Support the cycling revolution

Geert Broekhuizen

In the coming weeks, founders Geert Broekhuizen and Edwin Gulickx will further explain the ambitions of BEAT Cycling Club. Why does the sport of cycling need a club like this? What are our ambitions? What is the added value for you as a cyclist or fan? We’ll start by looking back briefly and then give you a preview of what’s to come.

After a few difficult years, cycling seems to have become more popular than ever. Just take a look in your own life: either you cycle yourself or you know someone who does. Recreational cycling events such as the Ronde van Vlaanderen, Amstel Gold Race and Marmotte sell out fast, and there’s no lack of media attention for the “big races.”

But despite the popularity of cycling, the future of many professional teams hangs in the balance every year, and the sport can only blame itself for this uncertainty. Sponsors are an important and visible part of professional cycling. When a major sponsor leaves, a team needs to find a new one. If the management is unsuccessful in this effort, it can mean the end of the team. With high turnover among sponsors, continuity and recognizable identities seem to be impossible to achieve in this global sport that is loved by so many.

The DNA of a club

Why is this hardly ever the case in sports like football or hockey? The answer is simple: professional football and hockey teams come from club structures where the club identity develops through its members. Values like team spirit, enthusiasm and sportsmanship are expressed by a club’s members and fans and become the natural DNA of the club. For companies, this is an incentive to associate themselves with a certain team, as they can relate to the values of the club. Of course, a company gains brand awareness as a sponsor, but the club will never become dependent on a partner. The unique club identity is protected because members and fans are the first priority.

Our faith in a club structure

This is why BEAT Cycling Club was created: we believe in a club structure as the basis for a professional cycling team. Thanks to our more sustainable approach to the sport of cycling, we can offer greater value. The club structure incorporates fans, cyclists, partners and professional cycling teams. Together we continuously build our club identity, based on values like winning, rebelliousness, coolness, enthusiasm and quality. BEAT Cycling Club needs to be a club that fans, cyclists and companies can relate to and want to join.

Relevant and valuable benefits

Many have already joined BEAT Cycling Club. These people are fans, cyclists and partners who believe, just like us, that our revolutionary approach will have a lasting impact on the international cycling world. Yet right now we’re only at the very first stage of developing everything we will be able to offer our members in the future.

From 2018 onward, club membership will provide relevant and valuable benefits. Fans can expect exclusive behind-the-scenes footage and can experience races from up close. Cyclists will receive a personal DNA profile on our online platform with training tips and schedules, and they can participate in unique events with pro cyclists. Every member, whether fan, cyclist or partner, can influence our policies by voting and making decisions that impact the club’s future.

We view companies as partners that can be an active part of the club. We offer them programs that help improve the engagement and health of their employees. We also offer new connections and access to our other members and partners.

From now until our membership program is launched in 2018, you can have your say as a pioneer. You will be among the first to receive inside information and will be invited to help us at various events. Or, if you want to organize your own activity, develop aspects of the membership in a project group or use your knowledge to tackle a specific issue, we’re happy to accept your contributions as a pioneer.

We welcome you to BEAT Cycling Club, because only together can we develop a cycling club that aims to:

1. Be an active club for fans, cyclists and partners;
2. Introduce cycling teams at the highest;
3. Initiate a sustainable change that will impact the international cycling world

Do you have questions? You can contact Geert at