Through the project “The Wheels Tell the Story”, the Rotary Club Erba Laghi provided the Cycling Museum in Magreglio with a state-of-the-art audio guide system designed to enhance the experience of guided tours.
“Enhancing the quality of guided tours at the Cycling Museum in Magreglio by investing in human resources.” This is the objective of the project “The Wheels Tell the Story” promoted by the Rotary Club Erba Laghi, as explained by President Luca Michelli during the inauguration of the state-of-the-art audio guide system, officially delivered to the museum on June 6.
The system includes four latest-generation transmitters and forty receivers, allowing up to four groups of visitors to be guided simultaneously, in different languages and with different narratives exploring the stories preserved in Magreglio.
“The great appreciation for the excellent quality of the services offered by the museum staff, starting with Carola and Clara, certainly played a fundamental role in this project,” President Michelli added. However, there were also broader considerations behind the Club’s initiative.
For some time now, leading international consulting firms have pointed out that consumers — not only in Italy — are increasingly inclined to invest their financial resources in experiential activities rather than in physical objects.
At the end of May, the Italian research institute Censis presented the study Musei di Vetro (“Glass Museums”), which revealed that among the top preferences of Italian museum visitors is the opportunity to be guided by experts capable of showing aspects that visitors would not be able to fully appreciate on their own.
“We are especially grateful to the Rotary Club Erba Laghi,” said Antonio Molteni, President of the Cycling Museum, “for fully supporting the development goals of our initiatives, which aim to offer increasingly high-quality services to all visitors — also through the expertise of our staff. I would like to point out that in 2025 the museum welcomed more than eleven thousand visitors.”
The project was funded through a modern crowdfunding campaign hosted on the Ginger digital platform, with the support of BCC Brianza e Laghi, whose contribution proved decisive in the final stage of the fundraising effort.
In addition to the Rotary Club Erba Laghi, the online campaign — coordinated in particular by Club members Graziella Gerosa and Carlo Cattaneo — also received support from a large number of private donors and cycling enthusiasts connected directly with the Museum.
