The Fan Peloton of Team Visma | Lease a Bike has now grown to over 15-thousand members. "Members of our Fan Peloton are close to the team because they get access to exclusive content about our team. They receive many extras throughout the year such as a cycling jersey, get great discounts in our webshop and at our partners and have a monthly chance to win great prizes. This is of course financially attractive for them, but you see that most fans become members because they want to be closer to our team. They want to belong and that is cool to see.”

The growth of the Fan Peloton, in addition to its exceptional athletic achievements, is also due to the great campaigns that were conducted in 2023. Houtgraaf continues: "We made sports history last year, with final wins in the three grand tours. Our team then created a great trilogy campaign and an even more beautiful shirt. You can see that our international fans appreciate those unique achievements enormously. That shirt is one of the best running items ever. I personally think it's an incredibly cool shirt too, but the story behind it makes it extra special. In addition, our social involvement is also appreciated. Think of the 'use your head campaign', in which, during Paris-Roubaix, we asked for attention to cycling safety and wearing a helmet on the road. We think this is very important, but fortunately so do our fans."

Last year's unique performance also provided a larger market for the merchandise. "Just look at the United States. Because of Sepp Kuss' Vuelta victory, there was suddenly much more attention for our team there. And with the special GC Kuss shirt, we immediately had a special item in our hands to serve American cycling fans. In one fell swoop, the U.S. became our biggest market. We also continued to grow in Europe. With our Jonas Vingegaard as a two-time Tour winner, we made many Danish fans happy. Consequently, sales again grew substantially in Denmark. Our team thus continues to grow in all respects. And that proves that we are truly responsible for our growth together, both sporting and business."

Despite the fact that it will be very difficult to ever repeat the unique trilogy of 2023, the team is looking forward to this new year with great confidence. Tom Houtgraaf: "The team has again set ambitious goals, and we as a department are of course happy to go along with that. We want to further grow our Fan Peloton worldwide and maintain our leading position. We are also exploring new markets and have some great campaigns in the pipeline. We are extremely motivated to strengthen our global position even further in 2024. Because that is also part of our goal to write sports history together with our athletes, partners and fans."