Motorrijders Actie Groep (MAG)

What Motorrijders Actie Groep (MAG) does

Motorrijders Actie Groep (MAG) is a Dutch non-profit vereniging (association) founded in 1988 and headquartered in Bloemendaal, the Netherlands, dedicated to defending the interests of motorcycle riders in the country. It operates as the only full-time advocacy organization of its kind in the Dutch market, with a team of 9 employees serving a multi-thousand-member base of riders, affiliated clubs, and partner organizations including VVN, KNMV, and Rijkswaterstaat.

MAG's core deliverables combine advocacy outputs with member-facing services. On the advocacy side, the organization runs a 5-issues-per-year publication (MAGazine), maintains three public 'meldpunten' (reporting tools) covering road and dike closures, red-light detection issues, and dangerous road situations, and pursues legal and policy interventions — notably court wins against the municipality of Bodegraven (De Meije) and the reopening of the Zuiderdijk. On the commercial side, MAG offers MAG Verzekeringen, a membership-tied motorcycle insurance product administered by Veldhuis Advies, underwritten by Unigarant, with breakdown cover via Allianz Global Assistance and international claims handled by Europeesche Verzekeringen; Flex Casco Verzekering is offered with a dedicated mobile app. Additional member benefits include training partnerships (Verkeerstraining Nederland, 2 The Experience), a donations platform, and an event calendar (MAG Agenda).

The revenue model rests on three pillars: annual membership dues starting at €20/year, advertising and content revenue from MAGazine, and commission economics from insurance referrals and partner benefits. MAG supplements this with technical/policy engagement via a TNO research collaboration and direct regulatory liaison with RDW on emerging mobility topics such as Tesla Full Self-Driving. Customer concentration is low by construction: a long-tail of individual riders and clubs forms the membership base, with insurance and training partners acting as service counterparties rather than concentrated end-customer accounts.

Name

Motorrijders Actie Groep (MAG)

Legal name

Motorrijders Actie Groep

Website

https://motorrijdersactiegroep.nl

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Motorrijders Actie Groep (MAG) is a Dutch non-profit motorcycle riders' advocacy association (since 1988) that publishes MAGazine, operates public-incident reporting tools, pursues legal and policy interventions, and offers member-tied insurance (MAG Verzekeringen, Flex Casco) to a multi-thousand-member rider base in the Netherlands.

Ownership category

akta.pro rank

Product category

Motorcycle Advocacy & Rider Association

NAICS

Business Associations (813910), Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (813990)

SIC

Services-Membership Organizations (8600), Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro industry

PRIMARYMPAJAEAI

Automotive & Transportation Magazines

Media, Entertainment & Sports/Publishing (Books, News, Magazines)/Magazine Publishing (Consumer & B2B/Trade Magazines)

SECONDARYMPAJAEAJ

Sports & Recreation Magazines

Media, Entertainment & Sports/Publishing (Books, News, Magazines)/Magazine Publishing (Consumer & B2B/Trade Magazines)

Keywords

• Motorcycle advocacy services
• Rider association membership
• Motorcycle insurance services
• Motorcycle lobbying
• Association publications

Headquarters

HQ city

Bloemendaal

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership dues: MAG operates as a non-profit association (vereniging) funded primarily through member subscriptions. The MAGazine is published five times per year and members can choose between a printed copy (with higher contribution) or digital-only (with discount). Membership provides access to Meldpunten reporting services, member benefits, discounts from partners, and the magazine.
2. Advertising in MAGazine: The MAGazine publication includes advertising from partner companies (visible on the website as sponsor banners for brands such as Motormaat, Ecomaxx, Chromeburner, DealerDirect, Benelli, CF Moto, Veldhuis). The site has a dedicated 'Adverteren' (advertise) page.
3. MAG Insurance referral: MAG partners with Veldhuis Advies for MAG Verzekeringen (MAG Insurance), a motorcycle insurance product. MAG earns through its affiliation with this insurance product available to members and non-members. Insurance administration is handled by Veldhuis Advies, risk is carried by Unigarant Verzekeringen, and breakdown assistance by Allianz Global Assistance.

Pricing tiers

Distribution channels4 records

Marketing channels8 records

Core offering

MAG is a Dutch non-profit motorcycle advocacy association (vereniging) that represents and lobbies on behalf of Dutch motorcyclists. It sells annual memberships that bundle rider-rights advocacy, the MAGazine publication, and access to MAG Insurance referrals. The organization employs approximately 9 staff in Bloemendaal, Netherlands, and has been active since 1991.

