Fisk Knob Time Trial

It may seem a bit odd for a software company to sponsor a bicycle race, but Atomic Object has been doing just that for the past two years. The Fisk Knob Time Trial, an annual 17-mile race that pits some 150+ cyclists against the clock, has become an integral part of AO culture. It may not be obvious why a software company would sponsor a bicycle race, but we’ve found a few solid benefits over the past few years.

Community – Employees are encouraged, but not required to participate in the event. Despite this, AO still finds over half of its staff participating in the event—some 10-12 riders, partly of their own volition and partly from good-natured pressure from other staff members. Employees often train with each other outside of work, building relationships, and keep each other on track for their race-day goals.

Health – A healthy staff is a happy staff. Not only does a healthy staff lower medical expenses, a healthy staff is also more productive and energetic. Employees who may not otherwise exercise much have found themselves goaded into participating, only to develop a love for cycling.

Culture – AO has had employees riding to work on a daily basis almost since formation of the company in 2001. Employees encouraged each other to ride, to the point where an office “bike culture” developed, leading to the installation of bicycle racks and a helmet reimbursement program, in which employees can be reimbursed for the purchase and use of a bicycle helmet to encourage safety and commuting via bicycle. Many AO employees regularly participate in year-round cycling events and races outside of Fisk Knob, but for many, Fisk Knob is a foray into the world of cycling.

Exposure – Atomic Object’s commitment to Fisk Knob as a positive local event gives AO a strong community presence, and a chance to give back to the community that has supported them since 2001. The sponsorship makes AO highly visible within the local community, and develops the AO brand as one interested in building that community.

AO’s sponsorship of Fisk Knob may be hard to link directly to increased business or revenue, but symbolically and internally the benefits are clear. It is a chance to both invest in something the majority of AO’s employees value, and the community surrounding and supporting AO. It encourages a healthy lifestyle and creates relationships within the office that extend far past the walls of 941 Wealthy St.