As featured in
and clients across cycling, tourism, luxury real estate and artisan brands
I help founders in niche markets close the gap between a great product and the right buyer - using unpaid owned & earned media, instead of paid ads.
"In 9 months Loek helped us triple our socials, welcome 9.000 email subscribers, earn PR coverage at leading platforms, hosted event booths and activations."
"An agile thinker — his approach is innovative and efficient, setting an example for the future of our sector."
As featured in
and clients across cycling, tourism, luxury real estate and artisan brands
Plenty marketing fails before a single euro is spent. Not because the execution is bad — because the wrong questions were asked first.
A structured diagnostic comes before any content is produced. That means conversations with you as a founder, and conversations with your best customers. The result is a clear map of where awareness is leaking and why the right buyers aren't encountering the brand enough to feel confident buying.
The media that follows is built on what that reveals. That's why it works.
Multiple founders said it was one of the most useful conversation they had about their business in years. Most clients who start here book an execution tier within 30 days.
This reminds founders that marketing is sometimes the wrong priority. The real block is often something else entirely — and it's worth knowing that before any budget is committed.
The answer rewrites everything: which content to make, which channels to use, what tone to strike, what offer to lead with. Most founders have never thought this through out loud before.
Those undertalked differences are always where the best media comes from. True, specific, and unmarketed — exactly the kind of story that earns attention instead of buying it.
Cycling brands, national tourism boards, event organisers and creators across Europe, Africa and the USA. Here's what the work looks like in practice.
Adventure-as-a-service. 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 advertisement.
Why it worked: riders shared it because it felt real. It was real.
Earned mediaStrategy partner from day one of their gravel tourism journey. Multi-day route documentation published in Bicycling, Komoot and their websites. Rebooked multiple years running.
Why it worked: content that answered the rider's real question — "can I actually do this?" — drove clicks, not just coverage.
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.
Why it worked: each year added a new layer of touchpoints. The brand became impossible to ignore for European cyclists.
Destination marketingTwo-month earned media sprint for a Dutch custom titanium brand. Zero ad spend. 210+ marketing-qualified leads for bikes at €8,000+ — generated from Morocco and CyclingWorld Düsseldorf coverage.
Why it worked: the diagnostic revealed their buyer distrusted ads. We made media that looked nothing like one.
Brand mediaCycling route storytelling across three Turkish regions with editorial placements in international cycling media. Represented their team at 4 cycling tourism expos, speaking directly to their ideal audience in Dutch. Four rebookings based on measurable tourism impact.
Why it worked: combining media with direct network access built credibility on two fronts at once.
Destination marketingAs first communications hire: complete brand marketing installation, global product launch, WorldTour partnership announcement, 9,000 new email subscribers, and social following tripled — all in 10 months.
Why it worked: building owned channels from day one meant the brand never had to rent an audience again.
Product launch"Conversations focus on practical ideas, new collaborations and have real added value for me and the wider network."
Your ideal customer exists. They're just not encountering you enough — or in the right way — to feel confident buying. One post doesn't do it. One press mention doesn't do it. What works is repeated, credible contact across multiple places until your brand feels familiar and trustworthy. That's what I build.
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.
Originally built for cycling. Now applied wherever a remarkable product isn't getting the attention it deserves. 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.
Most people in cycling media came from content creation. This work comes from a different direction — and that difference is what clients actually hire.
Over 9 years and 90+ organisations, hundreds of experiments have built a clear picture of which content formats earn sharing and which earn silence. Which founder assumptions about customers are wrong — and how to correct them before they shape a campaign.
That accumulated knowledge is what you're hiring. The content is how it gets delivered.
Could earn 3–5× more outside cycling. That's not a complaint — it's context. 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.
The mission is getting 100 million more people cycling. Everything built here — the content, the partnerships, the campaigns — points there. That's not marketing language. It's the reason this work is still happening after nine years.
This is a solo operation, not an agency. That means you get one person's judgment, network and standards — not a junior account manager with a brief.
More has been learned from founder conversations and failed experiments than from any course or agency. That pattern recognition comes to every engagement — before a camera is ever picked up.
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.
The Diagnostic is where every serious engagement begins. Two weeks, three conversations, one clear report on exactly where your awareness is leaking and why.