Fernando Vilela, CMO of Westhon and WSB Advisors, cyclist, and YouTuber, received a significant recognition in April 2024. As the creator of the YouTube channel “Café na Trilha,” he earned the exclusive right to create content while cycling on the track of the second stage of the Mountain Bike World Series, the sport’s World Cup.
This prestigious stage took place in Araxá, a city in the interior of Minas Gerais, renowned as Brazil’s premier state for mountain biking. From April 19th to 21st, Vilela detailed the obstacles and challenges of the track navigated by the world’s top cyclists. He also provided comprehensive external coverage of the event, including unique and exclusive interviews.
Followers and fans expressed their gratitude on social media, thanking Fernando for bringing the excitement of the competition to those unable to attend. Additionally, during a weekend filled with adventure and cycling, Vilela and his partner Luciano Canal led a tour through the streets and dirt roads of Araxá with fellow cyclists.
“I am thrilled with the achievements on this trip. Being the only media representative allowed to cycle on the track during a time reserved for female athletes was an incredible experience. Showing the intricate details and challenges that competitors face reinforces the recognition of the work we do on the Café na Trilha channel. It’s a vote of confidence from the competition organizers,” said Fernando.
Brazil in the Mountain Bike World Series
After a hiatus in 2023, Brazil returned to the circuit in 2024 with two stages. The World Series features 14 stages this season, starting in Mairiporã, São Paulo, from April 12th to 14th. Until October, the competition will also take place in Scotland, Italy, Poland, Czech Republic, Austria, Switzerland, France, the USA, and Canada, with events in downhill, enduro, and cross country—the latter being an Olympic discipline.
The Araxá stage featured cross country events, earning points for the Paris 2024 Olympic Games. Danish cyclist Simon Andreassen and American Haley Batten emerged as the big winners. Among Brazilians, Ulan Galinski finished 46th among men, while Karen Olimpio secured 31st place among women. Karen shared exclusive insights with Fernando Vilela post-race, available on the Café na Trilha YouTube channel.
The World Series, established in 1989, is one of the two premier mountain bike competitions globally, alongside the World Championship, which is held for one week each year. The 2024 edition will take place from August 26th to September 1st in Andorra.
Following the success of the Araxá stage, the city is poised to host two stages of the Mountain Bike World Series in 2025 and 2026.
Café na Trilha… from Rio de Janeiro to the World
“Café na Trilha” was founded in 2016 to share stories and positive experiences related to cycling. Beyond race coverage, Fernando Vilela offers tips on nutrition, training, and equipment, ensuring a high-quality ride.
Hailing from Rio de Janeiro, where the WSB and Westhon offices are located, Fernando has lived in Brasília, Espírito Santo, and now resides in Teresópolis. His journeys across Brazil have now expanded globally.
In late 2023, Fernando was invited by Specialized to Chile to cover the brand’s major launch. As one of the world’s leading cycling brands, Specialized provided Fernando an exclusive preview of their new bikes, accessories, and equipment. He tested two versions of the Epic bike: the Epic Race, now simply known as Epic, and the Epic Evo, officially launched on March 12th. Fernando’s presence at the event, as the only Brazilian, highlights his significant influence in the cycling world.
From July 22nd to 26th, Fernando will compete in La Leyenda Del Dorado in Colombia, an ultramarathon spread over five days. His photo graced the cover of last year’s Race guide and appears on this year’s event registration page, marking another milestone in his career.
Café na Trilha in numbers
YouTube
– More than 800 videos already published, always with exclusive content
– 228 thousand followers
– 36 million organic views
– 932.8K views per month
– 4.7 million hours watched
– 134 thousand followers
– 3 thousand posts
– 77.8 thousand accounts reached/month
– 1.4 million content impressions
– 16 thousand followers
– 12.8 thousand posts with engagement
– 454 thousand reaches per month
– 474 thousand impressions per month
