THE PR AGENCY FOR CYCLING

Two communicators brought together by their passion for cycling.

Experts thinking and living cycling.

Earned-media specialists, who build trust, shape stories and open doors.

Established in cycling to elevate your brand.

services

Our Cycling PR truly makes a positive impact. We combine deep cycling expertise with earned-media excellence – nurturing your media relationships, expanding your reach, and helping your brand stand out. Whether you’re launching exciting innovations, repositioning your brand, or activating your sponsorships, we have the perfect solution for your PR needs.

We’re here to guide you every step of the way! Together, we’ll create a tailored PR and content strategy, develop a communication plan, and generate creative PR ideas. We’ll implement everything from start to finish, supporting your in-house team and acting as your sparring partners. Plus, we’ll conduct research and evaluate results to ensure your success.
We speak and write cycling. We craft all types of content, including press texts, press releases, editorials, interviews, and social media captions. We also handle translations to and from German and optimize the text output of your AI tools.
We place content in media. With our up-to-date database of over a thousand cycling media contacts worldwide, we build strong and trustworthy media relationships. Acting as your press officers, we ensure your media coverage reaches both broad audiences and specific targets, creating the buzz you need. Let’s get your message out there!
We maximize your return on sponsorship investment in cycling. We connect your sponsored asset with your target audience. We create value. We build valuable content plans around athletes, teams and events. We leverage their reach and image to build your brand. We raise awareness. We emotionalize. We drive sales.
We take care of your social media accounts and digital channels, engaging your communities with exciting cycling-related content. By connecting your brand with the right cycling influencers and our network of creators, we focus on your goals to boost your visibility, drive engagement, and build strong communities.
When challenges arise, we stay calm and guide you through any PR crisis, from managing social media storms to controlling the media narrative. We collaborate with your crisis task force, set up situation rooms, and engage stakeholders to protect your reputation.

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about us

Long before Germany embraced its cycling momentum, we recognized the need for a small, effective, and highly specialized agency dedicated to the world of cycling. With our experience, we offer senior-level communication tailored for clients who are passionate about the sport and lifestyle. We’re here to support you on your cycling journey!

I’ve had the chance to learn the ins and outs of successful cycling PR from the ground up. What truly drives me is building media relationships, pushing initiatives forward, and bringing people together through cycling.
Back in the early 2000s, I had the pleasure of managing top brands at some of the biggest races in the DACH region. I realized how essential sponsors are for organizing fantastic cycling events for both professional and amateur cyclists. From Telekom to Vattenfall, this experience sparked my passion for the sport.
After that, I spent a decade as press officer for leading German teams. Without these professional teams, we wouldn’t have the idols or the media coverage that makes cycling so exciting. Alongside my love for the sport, I’ve built a vibrant network and honed my PR skills. I’ve had the privilege of supporting a diverse range of athletes from two generations, from MILRAM to BORA.
Alongside brands and athletes, races have always been a central pillar of the cycling ecosystem. Over the years, I’ve worked closely with major international events and served as the link to the German media for prestigious races such as the Tour de France, Paris–Roubaix, and the German A.S.O. portfolio.
Today, I continue to oversee the press office for the German ProSeries race Sparkassen Münsterland Giro and serve as press spokesperson for the German Cycling Federation, where I am responsible for media relations and strategic communication at national level.

What started as a strategic approach has evolved into a true passion. I value my journey from an outsider to an integral part of the cycling world. I thrive on new challenges and always strive to exceed our clients' expectations.
In the mid-2000s, I had the exciting opportunity to build the marketing side of Team MILRAM from the ground up. I led the brand activation for the team's naming sponsor from the very beginning. Spending five years at the heart of pro cycling gave me a deep understanding of the sport and how to effectively translate that into impactful PR and communications.
My journey continued with the launch of Team NetApp, where I once again led brand communications from day one. Our innovative content and media relations set a new standard for how to communicate a tech brand through the passion and emotion of cycling.
Branding through cycling seems like a natural fit for the bike industry, but it requires even more PR effort. Whether it's German brands looking to reach an international audience or global brands targeting German-speaking cyclists, communication is key. From A like ABUS to V like Vittoria, leading brands in the industry trust my PR expertise.
Navigating Red Bull - BORA - hansgrohe through a constantly evolving media landscape is perhaps the most thrilling engagement in global pro cycling today. A team that started as an underdog is becoming the most attractive pro cycling team, and PR and media relations play a vital role in turning that vision into reality.