Giving Technicians the Stage They Deserve: The Story Behind the Nuova Simonelli Technicians Competition
“Technicians are a vital link in the coffee value chain but too often, they go unrecognized.” This observation by Nicolas Poirot Crouvezier, General Manager of Nuova Distribution France (Simonelli Group’s Lyon branch) and the main promoter of the initiative, sparked a mission: to finally shine a spotlight on the essential professionals who ensure espresso machines deliver perfection, cup after cup.
While baristas command competition stages and applause, the skilled technicians maintaining the complex machinery remained largely behind the scenes. Recognizing this gap, the Nuova Distribution France team developed an idea: a dedicated platform to celebrate technicians’ vital contribution. “Creating a competition dedicated to technicians was a natural decision,” Poirot explains. “They have the expertise and pressure-handling skills that deserve a spotlight. We chose this format because we truly want to crown a legitimate French Champion, through a serious and meaningful competition.”
Thus, the Championnat de France des Techniciens was born – a live, head-to-head challenge demanding not only deep technical mastery, but also pinpoint precision, sharp problem-solving, and unflappable calm under pressure. The response was immediate and emphatic. “Overwhelmingly positive,” says Poirot. “From early interest by partners like Collectif Café to growing support from leading French coffee companies… It even sparked local and regional initiatives interested in hosting qualifiers.”
But the vision extended far beyond France. Nuova Simonelli aimed to take this powerful format global, influencing technical training approaches worldwide. This ambition crystallized into the internationally branded Nuova Simonelli Technicians Competition.
A Global Stage and the “Culture of Service”
The competition’s global debut took place in April 2025 at the Experience Lab in Dubai, marking a significant milestone. Federico Ortile, Simonelli Group Middle East General Manager who hosted the event, highlighted its deeper purpose: “This event was more than just a competition. It was about creating awareness about the ‘culture of service’, where great service means not just fixing problems, but preventing them; understanding the full machine ecosystem, from water quality and cleaning to preventive maintenance and spare parts management.”
Defining the Champion
The competition seeks the complete technician. The ideal winner blends deep technical skills with interpersonal abilities, meticulous precision, and the proven capacity to perform flawlessly under intense pressure – live on stage, often with colleagues, employers, and peers watching.
Why the Spotlight Belongs Here
For Nuova Simonelli, technicians are fundamental to daily cup quality. Their behind-the-scenes work ensures equipment operates at its peak, providing baristas with reliable tools. This dedication is the critical first step toward achieving long-lasting equipment, consistent coffee excellence, and ultimate customer satisfaction. The Nuova Simonelli Technicians Competition is a direct investment in showcasing and rewarding this indispensable know-how and strategic role.
The Stage Expands
Having successfully launched globally in Dubai, the format conceived in France is now firmly on the world stage. The next major event is set for France during the upcoming Paris Coffee Show, promising another exciting chapter in recognizing the technicians who keep the coffee flowing perfectly.
Answer the Call
Technicians worldwide inspired to test their skills and gain the recognition they deserve are invited to follow www.nuovasimonelli.com and the Instagram page @nuovasimonelliofficial for updates on upcoming challenges and qualifiers for the Nuova Simonelli Technicians Competition. The stage, finally dedicated to them, awaits.
