![\"BEAT](\"https:\/\/images.teemill.com\/sn36nbz9vkpjyzyodzf0bpmwzlk5dfnwsakgquooqkbrgon6.jpg.jpg?w=1140&v=2\" "\\"BEAT")
BEAT Cycling at the Tour of Rhodes. Image: BEAT Cycling Club<\/em><\/p>Geert Broekhuizen seems mild-mannered and quiet for someone who could be called a cycling disruptor. But his passion comes through loud and clear. Unusually, for the CEO of a professional cycling team, he doesn't have a background as a professional rider.<\/p>
\u201clong-term\u201d<\/strong><\/p> He and his colleagues at BEAT Cycling are breaking the mould of professional cycling. Geert used one expression repeatedly when I spoke to him about the team - \u201clong-term\u201d. It's a theme he would keep coming back to as I learnt why BEAT Cycling was established and his goals for its future.<\/p> BEAT Cycling Club and its UCI Continental-level professional First Team are partially funded by subscribers who are members of the same club. It\u2019s an enticing offer currently aimed at the Dutch and Belgian markets but an English version is in the pipeline.<\/p> Since cycling started to attract sponsors outside of the cycling industry and team budgets ballooned, top teams have all been funded in the same way.<\/p> They attract one or maybe two major sponsors who provide the bulk of the team's income and the team's identity is centred around the sponsors.<\/p> A 2020 article by the business and technology webzine The Hustle, entitled The economics of the Tour de France<\/strong><\/a> provided an insight into the sums involved.<\/p> According to the article, it's estimated that the Tour de France generates revenue of between 60 and 150 million US dollars each year for the organisers ASO. Just over half of that comes from the sale of TV rights.<\/p> We run occasional <\/em>free competitions exclusively for newsletter subscribers<\/em><\/strong>.<\/em><\/p> World Tour teams\u2019 annual budgets are over 20 million US dollars with some such as Ineos in excess of double that. But unlike football teams, they don't share in the revenue provided from, say TV rights. Teams have to attract their own sponsors with a single title sponsor contributing around three-quarters of a team\u2019s funding. That's a lot of money.<\/p> The problem with this funding model is that if the sponsor pulls out, unless the team can rapidly find a replacement it disappears almost overnight.<\/p> Riders and team staff are left scrabbling around for jobs. How many times have we heard about teams disbanding and riders being forced into premature retirement?<\/p> It's not just the riders. Modern even mid-level teams employ a phalanx of personnel from sports directors to mechanics, medics and lorry drivers. It's often the backroom employees who find it the hardest to secure new work.<\/p> How can cycling teams become less dependent on single headline sponsors and break this boom and bust cycle? They don't have stadiums and they can't sell tickets but they do have millions of cycling fans and keen cyclists all around the world.<\/p> It's this potentially huge pool of supporters that Geert, through BEAT Cycling is trying to tap into.<\/p> Geert came into cycling through his love of speed skating which is popular in his homeland of the Netherlands. It's common for speed skaters to train on bikes in the summer and Geert was no exception. This drew him towards the world of professional cycling.<\/p> In 2005 aged just 17, alongside his studies in communication and marketing, Geert started working for the top women's UCI team Flexpoint. Women's cycle racing was on an upward trajectory but at the time received little coverage and team budgets were tiny.<\/p> \u201cwhen the main sponsor departs, the team often folds\u201d<\/strong><\/p> It was the ideal setting for Geert to hone his skills as he built the communication and marketing functions for the team. He realised that he could build a great story around the team. Sadly, it also taught him in 2009 when the main sponsor departs, the team often folds. Such was the case with Team Flexpoint. Geert moved on to the brand new Cerv\u00e9lo Test Team where again he was responsible for marketing and communications.<\/p> It was a team filled with talent including former Tour de France winner Carlos Sastre, twice Tour de France green jersey winner Thor Hushvod and Britons Roger Hammond, Jeremy Hunt and GCN\u2019s Dan Lloyd.<\/p> A successful collaboration was terminated when Cerv\u00e9lo pulled out after just two seasons. Even Thor Hushvod\u2019s triumph at the World Championships was not enough to save them.