I have worked in lots of different fields taking on many roles and working on awesome, sometimes scary but always fulfilling projects. I have a bachelor degree in Brandmanagement and started my career working my ass off for a fashion magazine. I went on to manage the PR for sports and fashion brands and then joined an impresario, as a marketing officer for small and large theater productions. After a short stint in the non-profit sector I decided to start working for myself in the summer of 2015.
As a freelance marketing and social media expert I get into all kinds of cool projects. I am fortunate to be working with Gijs Bruinsma on many of these projects. He has a large network of great people in the cycling community and he has some great ideas too. Get in touch in you want to work on something together!

I have always been a rockclimber and had been thinking about setting up my own climbing platform for a while. I love writing about this awesome sport that is technical yet thrilling, explosive and spiritual at the same time. went live in May 2019 and was hugely appreciated by the Dutch climbing community immediately.

Backroads #1

Backroads is our ode to the Springclassics. The route takes riders through the Gelderse Vallei over roads less travelled alternated by challenging unpaved segments. Gijs and me created our own Strade Bianche with some Flemish cycling traditions mixed in. Full gallery here.

Where The Streets Have No Name #1 #2 #3

Three years ago, Gijs and me launched WTSHNN, an off-road cycling event in a small festival setting in the woods. Gravel versus MTB. A friendly race over trails normally closed to cyclists. The third edition in March of 2019 sold out in just 6 days. Full gallery here.

Cycling event creation and promotion

Together with Gijs Bruinsma I have realised two cycling events and we are looking at building on the success of Backroads and WTSHNN by expanding our event portfolio.

Writer and editor

Over the years I have written many articles, mostly on cycling and fashion, sometimes in Dutch but mainly in English. It has brought me to some fantastic places meeting lovely people all over the world, like this crew in Greece. Read the article here.

Digital content manager at Soigneur

From January 2016 to February 2019 I was in charge of the content on Soigneur’s online channels:,,, Instagram and Facebook.

Marketing at

For the new Dutch cycling apparel brand, LEMAR, I created a brand book, resulting in a strategic marketing plan. I now manage the marketing communication and social media for the brand.

Kei Boulderhal

In November 2014 Sven Verhoeven and my partner Joost Hofman opened the doors to Kei Boulderhal, the finest bouldering gym in the Netherlands. It has been a great ride so far. A second Kei gym will be opened in Apeldoorn in 2020. I love being part of the awesome Kei team.