Partner of the biggest cycling races in France, and in particular the Tour de France, the specialist in serviced residences for seniors has made cycling a vector of notoriety. But not only. Domitys also participates in its democratization by encouraging the practice of this activity in the territories. A way also to fight against sedentary lifestyle.
Domitys’ involvement in the world of cycling dates back to 2018. “We wanted to use the bike as a notoriety booster” says Stéphanie Regnard, operational communications director of the group, a major player in the silver economy with “today 153 residences”. Sports sponsorship begins with the most famous cycling race in the world, the Tour de France. “More than sponsoring a team, which is too expensive, we have used the lever of the caravan that evokes many stories and memories for our elders » explains the manager. It should also be noted that the majority shareholder of Domitys is the social and heritage protection group AG2R La Mondiale, itself sponsor of the professional team AG2R Citroën Team.
Cycling, a sharing and local activity that appeals to all seniors
On the Tour de France for five years, four vehicles and 18 caravanners in the colors of Domitys interact – distribution of goodies – with the spectators massed along the roads on each of the 21 stages. “The Tour is a free, popular and friendly event. It is this whole dimension of proximity and sharing that interests us” sums up Stéphanie Regnard who specifies that “when you chain three Grandes Boucles, you are supposed to mesh the entire French territory”.
Convinced that cycling is a sport that “speaks to all seniors”, Domitys has not limited itself to the Tour de France. He went further in his investment in cycling by joining forces with other well-known races in France (see below). This is the case with Paris-Nicethe Dauphine Criterium or for the first time this year the 4 Days of Dunkirk. The key for the brand is increased visibility and a new opportunity to meet seniors, whether they are on the side of the road or behind their television screen. Various animations are set up. On Paris-Nice, the regulation motorcycles are in the colors of Domitys. Associated with the winner of the day, the brand also sponsors the red flame, the last kilometer of the stage. In the residences quizzes are regularly organized. “The bicycle is our common thread” confides Stéphanie Regnard, herself passionate about the Little Queen.
Events throughout the year in connection with cycling races
The specialist in residences for seniors still strives to connect with its approximately 16,000 residents. “Whether at the geographical, heritage or gastronomic level, we stage and bring the competitions to life for our customers throughout the year” declares the director of communication, who cites the theme of “Spanish cuisine” as an example. served as part of the Grand Départ of the Tour in Bilbao this summer. The activities offered are as numerous as they are varied, with the backdrop of the desire to enhance the territories.
Encourage mobility and fight against dependency
On the sidelines of pure sponsorshipIn sporting terms, the Domitys group is also involved in cycling to promote it as a well-being and health activity. Via the “Vivons vélo” platform initiated by AG2R La Mondiale, the leader in residences for seniors intends to encourage its practice among the elderly. He has moreover created its own program, “Les 10 Domitys terminals”. On the route of a stage of the Tour de France, it offers residents the opportunity to get on a road bike or an electric bike and ride for 10 kilometers near their place of accommodation. The outings are supervised by instructors from the French Cycling Federation (FFC). The concept appeals since last year it mobilized a hundred participants. Sponsor of the operation, the double winner of the Tour Bernard Thévenet was able in the Hauts-de-France region to exchange with the cyclists present. “It was a nice moment” confesses Stéphanie Regnard who recalls that the oldest was 95.
The benefits of physical activity are well established. This is why Domitys does not wish to address its residents only. “An initiative like that of the” 10 terminals “, we could also open it to seniors’ clubs in isolated towns and villages” explains the director of communication who does not rule out “the re-establishment of non-customers”. What could be better than the bike to promote mobility and fight against addiction.
Domitys is not just for its residents
Strongly attached to the values of cycling, the one who “works for the quality of life of the elderly” will also be this year for the first time partner of the Vélotour concept. The idea is just as laudable as it is simple. With friends or family, it’s about (re)discover in walking mode sites (stadiums, monuments, museums, factories, etc.) usually prohibited for cycling. The concept is currently available in ten cities in France (Bordeaux, Dijon, Le Havre, Orléans, Paris, Reims, Toulouse, Tours, Saint-Emilion, Valenciennes).
Finally, never short of ideas, Domitys publishes, in partnership with the Visorando itinerary platform, a map listing a selection of hikes – by bike and for some of them on foot – to do near the residences of the group. “We started with the Provence Alpes Côte d’Azur region. We are continuing in all the other regions,” emphasizes Stéphanie Regnard, for whom the practice of sport and cycling at any age is certainly a guarantee of well-being and aging well. We completely agree with him.
Domitys, a player involved in major cycling races
- Paris-Nice, from March 5 to 12.
- 4 Days of Dunkirk – Hauts-de-France Grand Prix, from March 16 to 21.
- Les Boucles de la Mayenne, from 25 to 28 May.
- The Critérium du Dauphiné, from June 4 to 11.
- The Tour de France, from 1is to July 24.
- Paris-Tours, October 8, 2023.
Domitys in a few figures
- 153 residencies (about ten abroad).
- A hundred in development and construction.
- 120 apartments (from studios to 3 rooms) on average per residence.
- Over 16,000 residents.
- Over 20 years experience.
- More than 4,000 employees.