The Association of Magazine Media


Dutch Pro Road Racing Cyclist
Laurens ten Dam Appointed Editor in Chief


NEW YORK, NY (June 1, 2017) — Rodale Inc., the global health and wellness content company, today announced the launch of Bicycling in the Netherlands through a partnership with WPG Media. The new edition of the world’s largest cycling magazine brand will feature an online platform ( and a quarterly print publication that hits newsstands today with the June 2017 issue.

The launch expands Rodale’s relationship with WPG Media, who also publishes an award-winning 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.”

Announcement of the new edition comes at an exciting moment for Dutch cycling: On May 28 pro-rider Tom Dumoulin became the first Dutch winner of the Giro d’Italia, one of cycling’s prestigious Grand Tour races that this year celebrated its centennial edition.

“It's an honor for us to bring the biggest media brand in cycling to the Netherlands. We've been preparing for this launch for years, literally. And with Tom Dumoulin being the first Dutch rider in 37 years to win a Grand Tour, this very weekend, we couldn't have dreamed of a better week to launch,” said Olivier Heimel, publisher, Bicycling NL.

Laurens ten Dam, the renowned Dutch professional road racing cyclist for UCI Team Sunweb, will helm Bicycling NL as editor in chief and brand ambassador. On the heels of completing the Giro alongside teammate Dumoulin, ten Dam announced plans to extend his career one more year as he begins to look ahead to life after pro-cycling. Already a well-respected competitor and voice in the cycling world, ten Dam’s new unique vantage point as rider and editor will offer readers an unprecedented behind-the-scenes look at the continuously evolving sport. “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.

Bicycling NL’s print and digital platforms have received strong reception from an impressive lineup of advertisers that includes Garmin, Gazelle Bikes, Polar, Shimano and Specialized.

Since launching in 1978, Bicycling has become the world’s largest cycling media brand with a presence in key markets worldwide, including Australia, Brazil, Sweden, South Africa and the United States.

Instagram: @bicyclingnl (

Facebook: @bicyclingnl (



About Rodale Inc.

Rodale Inc. is a global health and wellness content company based in Emmaus, Pennsylvania, and New York, New York. Known for launching the organic movement in the U.S. in 1942, the company operates today with a mission to “inspire health, healing, happiness, and love in the world. Starting with you.” Home to a broad portfolio of best-in-class brands, Rodale engages more than 100 million people globally through an array of products and services that include magazines, books, online, mobile, e-commerce, direct-to-consumer, social, video, and events. With 100 editions in 67 countries, Rodale publishes the largest, most established health and wellness lifestyle brands, including Men’s Health, Prevention, Women’s Health, Runner’s World, Bicycling, and Rodale’s Organic Life. Rodale Books is the premier destination for wellness content with a purpose, publishing conversation-changing titles that include Jessica Alba’s The Honest Life, Alicia Silverstone’s The Kind Diet, former Vice President Al Gore’s An Inconvenient Truth, Starbucks CEO Howard Schultz’s Onward, Maria Rodale’s Organic Manifesto and Scratch, and Dave Asprey’s The Bulletproof Diet. The Rodale Books website,, is a content and community hub where visitors can find inspiration and information from the world’s top wellness experts. Rodale also produces numerous branded experiences that draw more than 100,000 participants annually. Rodale is a certified member of The Women’s Business Enterprise National Council (WBENC); has received numerous industry accolades, including spots on Folio’s Top Places to Work in Media and Greatist’s Healthiest Companies in America lists; and has also been recognized as one of the Top 100 Best Adoption Friendly Workplaces.

Friday, June 2, 2017