<\/p> At least the Cerv\u00e9lo Test Team had two seasons in the peloton. Geert's next team, Pegasus Sports, never even got off the ground. The Australian outfit had ProTeam ambitions, the equivalent of the UCI's current World Tour teams.<\/p> Top riders including Tour de France star Robbie McEwen had been signed and Geert moved to Australia to work for them. Denied a ProTeam licence, the team applied for the lower Professional Continental level. This too was turned down by the UCI who cited a lack of financial guarantees.<\/p> \u201cThe team collapsed, amid acrimony and counterclaims\u201d<\/strong><\/p> The team collapsed, amid acrimony and counterclaims by owner Chris White. The UCI released riders from their contractual obligations and a scrabble for new team places ensued as all the riders and support staff suddenly found themselves unemployed.<\/p> Geert was fortunate to find a place on Belgium's number one team Quickstep, home to some of cycling's best classics riders including former World Champion and multiple Paris-Roubaix and Ronde van Vlaanderen victor Tom Boonen.<\/p> But second, is the first loser in a region that expects its top riders and top team to lead from the front. Outspoken general manager of the Quickstep team, Patrick Lefevere, challenged Geert to make the team \u2018cool\u2019 again.<\/p> Geert aimed to build a brand around the team and not just the sponsors and create a connection with the fans. Patrick Lefevere\u2019s team is known as the Wolfpack<\/em>. It\u2019s an image that conjures hungry, lean scavengers who will devour their opposition. An apt metaphor that fits perfectly with the team\u2019s relentless pursuit of trophies.<\/p> Support for the Wolfpack borders on fanatical with its army of supporters kitted out in replica clothing<\/p> Eventually, Geert received what he describes as a \u201cnice offer\u201d from Team DSM. They were moving up from the Pro Continental to the World Tour level in 2013 and Geert joined them.<\/p> However, the same sources of frustration remained for him. Too much focus on short-term success to generate publicity and keep the sponsor happy. Once again, the potential resource of the fan base and the millions of people riding bikes and spending significant sums on cycling was ignored.<\/p> Geert realised that working within to ignite change was never going to succeed and he would need to step away if he wanted his dream to be realised. He'd need to start from scratch with a blank piece of paper.<\/p> And that's exactly what he did. Beat Cycling Club was born.<\/p> In 2016 Geert turned his dream into reality when he launched the BEAT Cycling Club. Convincing people within the sport that his model of a community-based and funded team was viable proved an uphill struggle.<\/p> But outside of the traditional and often insular world of professional cycling, he found that his ideas were generating interest among amateur cyclists. His aim was not to create a professional cycling team or a local cycling club but one entity that combined both sharing the same brand identity, values and racing kit.<\/p> Alongside traditional sponsors, the team would be funded by members who\u2019d pay a subscription to join BEAT Cycling Club. Like the supporters of a football club, they\u2019d become the bedrock of BEAT Cycling Club and provide financial stability.<\/p> The first step towards professionalism was the inclusion of a professional track team. It was a logical first move. Compared to road racing, track racing offers a low-cost, high-return investment.<\/p> It requires much smaller teams than road racing and doesn't need the same investment in logistics and support staff. The profile of a successful track rider in terms of the Olympics and World Championships results is high.<\/p> With the success of the track team and the growth of the paying subscribers, a UCI Continental-level team was launched in 2018. It\u2019s called the First Team because all the members of BEAT Cycling are part of the same club.<\/p> In their first year, they enjoyed success through Piotr Havik who won the 1.2 classified Ronde van Overijssel from Briton Harry Tanfield.<\/p> The following year they achieved eight UCI race victories. Havik triumphed at the Egmont Classic ahead of Tour de France and Giro d\u2019Italia stage winner Andr\u00e9 Greipel. These successes led to invites to UCI PRO-level races and the team are now regulars at the Tour of Belgium and ZLM Tour.