Internationalization, high engagement, and growth: more and more fans becoming part of Fan Peloton
More than a year after the launch of the Fan Peloton, this community has experienced impressive growth. Recently, the Fan Peloton went international, and members now come from over 40 different countries. “It’s fantastic to see how fans from all over the world feel connected to our team. This highlights the power of our sport and the appeal of the team,” says Tom Houtgraaf, Coordinator of Digital Marketing, Merchandise & Community at Team Visma | Lease a Bike.
For Team Visma | Lease a Bike, the Fan Peloton is a key focus. The team invests in this community to ensure that as a member, you truly become part of Team Visma | Lease a Bike. Members benefit from a wide range of exclusive perks. “We want to offer our fans something special. The Fan Peloton is all about engagement and experience, and you can see that in everything we offer our members,” explains Houtgraaf. Fans get access to unique content and special events, along with discounts in the Team Visma | Lease a Bike webshop and with partners, a free shirt, and much more.
"What makes us perhaps even more proud is the high level of engagement"
The Fan Peloton has seen significant growth over the past year, in part thanks to its international expansion and the Tour de France campaign last summer, during which the number of members doubled. But it’s not just about the numbers. “What makes us perhaps even more proud is the high level of engagement. Many fans choose to remain members for an extended period. That says a lot about the bond we build together,” Houtgraaf emphasizes. The combination of growth and engagement shows how valuable the Fan Peloton is as part of Team Visma | Lease a Bike.
Partners of Team Visma | Lease a Bike also benefit from the Fan Peloton, which bridges the team and a group of highly engaged fans. The Fan Peloton offers partners the chance to connect with people who have a great passion for the sport and feel strongly connected to Team Visma | Lease a Bike. This allows them to uniquely position their brand within an engaged and passionate audience.
With the Fan Peloton, Team Visma | Lease a Bike demonstrates how important the strong bond with fans is. “Our fans are an essential part of our success as a team. That’s why we continue to invest in the Fan Peloton and are always looking for new ways to engage our members with the team,” concludes Houtgraaf.
