We make embrocation.

Embro what? We know it’s a strange word, and we’ll be the first to admit it. Embrocation is simply a warming cream that athletes massage into their muscles before training or racing. It helps their muscles get a jump start on their warm-up.

Will it make me faster? Maybe. It will make your athletic experience nicer. And if your legs are happy, you’ll be happy, which may translate into faster times. It doesn’t matter if you run, ski, ride, or swim. Happy legs are fast legs.

Is it just for my legs? Nope. We have athletes putting it on their lower backs and shoulders before racing.

What’s a Soigneur?

In the sport of professional cycling, a soigneur (“swan-yer”) is a very important part of a successful team. Not only do they pack bags, prepare food, schedule flights, drive vans, hand up food, carry up to rooms, and calm nerves, they also rub legs. The Soigneur is the last person to touch a rider before the race, and the first person to hand them a drink after the race.

Unless you’re a professional, you are your own soigneur. We’re here to help. At Soigneur we create products that enhance your athletic experience, motivate you to start your workout, enjoy the ride, and recover from a workout.

Available now at these retail shops:

Gazelle Sports (Grand Rapids, Holland, Kalamazoo)

Kentwood, Chicago Drive, & Holland Cycling and Fitness
(Grand Rapids, Grandville, Holland Michigan)

Cycle & Fitness, Niles Michigan

Velo City Cycles, Holland Michigan