Rebel introduces radical new structure in sport of cycling

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Rebel is the founder of an entirely new initiative in professional cycling: BEAT Cycling Club. In creating BEAT, we analyzed the problems facing today's cycling teams and came up with a radical new structure for professional cycling teams.

Watch the video about our efforts in recent months:

Beat Cycling Club
Together with the cycling enthusiasts who have already joined us, we are building an authentic community that will form the basis of a sustainable international club: BEAT Cycling Club. We will establish this club in early 2017. Part of the club is a professional cycling team - a team that will launch in 2018 and that will be driven by members. We presented our ideas on this subject in a report.

Please also visit the BEAT Cycling Club's official website:


It has been clear for quite some time that the professional sport of cycling needs to change. The sport is popular, but it must must be organized differently to continue to grow and be strong in the future. We as a consulting firm have joined forces with experienced sports marketer Geert Broekhuizen to develop a new business model that aims to help the sport of cycling realize its full potential.

The starting point for this new approach is a professional cycling team organized with a club structure – a club with input and involvement from members, with its own identity that is not dependent on one or two sponsoring companies. This approach creates a broader and stronger base and a sustainable organizational structure that can last for years.

Ex-professional cyclist Bobbie Traksel talks about the current situation in cycling:

“The current business model of a professional cycling team, financed by sponsors only, is extremely fragile,” said Broekhuizen. “This unstable and uncertain situation is one of the major limitations on the growth of the sport. What we need is a structure that allows the millions of fans and recreational cyclists worldwide to be involved and that also creates a better connection to the sponsors. The new club structure offers the solution to the problem.”

“Rebel is continuously investing in and working on innovative challenges, and we are always looking into new markets,” said Edwin Gulickx, director of Rebel. “Rebel works with customers and partners to realize opportunities – by advising, but also through investing. Drawing on our financial and economic expertise, we provide the foundation that enables the realization of opportunities. We came into contact with the world of cycling via Geert Broekhuizen. He introduced a promising concept to us that challenges the status quo of the sport. We have seen that professional cycling is very undeveloped from a business perspective, which inhibits the growth of the sport. This is something that really intrigues us because, as we say in Rebel terms, there is a reservoir of untapped value.”

“This type of challenge fits perfectly with what we do on a daily basis, so it was a logical step for us to pursue this project. We are keen to create a new organizational structure that can help unlock the full potential of cycling by integrating our knowledge of finance, change management, innovation, economic analysis and implementation. We believe the project will offer a great showcase for what we do and what we are capable of,” said Gulickx.

Broekhuizen has been working at the highest levels of professional cycling for years. He has been a driving force behind teams such as Cervélo TestTeam, Omega Pharma - Quick-Step and Team Giant-Alpecin. “In the current organizational structure," he said, "teams are focused on fulfilling the wishes of sponsors. They do not have the opportunity to build an organization that is sustainable over the long term. With this project we want to take responsibility for moving the sport forward."

Would you like to know more about this project? Please feel free to contact Edwin Gulickx (+31 6 42928287 / or Geert Broekhuizen (+31 6 10122304 / Or visit the website:


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