<\/p> The team is multi-disciplined and includes road riders, gravel, beach and gran fondo racers. Their ranks include a track World Champion and the national champions at Beach and Gravel racing.<\/p> \u201creigning Madison World Champion\u201d<\/strong><\/p> Yoeri Havik is the reigning Madison World Champion and winner of the 2022 Points Race World Championship. The thirty-three-year-old BEAT rider represented the Netherlands at the 2020 Tokyo Olympics and heads to Paris as the Madison pre-race favourite.<\/p> Thijs Zonneveld<\/strong><\/a> and Lars Loohuis form the two-man gravel team that participated in the elite Unbound Gravel earlier this year. Author and journalist, Thijs represented the Netherlands at the World and European Gravel Championships in 2023.<\/p> As well as recruiting riders from outside of BEAT Cycling they've also talent-spotted riders from the ranks of the amateurs that subscribe to BEAT Cycling Club. Bram Dissel came from their ranks and is now a road racer within the professional squad.<\/p> BEAT Cycling derives its funding from the subscribers who pay to become members of the Club, through online shop sales of team kit and partners\u2019 products, from events and traditional sponsorship.<\/p> \u201c1,500 subscribers to BEAT Cycling Club\u201d<\/strong><\/p> It\u2019s their 1,500 subscribers to BEAT Cycling Club that makes them unique. As well as the regular income from subscriptions, the Club receives a percentage on all shop sales and event entries.<\/p> It means the professional team is not dependent upon a single headline sponsor, is in a healthy financial position and has great resilience should a sponsor pull out. That\u2019s important because Geert envisages the team lasting for fifty years or more.<\/p> The Club\u2019s twenty-five partner organisations contribute money, materials or support. They range from software vendor IFS Ultimo to bike companies like Shimano and Vredestein, and occupational health and social security specialists Otherside at Work.<\/p> They\u2019ve had to decline sponsorship offers from organisations that didn\u2019t fit with the club\u2019s values and the promotion of a healthy lifestyle. On the other hand, it makes them very attractive to organisations that are genuinely in tune with their sustainable ambitions.<\/p> It\u2019s a long-term ambition that the professional team will one day ride in the Tour de France. They will need to move up to at least the Pro Continental level and impress the Tour organisers.<\/p> It\u2019s a goal tempered by a hefty dose of realism and the need to avoid reliance on one big sponsor. In the meantime, they\u2019ll sustainably grow the supporter and funding base.<\/p> Geert\u2019s view is that if BEAT Cycling is to still exist in 50 years then it needs to be financially and environmentally sustainable. Cycling as a mode of transport is environmentally friendly but professional cycling is not.<\/p> \u201cour goal is to inspire and to show what is possible\u201d<\/strong><\/p> It's a conundrum that\u2019s largely ignored although it's gaining increasing attention. How are BEAT Cycling addressing the issue? Geert explains that \u201cour goal is to inspire and to show what is possible. We are very committed to our ideas to bring them to life and give an example of what is possible.\u201d<\/p> And BEAT Cycling aren't just doing the obvious such as wearing recycled materials or ditching plastics, they've broken new ground with electric team cars and train travel.<\/p> BEAT Cycling was one of the first teams to move their vehicle fleet to electric vehicles. They approached leasing partner BNP Parisbas who linked them up with BYD Automotive and Fastned to create a viable solution.<\/p> Despite other teams being sceptical Geert knew their experiment was being closely observed and it's no coincidence that EF Education-EasyPost and Uno-X are using electric cars in the 2024 Tour de France<\/strong><\/a>.<\/p> If moving to an all-electric fleet seemed challenging, transporting a team of twenty from the Netherlands to Spain for a training camp by train plus all the bikes and equipment sounds like a whole new level of hassle.<\/p> And yet that's exactly what Geert and his colleagues at BEAT Cycling managed. They arranged for a BEAT-branded container to transport the bikes and Interrail provided tickets for the riders.<\/p> Initially, the riders themselves were sceptical but realised there are positives to travelling by train in terms of lower risk of infection, greater comfort, fewer delays and less hassle.