Take what took me decades to learn.

Earned media

Earned media is not free reach. It is borrowed trust.

Why an independent voice carrying your story is worth more than the reach it delivers, and the four conditions that have to hold before any of it transfers.

2 min read

Earned media

Stop reporting impressions without explaining what they bought

A six-rung ladder from attention to commercial result, and how to report the highest rung you can actually support with evidence.

2 min read

Earned media

The launch is too late to start building proof

A six-week system for arriving at launch day with the understanding and evidence already in place, instead of buying attention for a story nobody can follow yet.

2 min read

Cycling tourism

Cycling destination marketing for DMOs and tourism boards

Why cyclists research, plan and convert differently from general tourists, and what that means for how a destination spends its budget.

3 min read

Cycling tourism

Cycling destination marketing in Europe

The gap between what a European destination actually has and what visitors understand it to offer is the largest opportunity in the category right now.

2 min read

Cycling tourism

A content strategy for cycling tourism

Five principles built on real routes, credible people, useful distribution and measurable traveller intent.

2 min read

Earned media

Earned media in cycling tourism

How destinations earn reach without an ad budget: route proof, cycling media, creator distribution and partnerships that last longer than a campaign.

3 min read

Cycling tourism

Adventure cycling marketing beyond Europe

Cycling tourism is growing fastest outside the Western European ecosystem, in places with compelling product and no marketing infrastructure yet.

2 min read

Cycling tourism

What the ATTA's 2026 adventure travel report actually tells us

E-bikes as a primary product, midlife women as the segment nobody markets cycling to, and a narrow window for Western Europe.

3 min read

Cycling brands

Cycling brand marketing in the Netherlands

The most familiar cycling market in the world is not an easy one. A mature culture creates a large audience and a high credibility threshold at the same time.

3 min read

Cycling brands

Social media for cycling brands

The algorithm is not the problem. Cycling audiences share what they would be proud to share, and ignore everything obviously produced to sell.

2 min read

Cycling brands

Cycling trade shows as earned media moments

Every major show concentrates journalists, creators and industry professionals in one place for three days. Most brands treat it as a sales event and capture a fraction of the value.

2 min read

Cycling brands

What is a fractional marketing partner?

Most cycling organisations know two options: hire an agency or hire an employee. There is a third, and it fits this category unusually well.

2 min read

Creators & influencer

Creator, influencer, UGC producer or media partner?

Five different businesses hide inside the word creator. Buying one role while expecting another's outcome produces the wrong brief, budget, contract and report.

2 min read

Creators & influencer

Outdoor creators are becoming media businesses

A five-level maturity model, and why the old exchange — free gear for posts — no longer describes what a serious outdoor project involves.

2 min read

Creators & influencer

Followers are rented. Customer permission is owned.

A campaign reaches hundreds of thousands of people and a week later the business cannot reach most of them again. Nothing went wrong. Nothing was built either.

2 min read

Creators & influencer

A small audience that acts beats a large audience that applauds

A million impressions is easy to celebrate. A dozen conversations with exactly the right customers may be worth more and look less impressive.

2 min read

Method & craft

Your iPhone is enough to start

Founders postpone content because the imagined production is too large, so the person with the most useful knowledge stays invisible.

2 min read

Method & craft

Stop asking what to post. Build a story inventory.

What should we post sounds like a creative problem. In most businesses it is an evidence problem: the raw material was thrown away all week.

2 min read

Method & craft

The founder's lean social media stack

The easiest way to waste money on social media is buying tools before deciding what the system needs to do.

2 min read

Case studies

GRAVAA: sixty million earned impressions, zero ad spend

How an engineer-led company with no marketing budget made a complex piece of hardware mean something to riders, journalists, racers and investors at once.

2 min read

Case studies

Pilot Cycles: nine million impressions and 280 leads for €8,000 bikes

Two self-initiated, self-financed trips produced 60% of the reach. The show the client had planned around produced 1.8%.

2 min read

Method & craft

The riding background behind the marketing work

Why the credibility that works with sophisticated cycling audiences cannot be manufactured, and where mine came from.

2 min read