Last November we launched the #RoadToBEAT in the Netherlands. The road to the first professional cycling team based on a club structure now brings BEAT Cycling Club to Belgium. During Velofollies, Belgium will discover BEAT and the #RoadToBEAT for the first time.
As an international initiative, BEAT focused primarily on the Dutch market initially, in terms of activations for pioneers. Since the launch in November, the interest in BEAT from Belgium has been clear, as evidenced by a nice group of Belgian pioneers. With our presence at Velofollies this weekend, we are officially kicking off our activities in Belgium. Geert Broekhuizen, BEAT co-founder, says: “Belgium is a cycling country. Velofollies allows riders, fans and cycling-related businesses come together, and the new season has just started, so this is a perfect time for us to start the #RoadToBEAT in Belgium.”
After Velofollies, the next event in Belgium will be the club meetup in March in Antwerp, which will allow the Belgian pioneers to start helping to build BEAT Cycling Club.
On Friday, visitors to Velofollies had the possibility to meet the winner of Kuurne-Brussels-Kuurne 2010 and BEAT ambassador Bobbie Traksel. Members of the BEAT project team and some enthusiastic pioneers we be at stand 125 all weekend to explain more about BEAT and the #RoadToBEAT.
Visitors to Velofollies can also win a first-edition BEAT jersey with a pioneer membership.