<\/p> And it's not a one-off. The team was shortly off to the Tour of Austria when they would again be transported by train to take on World Tour opposition.<\/p> When BEAT Cycling Club was launched they decided to focus on the active cyclists within the Netherlands and Belgium. From a small start, it\u2019s grown to 1,500 subscribers.<\/p> Given each subscriber contributes a minimum of \u20ac80 per annum that\u2019s about \u20ac8,000 per First Team rider. Not much for a World Tour team but a significant contribution at the UCI Continental level.<\/p> Initially, the offer to the subscribers was limited and tended to attract those who liked the concept and the focus on sustainability. But Geert is clearly proud of what they have developed and the Club subscribers are as important to him as the professional team.<\/p> So what do BEAT Cycling Club subscribers get for their \u20ac7.50 per month or \u20ac80 per annum? I subscribed for the 30-day free trial to find out.<\/p> Subscribers benefit from two key elements that I think make it appealing to keen cyclists. They join a virtual and physical community of like-minded cyclists and gain from the knowledge and experience that's essential to run a professional cycling team.<\/p> The community isn't just limited to the subscribers. The First Team professionals are part of it too. They provide fortnightly webinars on topics such as bike fit and nutrition.<\/p> Subscribers can join any one of the different teams which cover almost every aspect of cycling: Road racing; gravel, beach and cyclocross; track; mountain biking: eSports; and adventure. There's something for almost everyone who enjoys cycling.<\/p> The online clubhouse has the usual forum and it was heartening to see that in response to a question about places to ride, one of the professional riders had responded with an offer of GPX files with a variety of routes.<\/p> Team rider and Olympic medal prospect Yoeri Havik had just posted a podcast about his plans for the upcoming Paris Games where he goes for gold in the Madison.<\/p> There\u2019s lots of useful and practical information and I lost track of time before I recalled I was supposed to be writing this article.<\/p> There are officially organised events like the BEAT Cycling championships and unofficial rides and get-togethers. One 41-year-old member was looking for riding partners on a 200-kilometre training ride.<\/p> Subscribers also receive support at selected Grand Fondo and Gravel events. The team sets up feed and assistance points at critical points. No wonder they had one hundred BEAT Cycling Club riders at the Gravel Fondo Limburg and the UCI Aachen Gravel Race.<\/p> I've never met a cyclist who didn't want to pay less and you get that too with BEAT Cycling Club membership. Up to 20% discount is available on products including The Join training app, Maurten sports nutrition, CyclOn bike care products, Wahoo computers and Vredestein tyres.<\/p> If you're an English speaker who's getting excited about joining the BEAT Cycling Club then I'm afraid it's an all-Dutch affair at the moment. My Dutch language skills are limited to reading a menu and some basic phrases.<\/p> Accessing their website using Google Chrome\u2019s auto-translate feature, I was able to navigate my way around and read the text but try as might, I couldn't understand the podcasts.<\/p> Geert says that approximately ten per cent of their members are non-Dutch speakers hailing from countries such as the USA, UK, Germany and Japan. They like the concept and wearing the same kit as the professionals.<\/p> To find out more visit the BEAT Cycling Club website to discover the membership benefits<\/strong><\/a>.<\/p> 22 July 2024, Tim Costello<\/em>![\"visual](\"https:\/\/images.teemill.com\/jyp3c1hqqhteuflnqbej9cpxmhgo4hulu39dhdaiowyy6dvp.jpg.jpg?w=680&v=2\" "\\"visual")
ABOUT RIJDEN<\/strong>: Rijden grew from a passion for Flemish-style cycle racing. We're a small UK independent that publishes a <\/em>free online cycling magazine<\/em><\/strong><\/a> and sustainable gifts for fans of cycling\u2019s classics and cyclocross. Read <\/em>more about Rijden<\/em><\/strong><\/a>.<\/em><\/p>In return, members receive access to an online clubhouse full of professional know-how, discounts on cycling equipment, support at races and the buzz of providing direct support to the professional team.<\/p>The pro cycling funding model<\/h2>
