Santini SMS is a premium Italian cycling apparel brand doing north of $30 million annually. The company was started more than 60 years ago by their father, but is now owned and run by Monica Santini and her sister, Paola. In this episode, we start off talking about their sponsorships of the major tours and UCI pro teams like Trek-Segafredo, how they capitalize on those relationships and deals, and how they support their retailers. Then we switch gears to talk about how anyone, not just women, can be a great leader…plus some of the challenges and benefits of being a female CEO. If you’re a fan of the brand, trying to figure out how to lead a diverse workforce, or curious about why sponsorship deals are only the beginning of a marketing program, this episode is for you!