like Paolo Riva.
“I felt comfortable right from the start, also because I am someone who lets things happen, and with Paolo Riva a perfect feeling was created. We don’t like many turns of words and we always go straight to the heart of the issues. He is an excellent manager, he is He is good at managing the team and knows how to talk to the riders. I believe in it, I believe a lot in Riva and if after so many years we are still together it must mean something …. “
Mr. Canova, is there a race you would like to win with your Under 23 team?
“I am very happy and satisfied with the riders who have so far carried the Named name around Italy and Europe, and I thank not only Riva, but also all his collaborators. A race that I would like to win is the Italian championship. With this one. race full of charm and tradition, we have an unfinished business, but also some wonderful memories “.
Canova refers to the 2007 season when Fabio Negri, then in the Named-Tad Pharma jersey, finished in second position in the tricolor challenge that took place on the Ligurian roads of Diano Marina: Canova’s runner played up to the last meters who in that season, among other things, he won success in the Villasanta race and came second in the Piccolo Giro di Lombardia (he went professional in the Lpr Brakes Ballan in 2009, ed), but just in view of the finish line he was reached and overtaken by Matteo Montaguti, who he graduated as Italian champion of the elite and later had a glorious professional career.
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