![\"BEAT](\"https:\/\/images.teemill.com\/knkqz3hyqaibugm1h4suzcpxdmsn7azxa1238ys0boectqxp.jpg.jpg?w=1140&v=2\" "\\"BEAT")
BEAT Cycling regularly races against World Tour opposition. Image: BEAT Cycling Club<\/em><\/p>![\"visual](\"https:\/\/images.teemill.com\/jyp3c1hqqhteuflnqbej9cpxmhgo4hulu39dhdaiowyy6dvp.jpg.jpg?w=1140&v=2\" "\\"visual")
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<\/u><\/a><\/p>Cycling boom and bust<\/h3>
![\"BEAT](\"https:\/\/images.teemill.com\/mcdwzfgxah2n24saknpxkut5kcczymvkptk5gmv6vclekvgu.jpg.jpg?w=1140&v=2\" "\\"BEAT")
BEAT Cycling\u2019s First Team is part-funded by its members who are integral to the club. Image: BEAT Cycling Club<\/em><\/p>Geert\u2019s background in cycling<\/h2>
Team Flexpoint<\/h3>
EXPLAINER<\/strong>: Team Flexpoint was a Dutch UCI-registered team that ran from 2005 to 2009. Its riders included Iris Slappendel, the direct talking Eurosport commentator often seen on the back of a motorbike, twice Ronde van Vlaanderen winner Mirjam Melchers, British cyclocross star Nikki Brammeier and Anna van der Breggen who would go on to win two World Championships.<\/em><\/p>Cerv\u00e9lo Test Team<\/h3>
Pegasus Sports d\u00e9b\u00e2cle<\/h3>
Team Quickstep<\/h3>
READ MORE<\/strong>: Read all of Rijden\u2019s articles for fans of cycling\u2019s classics for free<\/em><\/strong><\/a>. If you share our passion for cycling\u2019s classics and Flemish-style racing then explore all of Rijden\u2019s cobbles & classics articles.<\/em><\/p>![\"Read](\"https:\/\/images.teemill.com\/59ttayzdxvjlwetnbqywet8eyi6wzjs0fog5psmg4qtyx6d3.jpeg.jpeg?w=1140&v=2\" "\\"Read")
<\/a>2010 had been a relatively lean season for the team considered by all to be the kings of the Spring Classics. For the first time, they'd failed to win a single classic or monument. Tom Boonen had gone close with second at Milano-Sanremo, Ronde van Vlaanderen and E3 Prijs Vlaanderen.<\/p>Team DSM<\/h3>
![\"Geert](\"https:\/\/images.teemill.com\/pegx0go47yp50lzqxjrhkrkldk6verdgqda6taa2w1c3kjsy.jpg.jpg?w=1140&v=2\" "\\"Geert")
Geert Broekhuizen has ambitious plans for BEAT Cycling Club. Image: BEAT Cycling Club<\/em><\/p>BEAT Cycling Club<\/h2>
Track team<\/h3>
BEAT Cycling UCI Continental team<\/h3>
![\"Martijn](\"https:\/\/images.teemill.com\/qlsfjkbyanauhwz473hchdav56zera3kl3ukklfdkd5s1lst.jpg.jpg?w=1140&v=2\" "\\"Martijn")
Martijn Budding was victorious at the Tour of Rhodes. Image: BEAT Cycling Club<\/em><\/p>Multi-disciplined team<\/h3>
![\"The](\"https:\/\/images.teemill.com\/kyfnm0y3z0hxbekgj5az8amswztcxrwjk2rouv7kuripdusd.jpg.jpg?w=1140&v=2\" "\\"The")
The Club\u2019s amateur riders gain from the knowledge of the First Team professionals. Image: Beat Cycling Club<\/em><\/p>How is BEAT Cycling funded?<\/h3>
Tour de France ambitions<\/h3>
![\"Beat](\"https:\/\/images.teemill.com\/kz7rjtrdkb0u31zp9pcrrvhcvvzyufpe6ovqrmfrtlj2mb7p.jpg.jpg?w=1140&v=2\" "\\"Beat")
Beat Cycling Club members are proud to fly the flag in support of the first Team. Image: Beat Cycling Club<\/em><\/p>Environmental sustainability<\/h2>
Electric team cars<\/h3>
![\"BEAT](\"https:\/\/images.teemill.com\/du0syxzeqvghxw33blfn4phi3yohxdo4usbebhbzxmgts38w.jpg.jpg?w=1140&v=2\" "\\"BEAT")
BEAT Cycling pioneered the use of electric cars in the peloton. Image: BEAT Cycling Club<\/em><\/p>By train to Spain<\/h3>
![\"A](\"https:\/\/images.teemill.com\/njq7qw7lkxgt96xqmsjyz4kppagrnngjtaipv48qiwcl0pdx.jpg.jpg?w=1140&v=2\" "\\"A")
A branded rail container en route to Spain. Image: BEAT Cycling Club<\/em><\/p>BEAT Cycling Club subscribers<\/h2>
![\"First](\"https:\/\/images.teemill.com\/e32t4qov8bia2tzl2badbyat0wgfwemudmw8igfvqaevzqgf.jpg.jpg?w=1140&v=2\" "\\"First")
First Team riders travelling by train to their training camp. Image: BEAT Cycling Club<\/em><\/p>What do BEAT Cycling Club members get?<\/h3>
Online clubhouse<\/h3>
![\"Club](\"https:\/\/images.teemill.com\/tmrijaopb1kj6cek0dhg9pdbgrwwh97bzuwjichvx4qnauhk.jpg.jpg?w=1140&v=2\" "\\"Club")
Club members benefit from events, product discounts and professional know-how<\/em><\/p>Events<\/h3>
Discounts<\/h3>
Today Dutch tomorrow..?<\/h3>
<\/a>But don't despair just yet. Geert and his team are working on international versions with English a priority. I don't have a date for you yet but you can rely on Rijden to keep you informed.<\/p>
<\/strong><\/p>![\"Rijden](\"https:\/\/images.teemill.com\/grrbpemyywmusal5merxugim70nijvc2vqzqxpkx6vlx83lu.jpg\" "\\"Rijden")
<\/strong><\/p>NEVER MISS OUT<\/strong><\/h3>