Product overview

The Motorrijders Actie Groep (MAG) is a Dutch motorcycle advocacy organization offering a membership-based service portfolio centered on road safety advocacy, member reporting tools, and insurance products. The core offerings include the MAGazine (five-times-yearly publication), three Meldpunten (reporting systems for road closures, dangerous situations, and red light detection issues), and MAG Verzekeringen (motorcycle insurance with WA, Casco, and Flex Casco options). Members also receive discounts through the Ledenvoordeel program and access to a public event calendar (MAG Agenda). The organization operates primarily as an advocacy body rather than a technology platform, with no public API or documented AI capabilities.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Won two court cases against the municipality of Bodegraven, resulting in reopening of De Meije to motorcyclists
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Veldhuis AdviescoreImplementation/ SI/ Consulting PartnerVeldhuis Advies (Heerde, Netherlands) handles the administration and management of MAG Verzekeringen. They manage the online premium calculator, policy sales, and customer service for MAG's motorcycle insurance products. Contact: 0578-200154 / [email protected].
• Unigarant VerzekeringencoreOthersUnigarant is the risk carrier (risicodrager) for MAG Motorverzekering, meaning they underwrite and carry the insurance risk. Policy documents and insurance cards reference Unigarant as the insurer.
• Allianz Global AssistancecoreOthersAllianz Global Assistance provides the breakdown assistance (pechhulp) component of MAG Motorverzekering. Customers with pechhulp coverage can call +31(0)20-8512294 for assistance throughout Europe (excluding home address).
• Verkeerstraining NederlandminorGTM or Marketing PartnerMAG members receive €20 discount on advanced riding courses (voortgezette rijopleidingen) from Verkeerstraining Nederland. This is listed as a member benefit on the homepage.
• 2 The ExperienceminorGTM or Marketing PartnerMAG members receive €10 discount on motorcycle and cornering training from 2 The Experience. Listed as a member benefit.
• Europeesche VerzekeringenminorOthersEuropeesche Verzekeringen handles local offices in foreign countries for MAG insurance claims and legal/insurance affairs when a policyholder has an accident abroad.
• TNOcoreStrategic or Co-development PartnerMAG participates in a working group with TNO (Netherlands Organisation for Applied Scientific Research), the Ministry of I&W (Infrastructure and Water Management), and NEFOM (Nederlandse Federatie Omgevingslawaai Motorvoertuigen) on the issue of motorcycle noise complaints and road access. MAG submitted its comprehensive position paper to TNO.
• Veilig Verkeer Nederland (VVN) / KNMV / RijkswaterstaatcoreStrategic or Co-development PartnerMAG participates in a working group with Veilig Verkeer Nederland, the KNMV (motorists' association), and Rijkswaterstaat (Dutch road authority) to explore possibilities for a nationwide registration system for dangerous road situations. MAG advocates to maintain its own Meldpunt service within this framework.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Veilig Verkeer Nederland (VVN): Dutch traffic safety organization working with MAG in the working group on a nationwide dangerous road situation registry. VVN operates more broadly across all road users but shares the road safety advocacy space and is a strategic partner with MAG.

Broad incumbents

• ANWB: The Royal Dutch Touring Club is a large Dutch membership association providing road-side assistance, insurance, and advocacy for motorists. ANWB shares MAG's membership-and-services model and offers motorcycle-related services, but operates at much larger scale across all road users rather than focusing exclusively on motorcyclists.
• ACEM (European Association of Motorcycle Manufacturers): The European motorcycle industry trade association represents manufacturers and engages EU policy on motorcycle regulation (including APK). MAG engages with similar EU policy on motorcycle issues, making ACEM a relevant counterpart in the regulatory advocacy space.
• ADAC: Germany's largest automobile club offers roadside assistance, insurance, and road safety advocacy with motorcycle-relevant services. Operates at much larger scale as a broad incumbent, but provides a comparable membership-based services-plus-advocacy model.
• AAA (American Automobile Association): The largest US membership association for motorists offering roadside assistance, insurance, and advocacy. Comparable operating model as a large membership-driven mobility organization, though operating at vastly larger scale and broader scope than MAG.

Direct peers

• BMF (British Motorcyclists Federation): The UK motorcycle riders' rights organization is a direct international peer: a membership-based advocacy body fighting road closures, parking restrictions, and licensing issues for motorcyclists. Closely comparable operating model to MAG with similar advocacy functions.
• Fédération Française des Motards en Colère (FFMC): The French Federation of Angry Bikers is a French moto-rights advocacy organization with similar rider-protection objectives. Comparable as a national membership advocacy body that challenges road closures, noise regulations, and safety policies on behalf of motorcyclists.
• MAG UK (Motorcycle Action Group): The UK Motorcycle Action Group is a riders' rights organization similar in structure and mission to MAG Netherlands. Both organizations share the 'MAG' name and focus on preserving motorcycling access through advocacy and policy engagement.
• KNMV (Koninklijke Nederlandsche Motorrijders Vereeniging): The Royal Dutch Motorcyclists' Association is the other major Dutch motorcyclist membership organization. KNMV operates as a broader sporting federation (motorcycle sport, training, advocacy) and is explicitly referenced by MAG as a partner in the VVN/Road authority working group, making it the most directly comparable advocacy-and-membership peer in the Netherlands.

Emerging players

• IAM RoadSmart (Institute of Advanced Motorists): UK-based road safety charity offering advanced rider training and policy advocacy for motorcyclists. Comparable to MAG's training-discount partnerships (Verkeerstraining Nederland, 2 The Experience) and rider-safety advocacy positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/motorrijdersactiegroep
• Instagraminstagram.com/magnederland
• LinkedInlinkedin.com/company/motorrijdersactiegroep

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Motorrijders Actie Groep (MAG)