Het is Koers

What Het is Koers does

Het is Koers is a Dutch-language digital cycling media platform headquartered in Utrecht, Netherlands, that publishes race coverage, cultural commentary, nostalgia and historical cycling content, equipment reviews, and podcasts aimed at passionate Dutch-speaking cycling enthusiasts primarily in the Netherlands and Belgium. Founded in 2008 and operating as a vereniging (association) under the Ganna Creative Agency umbrella, the platform attracts 20,000-50,000 monthly unique visitors, with traffic peaking during major races such as the Tour de France, Giro d'Italia, and Vuelta a España. The site is organized into editorial verticals including Koersverhalen (race stories), Wielercultuur (cycling culture and nostalgia), Service Course (equipment reviews and pro gear coverage), Fietsinspiratie (cycling inspiration, podcasts, and travel), Studio Kigali, and a Wieleragenda race calendar, plus an interactive Tourpool fantasy game.

The technology stack is a standard WordPress-based content management system with the Elementor page builder, supported by Google Analytics for traffic measurement, Mediavine programmatic advertising and Google Adsense for monetization, Google reCAPTCHA for spam prevention, Mailjet for email newsletter distribution, and Complianz for cookie consent management. There are no proprietary AI/ML components, custom APIs, or SDKs; the platform is digital-first and distributed directly via hetiskoers.nl without intermediary channels, supplemented by social media presence on Twitter/X, Facebook, and Bluesky and recurring physical community events (Cinema Het is Koers, cycling quiz nights, Hetiskoerskoers, and Ronde van Vlaanderen Live viewing events).

Het is Koers generates revenue through a combination of programmatic advertising (Mediavine), contextual advertising (Google Adsense), and undisclosed media partnerships and sponsorships accessed via a mediakit available on request. The site also operates sister platforms under Ganna Creative Agency — CyclingDestination.cc, Zijwielrent.nl, and Cyclingreview.nl — creating a portfolio aimed at Dutch-speaking cycling consumers across content, destinations, rentals, and product reviews. The organization employs 1-10 core staff supplemented by approximately 15 editors and contributors, operates without external venture or PE funding, and is led by Sander Kolsloot (Hoofdredactie / Editor-in-Chief).

Name

Het is Koers

Legal name

Het is Koers

Website

https://hetiskoers.nl

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Het is Koers is a Dutch-language cycling culture platform based in Utrecht that publishes race coverage, nostalgia stories, equipment reviews, and podcasts for cycling enthusiasts in the Netherlands and Belgium, monetizing via programmatic advertising, sponsorships, and community events under Ganna Creative Agency.

Ownership category

akta.pro rank

Product category

Cycling Media

NAICS

Independent Artists, Writers, and Performers (7115)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

akta.pro secondary industry

Hybrid Conferences & Conventions (In-Person + Streamed) (MPAGAOAC)

Keywords

• Cycling news
• Cycling culture
• Cycling journalism
• Bike equipment reviews
• Sports media

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Programmatic Advertising: The website uses Mediavine Programmatic Advertising for third-party interest-based advertising appearing on the website, serving content and advertisements using first and third-party cookies.
2. Google Adsense: Google Adsense is used for showing advertisements on the platform, with tracking and conversion measurement capabilities.
3. Media Partnerships and Sponsorship: The platform offers partnership and collaboration opportunities for sponsors wanting visibility through the website and organized events, with a media kit available upon request at [email protected]

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Het is Koers is a Dutch-language cycling media platform that publishes race coverage, cultural commentary, historical and nostalgia pieces, equipment reviews, podcasts, and race calendars across road cycling, track, gravel, cyclocross, mountain biking, and women's cycling. It operates a blog (hetiskoers.nl), an email newsletter, the Studio Kigali podcast, and organizes physical community events such as Cinema Het is Koers, cycling quizzes, the Hetiskoerskoers competition, and Tour of Flanders live viewing events.

