Creating the club proposition for riders

Herman ten Kate

Finally I am able to work full-time on BEAT Cycling Club! This project drew my attention with the first press release from Rebel Group in the spring of 2016. BEAT was also my absolute favorite on the list of potential places to do my graduation internship for my degree in sports marketing. Why? Because I want to be involved and make a significant contribution when we change the world of cycling.

Via Piotr Havik (my colleague at the Dutch Cycling Federation last year) I had the chance to attend a business session of BEAT already in September, and I was warmly welcomed by Geert and Edwin. The presentation that afternoon gave me fantastic insight into all the plans and ambitions of BEAT. We decided to start working together, and since that day I have been itching to make use of all the potential around this project. That is where my #RoadToBEAT started. Although I had to wait until last Monday before my official start at BEAT, I have already had the chance to be involved in the last three months through meetings, brainstorm sessions, feedback and helping at events.

That possibility is typical of BEAT. Everyone who wants to be involved is welcome and gets the opportunity to share his or her thoughts and even to start implementing them. For my graduation research I will be busy working on the definitive membership proposition for our cycling members. That is not something that we will launch without careful planning, and the input of pioneers and future members is crucial!

My ambition for the coming months of the #RoadToBEAT is to shape this rider membership together, so that we will really offer added value for our cycling members and bring them closer to cycling than ever before – for example, through training like a pro via the Cycling DNA platform, going on training camps at the team’s facilities or forming BEAT training groups around the world.

These are just a few of the ideas and possibilities. I am looking forward to investigating the options very soon to present a fantastic proposition when membership opens. Do you have any ideas on this subject? Do not hesitate to get in touch with me via