La Maglia: Creating natural meeting spots

Among cyclists, La Maglia is not only a well-known brand, but also a familiar starting point for runs around Girona. What began as a small cafeteria in Platja d’Aro quickly grew into a reference within the Catalan cycling scene. Early mornings bring a mix of athletes (runners, hikers, cyclists) in, all heading out along the Costa Brava and all sharing the same ritual: coffee before effort.

Text & Photos: Sjors Beukeboom

Growth came naturally. From its original location in Platja d’Aro, La Maglia expanded to a second space inside Velòdrom de Girona, embedding itself even deeper into the city’s sporting culture. The launch of La Maglia Roastery followed, opening the door to collaborations and a wider presence through its own coffee beans. Today, the brand goes far beyond its fixed locations. Companies and event organisers can invite La Maglia on-site, where the team arrives with a fully equipped van to build a pop-up specialty coffee bar, wherever it is needed.

That mobility has opened up a new dimension, especially within the running scene. Girona has long been known for cycling, but the steady rise of triathlon and running communities has reshaped the rhythm of the city. Daily run clubs, often drawing groups of 25 or more, now form part of the routine. La Maglia’s location in the Velòdrom hosts some of these gatherings, blurring the lines between disciplines and reinforcing its role as a social hub.

More social, more human

In Platja d’Aro, a similar dynamic plays out. Not just cyclists, but runners and casual athletes settle in after training, using the space to recover, connect, or simply pause. Coffee, once almost synonymous with cycling culture, is now just as present in running circles, becoming part of a broader lifestyle rather than a single sport.

This is where the La Maglia van adds something new. At running events across Girona and the surrounding area, it becomes more than a service point. Positioned near start lines, finish areas, or along event villages, it creates a natural meeting place. Runners gather before races, holding cups instead of nerves, sharing last-minute thoughts or simply enjoying a quiet moment. Afterward, after the finish to be precise, the same pop-up space transforms. It becomes a space for conversation, recovery, and a sense of shared experience.

The presence of quality coffee in these settings changes the atmosphere. It slows things down enough to make the event feel complete. Spectators support longer, participants stay instead of leaving immediately, and organisers gain a focal point that adds to the identity of the day. It turns a race into an event more social and more human.

“This is a part of the project that I personally enjoy a lot, since we bring the coffee to the people where they like to spend their free time. We have collaborated in Velòdrom events, but also in some running events in Girona and the surrounding area,” says Marc Guinó.

Guinó himself, a passionate athlete, sees no separation between sport and what happens around it. “La Maglia and sport have gone hand in hand since the beginning. That’s something we’ll continue to build on in the future.”