Gerard Vroomen cofounded Cervélo Cycles, which does not have marketing experts but whose success demonstrates Vroomen's natural marketing abilities. He is obsessed with engineering and helping customers win races on Cervélo bikes. Notable athletes have won major competitions using Cervélo bikes. The Cervélo website focuses on engineering details, athletes' stories, and user stories to educate customers. It generates significant search traffic comparable to much larger competitors. Vroomen attributes this success to the keyword-rich cycling content and believes focused web marketing is key for small niche companies to sell globally.