Product overview

Het is Koers is a Dutch cycling culture blog and online platform covering professional road cycling, track cycling, gravel, mountain biking, and women's cycling. The primary product is the blog itself, organized into editorial content verticals: Koersverhalen (race stories), Wielercultuur (cycling culture, nostalgia, and the Wielercode), Service Course (material news, reviews, and pro equipment coverage), Fietsinspiratie (cycling inspiration, podcasts, and travel), Studio Kigali, and a Wieleragenda (race calendar). A Tourpool fantasy cycling game is featured as an interactive blog section. The platform also maintains a media kit for potential advertising partners.

Differentiator

Problem solved

Functional benefit

Brands

• Cinema Het is Koers: Organized event featuring cycling films and screenings
• Hetiskoerskoers
• Ronde van Vlaanderen Live

Products and services

• Het is Koers Blog A Dutch-language cycling culture platform covering race stories, cycling heritage, equipment reviews, podcasts, and race calendars, organized into editorial sections including Koersverhalen (race stories), Wielercultuur (cycling culture), Service Course (equipment and reviews), Fietsinspiratie (cycling inspiration), Studio Kigali, and a Wieleragenda (race calendar). Targeted at Dutch-speaking cycling enthusiasts.
• Studio Kigali Podcast A cycling-focused podcast produced by Het is Koers, featuring discussions and coverage of professional cycling events and cultural topics, available via the Fietsinspiratie section of the platform.
• Het is Koers Newsletter An email newsletter (distributed via Mailjet) that delivers new articles, race reports, and cycling news to subscribed Dutch-speaking cycling enthusiasts.
• Cycling Community Events Physical community events organized by Het is Koers including Cinema Het is Koers (cycling film screenings), cycling quiz nights, the Hetiskoerskoers competition, and Tour of Flanders live viewing events, targeted at Dutch-speaking cycling fans in the Netherlands and Belgium.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Ganna Creative AgencycoreStrategic or Co-development PartnerHet is Koers is part of Ganna Creative Agency, which also manages sister platforms CyclingDestination.cc, Zijwielrent.nl, and Cyclingreview.nl. These platforms share a collective mission to be the destination for experiencing and enjoying cycling culture.
• CyclingDestination.ccminorOthersSister platform under Ganna Creative Agency focused on cycling destinations.
• Zijwielrent.nlminorOthersSister platform under Ganna Creative Agency for bicycle rental services.
• Cyclingreview.nlminorOthersSister platform under Ganna Creative Agency for cycling product reviews.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rouleur: Premium cycling culture magazine blending long-form journalism, photography, and heritage content with race coverage. Closely comparable to Het is Koers' culture-and-nostalgia positioning (Wielercultuur, Vergeten Wielrenners), though English-language and print-led.
• PezCyclingNews: Long-running independent cycling news site with editorial commentary, race reports, and reader community. Comparable as an enthusiast-driven cycling media outlet with strong cultural voice, though English-language and North America-skewed.
• Wielerflits: The leading Dutch-language professional cycling news site, covering race reports, transfers, and analysis. Most direct competitor to Het is Koers in the Dutch cycling enthusiast audience, though larger in scale and more newswire-style.

Broad incumbents

• Cyclingnews: The largest English-language professional cycling news site, covering road, gravel, MTB, and track racing globally. Comparable in core editorial mission (race coverage, equipment news, cultural features) but operates at vastly larger international scale.
• BikeRadar: Large cycling media brand spanning news, gear reviews, and how-to content across road, MTB, and gravel. Comparable to Het is Koers' Service Course editorial vertical on equipment coverage, but operates as part of a broader global cycling publishing portfolio.
• Sporza (VRT): Major Belgian public broadcaster's sports division, with extensive professional cycling coverage including live race reporting, podcasts, and video. A broad incumbent that competes for the same Dutch-speaking cycling audience via free, professionally-produced content.
• VeloNews: Established North American cycling news outlet covering pro racing, tech, and culture. Overlaps with Het is Koers in race coverage and cycling culture editorial, but at much larger scale and in English.

Regional players

• Wielrennieuws.be: Belgian Dutch-language cycling news outlet covering races, transfers, and rider interviews. Comparable to Het is Koers in language and cycling focus, but serves Belgium specifically with a more news-driven format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hetiskoers
• Facebookfacebook.com/hetiskoers
• LinkedInlinkedin.com/company/hetiskoers-nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Het is Koers