As featured in
Fractional partner for cycling brands and destinations tired of guessing and paying for reach that doesn't convert. Rider-first. Zero ad spend. Quarterly partnerships.
"Loek knows how to deal with the unexpected — he can switch gears and act immediately. He is the best at putting together a high-quality media package, informing the press, and getting them excited."
"His broad perspective on cycle tourism, active mobility and funding, combined with his energy and talent for making new connections, often leads to fresh insights and concrete opportunities. Loek is an agile thinker — his approach is innovative and efficient, setting an example for the future of our sector."
"Loek has ensured that GRAVAA has grown significantly with our own channels — generating almost 10,000 qualified email leads, millions of views on our Instagram channel. Conversations with Loek focus on practical ideas, new collaborations and have real added value for me and the wider network."
As featured in
Selected from 30+ tourism boards across Europe, Africa, and the USA — plus cycling brands, events, and product launches.
Solo self-produced cycling trip. 5 days, iPhone-first production, zero ad spend. One bike brand, two bikepacking solutions, two tire brands, one gearbox brand — all benefitted precisely because it didn't look like an advertorial.
Earned mediaStrategy partner from day one of their gravel tourism journey. Multi-day route documentation published in Bicycling and GravelBike Magazine. Rebooked multiple years running.
Destination marketingCycling tourism content campaigns including viral social media videos and editorial placements across major European cycling media. Trust built on consistent results, not retainer lock-in.
Destination marketingTwo-month earned media sprint for Dutch custom titanium brand. Zero ad spend. 210+ marketing-qualified leads for bikes at €8,000+ — generated from Morocco and CyclingWorld Düsseldorf coverage.
Brand mediaCycling route storytelling across three Turkish regions with editorial placements in international cycling media. Also represented their team at 4 cycling tourism expos, addressing their ideal audience directly in Dutch. Four consecutive rebookings based on measurable tourism impact.
Destination marketingAs first communications hire: complete brand marketing installation, global product launch, WorldTour partnership announcement commercial, 9,000 new email subscribers, and social following tripled — all in 10 months.
Product launchEvery client I work with faces a version of the same challenge: great product, great route, great story — but no one's listening yet.
You make remarkable products or manage incredible routes, but your content doesn't reach the riders who would love you. Paid ads get skipped. Press releases get ignored.
Cyclists don't know your region exists. Or they've heard of it, but don't feel confident enough to plan a trip. Uncertainty is the real barrier — not awareness.
Studio-perfect videos stall at 800 views. Polished photography gets liked but not shared. Riders trust riders — not production companies with big cameras.
The cycling ecosystem is relationship-driven. Knowing who to call at the European Cyclists' Federation, which creator to commission, which publisher to pitch, what brands or events to partner with — that takes years to build.
You're paying for ads, agencies, or influencers — and struggling to connect it to real results. Impressions are vanity, but expensive to ignore. New followers, mail subscribers, marketing leads, route clicks, sales, and bookings are the real metric.
Whether it's a first-time tourist nervous about EV19, or a rider doubting their ability to complete their Big Ride — uncertainty is the most underrated barrier in cycling.
Brand or product defining explanation videos — made to last, share and re-use. All excl. VAT. Custom and performance-based models on request.
Typical agency video: €2,500–€5,000 per asset · Freelance production: €1,500–€3,000 per asset
10+ assets/month. Full creative direction, social management, weekly check-ins. I become your internal media and strategy department.
→ Let's talk custom pricingFor a minimum of 3 months, I take your product into real use — relatable, adventurous situations that spark interest while showing and explaining the product in action. As a solo creator or with cycling media professionals, I create, edit, publish and organise your social media to drive awareness, follows, conversations and leads or sales for your quality products.
Typical social agency retainer: €4,000–€8,000/mo · Hiring in-house: €50k–€80k/yr + overhead
A structured 6-month guidance programme for cycling business founders. Built around real conversations, proven frameworks, and a 24/7 line for the moments that matter most.
€1,200/month for solopreneurs currently earning under €100,000/year. Same programme, same access, same commitment — because the best time to build the right habits is before the scale-up, not after.
I could earn 3–5× more outside cycling. That's not a complaint — it's context. I stay because I genuinely believe cycling changes lives. My partner learned to ride as an adult, from volunteers. Today she cycles to her Alzheimer patients. That's what a bike does.
My mission is getting 100 million more people cycling. Everything I build — the content, the partnerships, the campaigns — points there. That's not marketing language. It's the reason I'm still here after nine years.
I work as a solo operator, not an agency. That means you get me — my judgment, my network, my standards — not a junior account manager with a brief.
I don't make content about cycling. I make it while cycling. Morocco, Luxembourg, Flanders, Turkey — the stories come from inside the experience, not a boardroom brief.
110 million views. Zero ad spend. I've never needed a media budget to create reach — because the content is built to travel on its own.
Perfect-looking videos stall at 800 views. Real rider content gets shared across continents. I stopped chasing perfect years ago. Results followed immediately.
Visit Flanders — 4 years. Go Türkiye — 4 bookings. Visit Luxembourg — still going. I don't optimise for one campaign. I build trust that compounds.
Whether you're a cycling brand, a destination, or a rider who needs a confidence check — there's a place to start.