Maya Research: The Business of Culture I 2026 I Download Now
Why Mummu is Among the Most Loved Companies to Work For in Australia.
CULTURE 100 AWARD WINNER I 2026
The cycling experiences company, where an 8-year average tenure proves culture works.
Mummu Cycling creates world-class cycling experiences that bring fans inside professional racing. Founded by Marcel Berger in 2010, they've spent 15 years building access to the Tour de France, Paris-Roubaix, and Santos Tour Down Under through relationships that open doors most fans never see.
Some guests ride. Others watch. All of them connect through moments that change how they see cycling. Pre-dawn rituals with teams. Strategy conversations that reveal how races really get won. Quiet moments when champions are just riders who love their craft. These are what Marcel calls Mummu Moments™, built on 15 years of earning trust with riders, team directors, and race organisations where every door that opens does so because Marcel and his team have proven themselves.
"Mummu exists because fans deserve more than a place on the sidelines," Marcel explains. "They deserve to feel what it's like to be inside the world they love. The moment is when it feels like you belong there. The moments that matter most are the ones you never saw coming."
Behind this mission sits a workplace culture that recently earned Mummu recognition in the Maya Culture Awards, ranking them among over 20,000 surveyed employees as one of Australia's most loved companies to work for. After anonymous feedback and a detailed assessment, Mummu stood out for building a culture that mirrors cycling itself: resilient, trust-driven, and always moving forward together.
For Marcel, culture is anchored in three principles: access, passion, and authenticity. Everyone has permission to challenge ideas and bring fresh perspectives, whilst understanding how their work serves the fan and protects what makes pro-cycling special. Marcel describes it as the feeling of being inside the peloton: high trust, shared accountability, and camaraderie under pressure where people push hard, take risks, and innovate, knowing they'll never ride alone.
Wins get celebrated as a group. Mistakes get owned as a group. Every event and partnership becomes an opportunity to raise the bar. Staff have stayed an average of eight years because the work is fun, infectious, and genuinely meaningful, whilst creating a family environment built on substance where people feel connected to the work and each other.
"I want every team member to feel that their work creates moments people will remember forever." Marcel drives this through three things: clarity about why they're doing what they're doing, autonomy to make decisions and grow, and connection so everyone feels part of the family. Open debriefs happen after every major event, whilst regular storytelling shows the impact they create. Direct exposure to fans, riders, and partners helps teams see the difference their work makes, whilst people finish each season with stories they'll share with pride.
At Mummu, culture shows up in unexpected ways. One team member who's been there since 2019 recently made a Tour de France highlights video for his friends. Nobody asked him to. He did it because he loves the sport and wanted to share the joy. That's the culture Marcel's building, where people care so deeply about the experience that it becomes part of who they are.
People who thrive at Mummu are gritty, imaginative, and fan-obsessed. They handle logistics and spark ideas that transform experiences whilst respecting cycling's heritage and staying hungry to shape what comes next. Technical skill matters, and so does having fun and trying new approaches. Marcel is transparent about who they are: a company at the intersection of sport, storytelling, and genuine fan connection. He feels supporting people means giving them responsibility to lead projects and take ownership, while backing them when things get tough by helping to clear obstacles.
Teams learn through mentorship and cross-training so everyone can see how their work directly impacts the fan experience. Like any good cycling team, they look out for each other. The culture ensures that team members who show commitment and authenticity get rewarded.
"The past 15 years have taught me that trust gets earned through proving ourselves with riders, team directors, and legends who treat our guests like family. Real moments take time, care, and genuine relationships. My team has been with me for an average of eight years. Over 40% of our guests return because of how these moments form lasting connections."
Recognition in the Maya Culture Awards reflects what Marcel has built. When cycling companies genuinely mirror the sport they serve through high trust, shared accountability, and real camaraderie, the impact shows up in careers transformed and fans experiencing cycling in ways they never see coming.
