The Prologue_1 | It’s time for change

Blog 1 of 4 leading up to our crowdfunding campaign this Wednesday.

No, we’re not able to solve climate change. And no, we’re not going to magically fix social media and turn it into a kinder, healthier place.

So, what are we doing? Bringing a fresh take to cycling (and sports) media. A concept we’ve been shaping for the past year, because we truly believe it can change how fans experience the sport.

And the best part? Starting this Wednesday 19 February, you can be part of it. That’s when our crowdfunding campaign kicks off, giving you the chance to help build the ultimate cycling platform whether as a backer or even a shareholder.

I’m Michiel van Looijengoed, one of the co-founders of Domestique. Over the next few days, I’ll take you through how this idea came to life and the insights that shaped it.

Being a creator in cycling isn’t easy

So, where did it all start?

For the past eight years, I’ve been involved with On Your Marks Agency in some of the biggest activations in cycling. Lke Swapfiets’ blue tire in the Tour de France and last year’s launch of Team Visma | Lease a Bike’s Control Room during the Grand Départ in Florence.

These campaigns gave me a deep look into the online cycling community. We worked with big social media accounts to reach more fans, and one thing really stood out:

A lot of these accounts have huge followings, but most don’t have a real business model behind them.

Compared to football or Formula 1, the fees for brand collaborations in cycling are shockingly low. That got us thinking. So I started asking creators:

“How much time do you put into your account?”
“How do you make this work financially?”
“What’s your goal?”

Because here’s the thing: their content is incredibly valuable. Think about those deep-dive performance breakdowns after a key mountain stage or spotting the next young talent before anyone else. This is the stuff fans love. And the creators behind it? They should be the ones benefiting.

Of course, there are exceptions. Lanterne Rouge for example does an amazing job. But for most cycling creators, their work is fueling the wealth of Elon Musk and Mark Zuckerberg while they’re stuck playing by ever-changing algorithms, with zero control over their reach or growth.

That needs to change.

What if cycling creators joined forces?

Some creators are already trying to work around the system by starting their own platforms, launching Substacks. But these are all individual efforts, driven by people who simply love cycling and want to share their passion.

That made me wonder: What if they teamed up? What could they achieve together?

Right around that time, we got in touch with the guys behind Domestique. We’d been following their account for a while, and what stood out to us was how deeply connected they were to the cycling community by constantly engaging with other accounts, truly part of the conversation.

When we spoke, it was the same story I’d heard from other creators: they put in the hours, they add value, but there’s no real business model behind it. The big question was: Is there a sustainable future for Domestique? At that moment, the answer was no.

So we decided it was time to change that. To go beyond just Domestique and tackle the bigger question: How can we help all cycling creators build something sustainable?

Being a true Domestique

That’s when it hit us. Our name already says it all.

What if Domestique could really be a domestique? What if we could support creators so they could focus 100% on what they do best: creating amazing content for cycling fans?

That’s the idea. Domestique isn’t just another media project. It’s a platform made for and with creators. We handle the business side (tech, monetization, growth) so they can take care of the content. By bringing them together, we create a network effect that boosts reach, drives engagement, and makes it truly sustainable.

And the best part? Creators get their fair share.

• 75% of ad revenue goes straight to the creators.

• They also earn a share of the platform’s revenue streams that are not directly linked to creator content.

• The more Domestique grows, the more they benefit.

That’s how we make sure the people creating the value actually share in it, enabling them to produce more and better content and ultimately benefiting the cycling fan.

The time is now

We know, others have tried to bring the cycling community together. But now? The moment has never been better.

More than ever, people are skeptical about the role of big tech in our society. The way these companies operate and position themselves poses serious risks to their own existence and, in turn, to cycling creators and everything they’ve built.

We’re not saying these platforms will disappear overnight. And we’re not telling creators to leave them behind. What we’re offering is a way to take control. A way to build something sustainable where they own their content, their audience, and their revenue. And for fans? A place where the best cycling content comes together, all in one spot (more about that in the coming days).

The response so far speaks for itself. We already have a great lineup of creators (to be revealed during our crowdfunding launch, starting on Wednesday 19 February) who are ready to bring their content to Domestique. And we’re not stopping there. We have many more conversations lined up in the coming weeks and will keep expanding our roster.

Our official launch is set for early May, and from that moment on, our creators will start producing content regularly. By then, we aim to have at least 50 creators actively contributing to the platform. And so far, so good :)

That’s it for today. Thanks for reading! Tomorrow, I’ll dive into how we’ve brought Domestique to the peloton and how we would like to give back to cycling.

Want to chat? Drop me a message.

Excited for early access to the crowdfunding? Just send us an email at team@domestiquecycling.com, and we’ll provide you all the details ASAP.

See you tomorrow! 🚴‍♂️

Best,

Michiel | Co-founder Domestique

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Your possible questions, answered

I know, I’ve shared a lot—but you probably still have questions. So here’s a little Q&A as an extra :)

💬 Who do you see as a creator?
Anyone adding value to the cycling community. Whether through insights, analysis, photography, podcasts, YouTube, or journalism. If you’re telling the story of cycling in a meaningful way, Domestique is for you.

💬 What kind of creator content can fans expect?
Mainly pro cycling (equal coverage of men and women), so race reports, deep dives, course previews, talent spotlights, performance data, and more. Beyond racing, creators will cover gear, training, and nutrition. And of course, the community will have a big voice in shaping the platform’s future.

💬 How do you ensure quality?
By curating creators who are passionate and knowledgeable, backed by a revenue model and feedback system that rewards both quality and engagement.

💬 How do you ensure diversity in content?
Nobody benefits from three identical race previews. That’s why we’ll have dedicated community management to coordinate content and ensure a good mix.

💬 Is it only for creators without a current business model?
No. It’s for everyone. Whether you’re already monetizing or looking for a way to turn your passion into something sustainable. It can be a primary platform or an extra outlet.

💬 Will the platform only feature creator content?
No. While creators are at the core, fans can also expect news, live race updates, stats, and results plus more we’ll reveal soon.

💬 How will the revenues for creators be generated?
Patience. More on that in the coming days 😉

Pictures by Harry Talbot