NEW YORK (BRAIN) — Rodale Inc. has launched Bicycling in the Netherlands in a partnership with WPG Media. The new edition will feature an online platform (www.bicycling.nl) and a quarterly print publication that hits newsstands this month with the June 2017 issue.
The launch expands Rodale's relationship with WPG Media, who also publishes an 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."
Dutch professional road racer Laurens ten Dam of Team Sunweb, will lead Bicycling NL as editor in chief and brand ambassador. Ten Dam recently completed the Giro d'Italia alongside teammate Tom Dumoulin, who won the race. Ten Dam announced plans to extend his career one more year as he begins to look ahead to life after pro cycling.
"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.
