by Gus Grissom, Combat Correspondent
If you ever wondered about the real relationship between small business owners and the amateur cycling teams they are often asked to sponsor, you need ask none other that Doron Petersan, owner of Sticky Fingers Bakery. “I spent years working for a non-profit group before I became a small business owner. That’s when I realized that the two jobs are practically the same: cash is always tight and you have to come up with creative ways to get people involved, purchase your product, believe in your mission, and believe in what you are doing.” This is how Petersan describes her love affair with the food service industry and nutrition science, and the passion that brought these two topics together in the form of her own business, Sticky Fingers Bakery. This love affair, fortunately for MABRA, is now yielding another source of inspiration for her other passion, cycling, as the bakery begins to sponsor its own women’s cycling team, Team Sticky Fingers.
Petersan, herself an active racer, was approached by several women from various local teams with whom she rides and races. When asked if she would be interested in putting together and sponsoring a new women’s team, her initial response was “start a team? No way. No how. Not ever and definitely not now. I’ve got a business to run.” As time passed, however, she said that she started to realize that this would be one more way to support women’s cycling in a tangible, positive way while helping to grow her own business. She said “the bakery has always supported as many races and teams as we could across the district by donating prizes, mostly gift certificates, for various races.” But the opportunity to represent her own business by putting it right into the women’s peloton seemed to her a new and exciting way of looking at the dynamic between small business and local athletes. “I realized that it would be interesting to put together a small group of dedicated racers who could represent the ideals of my business in a specific way, a group that would know what our philosophy is all about and put that philosophy into action by competing and winning across this very active region.”