Lanterne Rouge Cycling Podcast From Continental Rider to Tech Founder: The Origin of JOIN Cycling
Nov 9, 2025
In this discussion, Jim van den Berg, the Founder and CEO of JOIN Cycling, shares his journey from an aspiring junior cyclist to a WorldTour coach and tech innovator. He reveals the scalability challenges of traditional coaching that led to the creation of JOIN, an adaptive training platform. Jim also dives into the strategic decisions behind marketing, how content drove user acquisition, and the recent merger with Relive, which expanded JOIN’s portfolio beyond cycling. His vision for the future includes developing apps for multiple sports and navigating the complexities of fundraising.
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Own Marketing Channels, Not Just The App
- An app alone doesn't attract users; owning content channels and marketing is crucial.
- Creating articles, podcasts and SEO built credibility and organic growth for Join.
Conquer Region By Region
- Focus market entry regionally rather than spreading thin across languages and countries.
- Establish a strong foothold before scaling international marketing spend.
Founders Rarely Stop To Celebrate
- Milestones feel smaller as founders always look to the next goal; big celebrations can be rare.
- Jim valued the 10,000 and later 10,000 paying subscribers as meaningful validation.