During the week of International Mental Health Day (10
October), we invite you to discover the story of Fernando Vilela. Cyclist and
Admin of “Cafe Na Thrilha” channel on YouTube (biggest in audience
bikes in Brazil), he is an inspiration for how sports can change lives.
Fernando, 41, from Rio, shows how a life can be compromised
Getting better at the game with an admin.
Early years
Fernando was born in Rio de Janeiro and moved to Brasilia as a child
He lived till he was 9 years old. Later, he went to Espirito Santo, where his journey actually took place
It started. Fernando was like many of his generation
Difficulties choosing a career and decided to study pharmacy.
Although he has a knack for subjects, it is not enough to keep him
Motivation. His passion for sports led him to switch to physical education.
But because of the better opportunities he chose to pursue pharmacy studies
of the market. There he met his wife Talitha.
In 2005, after completing his graduation, he moved to the US for A
exchange program, where he improved his English and Spanish and gained valuable
Organizational experience. Back in Brazil, he left pharmacy and started a
Career as a real estate agent.
“At home we always joke that I studied pharmacy only for marriage (laughs)!
We have been together for almost 20 years and have a 7 year old daughter.
At the age of 30, Fernando had already accumulated his own experience
Real Estate and Espirito Santo stood out in the real estate market. However, the
Success brought its own challenges: High demand forced him to work
From Sunday to Sunday, taking him away from social and family life and affecting him
Health is a common reality for many Brazilians.
“I remember going to the doctor and he said I can't be depressed.
It's easy not to stress. That's when cycling came to me
Life”, says Fernando with a smile.
Encouraged by friends, Fernando started cycling, and from experiences – good
And worse – “Cafe Na Thrilha” was born. “Café Na Thrilha's motto is 'Connecting and
'Transforming people by bike', comes precisely from this experience
lived.”
A history of coffee on the trail
Cycling became his greatest passion. In 2016, Fernando decided to apply his application
Business experience in the world of cycling.
“Through my experience, I believe I have seen the potential and growth of YouTube
Social networks to reach a wider audience”, explains Fernando.
Despite the obvious potential, it has already faced competition from names
established in the field.
“If I want to stay in my comfort zone, I will work more
pharmacy or construction. I am motivated by the challenges in the world
Corporate and in cycle. My 'competitors' are my friends. exchange
Experiences, mutual growth and learning from the public are essential.
I discovered that it was possible to combine my two great passions with cycling
Entrepreneurship. Today, I do the same at Weston Group. I lead the cafe
Supervise and serve as CMO (Chief Marketing Officer) at WSB Consultants,
A company in the field of oil and gas and energy.”
Cafe on the Trail: Transforming Lives
Cafe Na Thrilha is on major social media platforms
Fernando shares his life on two wheels. Provides channel coverage
Breeds, nutrition and training tips, highlighting key publications
Engages and responds directly to the department and, most importantly, to the public
Your questions.
“My goal is to maintain a harmonious exchange with followers. i like
Let me learn from them and share some of the knowledge I have gained
Throughout my journey. I always stress the importance of routine, nutrition
Balanced and daily exercise, it doesn't have to be
Bicycle. The mind is our guide, past burning crises have taught me
To balance mind and body. I believe this is an important lesson for an athlete
Any sport can lead to a professional or personal life.”
Café na Trilha is Brazil's main bicycle channel and global reference.
This year, Terra, one of the largest portals in the country, highlighted the history of Vilela.
Fernando was on the cover of Racer's Guide for La Leyenda del Dorado in Colombia.
2023, and his photo appeared on the event registration page
Huge audience for coverage of this ultramarathon.
This recognition places Cafe Na Thrilha among the most popular social media channels
Relevant in this field, combining it with giants in the sports market such as Shimano,
Special e DJI.
Back to the corporate world
Apart from the Café na Trilha company, at the end of last year, talent and work
Fernando's hard work was recognized with an invitation to become a partner
CMO of WSB. Always your experience in the real estate market and Café na Trilha
Includes a comprehensive study of people, behavior and marketing
Fernando is a key figure in the field of digital marketing.
“It's very satisfying to look back and see everything I've been through.
Burnout and anxiety for business challenges. This is what people think
Refreshing, but when we suddenly separate ourselves from a profession, it is
Like they took away our identity. I am Fernando from X Company;
Suddenly, I didn't have that note, I was angry with the department, and I didn't want it anymore
Look ahead. Initially, Café na Trilha was an escape valve, but it was also
A brutal change of life and values. I remember secretly crying
I lay awake for many nights, aimless and without identity. Today I return to the world
Corporate and with a fresh perspective and maturity to lead people
Plans again. Sports gave me the courage to face life's challenges.
The corporate world too, I can say with more results than before”.
Fernando concludes
