Shimano Europe is to turn a former brewery site in the Netherlands into a Shimano multi-activity centre. The centre will open in 2017 and will allow visitors to take part in Shimano-equipped cycling, fishing and rowing activities.
The Shimano Experience Centre will take shape in Valkenburg, in the province of Limburg. The site houses the Leeuw brewery which closed in 2006. The historic building, a brewery since the 1880s, was formerly a gunpowder factory.
A statement from Shimano Europe said:"The concept underpinning Shimano’s Experience Centre is a journey of social and product experience moments, helping visitors engage in a fusion of interaction and function."
It adds: "Each area will be presented as a sensorial experience, encouraging guests to move, feel and live the Shimano moment."
There will be indoor virtual reality displays as well as outdoor test tracks and fishing areas. There will also be a café and a museum.
Valkenburg is the location for the Amstel Gold pro cycling race.
“The opportunity to create Shimano’s new experience center in an area with such a rich cycling history is incredibly exciting,” said Gerrit Middag, Shimano Europe Business Development Manager.
He added: “We expect the site to draw cycling, fishing and rowing fans from around the world and be of tremendous benefit to the sporting industry in the region."
Also on site will be an Amstel Gold Race XP centre and hotel with 60 or so rooms. Other partners on the site are sports and medical professionals and a bike rental company.