The launch expands Rodale’s relationship with WPG Media, who also publishes an award-winning edition of Runner’s World in the Netherlands. “We are thrilled to work with WPG to bring the Bicycling brand to the Netherlands, where cycling is woven into the culture and daily life,” said Kevin LaBonge, Rodale’s executive director of Business Development and Global Licensing.
“As cycling publications in the Netherlands currently cater primarily to an elite sport and spectator audience, we see an incredible opportunity for our brand to capture and address the cycling lifestyle in a more inclusive and accessible way for riders of all levels.”
Announcement of the new edition comes at an exciting moment for Dutch cycling: On May 28 pro-rider Tom Dumoulin became the first Dutch winner of the Giro d’Italia, one of cycling’s prestigious Grand Tour races that this year celebrated its centennial edition.
“It’s an honor for us to bring the biggest media brand in cycling to the Netherlands. We’ve been preparing for this launch for years, literally. And with Tom Dumoulin being the first Dutch rider in 37 years to win a Grand Tour, this very weekend, we couldn’t have dreamed of a better week to launch,” said Olivier Heimel, publisher, Bicycling NL.
Laurens ten Dam, the renowned Dutch professional road racing cyclist for UCI Team Sunweb, will helm Bicycling NL as editor in chief and brand ambassador.
Laurens ten Dam at Bicycling Netherlands’ kick-off ride (photo by Andy Astfalck)
On the heels of completing the Giro alongside teammate Dumoulin, ten Dam announced plans to extend his career one more year as he begins to look ahead to life after pro-cycling.
Already a well-respected competitor and voice in the cycling world, ten Dam’s new unique vantage point as rider and editor will offer readers an unprecedented behind-the-scenes look at the continuously evolving sport. “Driving the editorial vision for Bicycling in the Netherlands is an opportunity I didn’t want to miss out on,” said ten Dam.
“It’s a way to share my love of the bike and everything around it with the people of The Netherlands.” Ten Dam, who is featured on the cover of the inaugural print issue, led a kick-off ride in Amsterdam on May 31 with local cyclists to celebrate the new Dutch edition.
Bicycling NL’s print and digital platforms have received strong reception from an impressive lineup of advertisers that includes Garmin, Gazelle Bikes, Polar, Shimano and Specialized.
Since launching in 1978, Bicycling has become the world’s largest cycling media brand with a presence in key markets worldwide, including Australia, Brazil, Sweden, South Africa and the United States.
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