Success Stories
Allegra: Bünder Trail-Know-How for Europe and Japan
Nov 4, 2025
Allegra operates in "Trail-Based Tourism" and offers consulting as well as the planning and construction of bike and leisure infrastructure — from MTB trails and hiking paths to pump tracks (soon also urban cycling parks). In 2018, Allegra expanded to Austria, later to Finland and Japan; the company also completed projects in Germany, Italy, Sweden, and France. With 20 years of experience, a broad portfolio convinces customers worldwide. Claude Balsiger and Mike Maurer explain how they unlock new markets.
What prompts you to explore a new market?
Claude Balsiger: When we look at a new market, tourism, where we have our roots, is often the gateway from which initial inquiries come. In tourism, visions are developed, and we are strong in this area. However, we increasingly want to expand into urban areas, where we need to solve problems such as user conflicts. We handle initial inquiries and projects in a new market from one of our existing locations. In a second step, we need to weigh the potential of the markets against each other. For this, we conduct a market analysis, examining whether there is tourism potential and what the competitive situation looks like.
Mike Maurer: We have seen that it's often not easy to promote our services. However, with the modular pump tracks, we now have a concrete product that is more tangible for customers and helps us forge contacts that also have potential for the consulting and construction side.
You have primarily expanded in Europe. Why also in Japan?
Claude Balsiger: The origin was a city partnership between St. Moritz and Kutchan. The authorities of the Japanese city visited here for the anniversary of the city partnership. They saw the mountain bike offerings and wanted to get to know us. Today, we have large contracts there.
Deciding whether or not to enter a market primarily depends on whether we can find local partnerships and what network we can rely on. S‑GE has been a great help with both.
Claude Balsiger
Owner, Senior Project Lead, Allegra
How has Switzerland Global Enterprise supported you in entering international markets?
Mike Maurer: We used various offerings, depending on how well we were oriented in the market. In Germany, for example, we don't have our own company, but we have a license to sell pump tracks. We wanted to offer something that other companies don't have to generate attention and interest. This led to the idea of generating leads through information on funding programs. On one hand, we integrated a form for this on our website, and on the other hand, the Swiss Business Hub Germany identified leads and proactively contacted them by phone. This dual combination—funding programs and product—website and phone campaign—has proven successful. In other countries, S-GE primarily supported us with settling in Switzerland.
What challenges have you encountered abroad?
Claude Balsiger: As a Swiss company, we are used to lean and efficient structures on the part of the state as well as companies. Abroad, things work differently. The situation in a market, whether legally or economically, is not easy to understand. S-GE is a first point of contact with trustable contacts and know-how.
Are there differences in the arguments you can use to convince customers in different countries?
Mike Maurer: For pump tracks, for example, a basic knowledge of the benefits, as well as a certain budget and open space, are needed. The starting point is similar everywhere, but the understanding of it is different, which is why we adapt our communication accordingly. In addition, there are regional peculiarities. While in Switzerland the pump track has become part of everyday life, with schoolchildren doing their rounds every day, in Japan it is event-driven; there, it has to be a show. We must understand these peculiarities and respond to them.
What advice would you give to other companies looking to start exporting?
Claude Balsiger: A thorough and realistic market analysis is very important. Local partners who speak the same language and interact on an equal level are crucial. Our conclusion: It often takes more time and patience than expected to establish a company abroad and bring it to an operational level.
From the very first conversation with Allegra, it became clear: modular pump tracks could also become a sales hit in Germany. Since promoting physical activity for children and young people is supported from the federal level to the community level, they are an ideal fit. We recommended Allegra conduct a funding analysis to target potential interested parties more effectively — with success: the interest was significant, and the outreach was consistently positive.
Nadja Kolb
Consultant Germany/UK + Ireland, Switzerland Global Enterprise