Troy de Hass - The power of BMC & relationships in sport


The High Performance Project

Troy de Haas knows sport from all angles, first as an athlete and now in the business of sport.

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Troy is the Head of Sport at cycling manufacturing giant BMC Switzerland and runs his own sports sponsorship and marketing company, TDH Group.

But Troy’s journey started on the trails as a runner. He was the first non-European to win a medal at international level in the sport of orienteering and achieved Australia’s best result at a Senior World Orienteering Championships, placing seventh in 2006.

In this interview, Troy talks about:

- How he applies his learnings as an athlete in business

- Relationships with athletes, including cycling and BMC legend Cadel Evans

- The success of BMC as a brand

- His work in sport in South East Asia

- Sports marketing and social media

- Sports tourism and cycling

- Much more!


The High Performance Project takes you into the world of sports science and elite sport, through the stories and experiences of the most influential people in the sports industry.

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The High Performance Project is powered by Lumin Sports. Lumin Sports collaborates with teams to give every decision maker the tools to interpret complex data. Follow them on InstagramLinkedIn or visit them at

Hosted by Ben Tripodi and Jack Shephard.

Produced by Apiro Media.

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