The Pacer · A Standing Growth Partnership

Doing better than you think.
Moving slower than you should.
Let's fix the second part.

Visionary founders, proven changemakers, expert freelancers — most aren't short on skill or ambition. They're carrying the big decisions alone, and the waiting is the expensive part. I hold your full picture, tell the truth, and pick up the phone when it matters.

Book a free 30-min call See how it works

110M+Earned views

40+Growth programmes

€0Ad spend

9yrIn the field

Cycling brand, destination or tourism board? The marketing practice lives at Cycling Incubators. Liever Nederlands? Lees The Pacer in het Nederlands.

Morocco · by Youri Zwart

Three problems that wait way too long

Your time is worth €1,000 an hour.
Your postponing isn't.

The pattern is always the same: the important choice gets postponed for weeks — sometimes months — and the cost stays invisible, because nobody sends you an invoice for waiting. These three show up in almost every founder conversation I have.

01 · Positioning

The story you've outgrown

Every proposal undersells what you're actually worth by now. You've known the positioning needs rewriting for months — but it keeps losing to the urgent. Meanwhile every deal closes at last year's value, and the dream clients don't recognise themselves in your story.

€10,000–40,000

per month · underpriced work & lost ideal clients

02 · The decision

The choice you keep circling

The wrong-fit client you should have let go. The hire. The pivot. The case you shouldn't take. You already know the answer — you're waiting for someone to say it out loud with you. Every week it waits, your best people work on the wrong thing.

€15,000–60,000

per month · senior time aimed at the wrong thing

03 · The pipeline

Marketing & sales, "after the busy period"

While you deliver, the pipeline dries up in silence. Three months later you're discounting to fill the gap you created while you were busy — and calling it a market problem. It wasn't the market. It was the postponing.

€10,000–80,000

per month · depending on your size

Those numbers come from companies of five to fifteen people. Above 50 FTE, add a zero. The Pacer exists to shrink weeks of circling into a phone call.

The programme

Not a coaching package.
Not a retainer. Something rarer.

Every month, as long as it serves you. One person who knows your full picture, tells you what they actually think, and is reachable when the moment matters. Minimum 6 months — real change isn't a sprint. After that: cancel per month.

One deep session — online

90 minutes. No script, no preset agenda. We go where the most important thing actually is — the decision you've been circling, the client situation you can't see clearly from inside it. I prepare. I listen more than I talk. Then I say what I actually think.

The Walk — in nature, near you

90 minutes on foot. No screens, no slides. A conversation in motion produces a different quality of thinking than anything at a desk — the kind where the problem you arrived with isn't the problem you leave with. I come to you (NL & BE; EU on request).

Your line — when it counts

Up to three 20-minute calls per month. You call, I pick up. No scheduling, no intake form, no waiting until Tuesday for the question that's been sitting on your chest since Monday morning. This is the part clients say they didn't expect to value as much as they do.

Proof it works

Built in the field.
Not in a framework.

Some proof is a founder finally moving. Some proof is 110M+ earned views. What produced both is the same thing: seeing clearly, deciding fast, and executing without theatre.

Lars Veenstra · Spirit Unfolding · 6 months of The Pacer

From scattered to one clear offer · €1,200/day positioning · First international commission

Fourteen years of experience, a growing reputation — and a business that wasn't working the way it should. Six months later: one clear product, pricing that reflects his real value, a seven-question scorecard that filters wrong-fit clients before they cost him three months, and a Berlin commission that turned into a long-term partnership. The first breakthrough happened on a walk through the dunes near his home.

GRAVAA · 10 months 2024

Social ×3 · 9,000 subscribers · 30+ global placements

First communications hire. Global product launch, WorldTour partnership announcement. Prepared the earned media package in advance — so when Marianne Vos won the Gravel World Championship on GRAVAA, it hit 30+ global cycling media within hours.

Pilot Cycles · 2026

3.8M impressions · 210+ leads · €0 ad spend

When the client couldn't commit to CyclingWorld Düsseldorf, I self-funded the trip. Three days, live content from the show floor. Reshared by DT Swiss, Schwalbe, Pinion and Vittoria. Combined with Morocco: 210+ leads for €8,000+ bikes.

Morocco Gravel Adventure · 2026

1.9M impressions · 5 days · €0 ad spend

Self-produced cycling trip. iPhone-first, rider-first. Six brands earned real reach without it looking like an advertorial — because it wasn't one.

Tourism boards · 30+ across Europe, Africa & USA

90,000 route clicks · Rebooked 4× in a row

From Visit Luxembourg to Cycling in Flanders to Go Türkiye — strategy partner, content producer, speaker. Rebooked not because of the contract but because of the results.

What others say

In their own words.
Unedited.

His broad perspective on cycle tourism, active mobility and funding, combined with his energy and talent for making new connections, often leads to fresh insights and concrete opportunities. Loek is an agile thinker — his approach is innovative and efficient, setting an example for the future of our sector.

Henk Swarttouw · President, European Cyclists' Federation

When Loek says he's going to do something, he goes for it. "Can't" doesn't exist. He knows how to deal with the unexpected — he can switch gears and act immediately. He is the best at putting together a high-quality media package, informing the press, and getting them excited.

Gertjan van Ginderen · CEO, GRAVAA

Who I am

I've always moved
toward the real.
Away from the polished.

At 18 I went bikepacking alone — not for Instagram, but to know what I was made of when nobody was watching and the route got hard. As a student I trained for an Ironman in six months, learned to swim from scratch, and finished in 10:45. Not to win. To find out what happens when you commit to something too big and stay anyway.

For four years I ran 40+ growth programmes for small businesses — and got very good at diagnosing the gap between what founders think their value is and what the market actually sees. Then I co-founded a cycling media company on one belief: honest, human content outperforms perfect content. It worked — until I lost the business by placing my future in the hands of a partner worried about his. I left with nothing.

A few weeks later I started again. Cycling Incubators B.V. Same method, different structure: 110M+ earned views, 10,000+ product leads, 75% recurring clients, zero ad spend.

Here's what matters most for you: none of those results came from a framework. They came from seeing each situation clearly and saying it out loud — then moving. That's what The Pacer is. Not a system. A person.

Loek Luijbregts · Founder, Cycling Incubators B.V.

Is this for you?

This isn't for everyone.
That's not a sales line.

I work with a maximum of 5 people at any one time. The intro call exists so we can both find out whether it makes sense.

This works if you are

✓Running a real business — €100K+ annual revenue, or clearly on the way there

✓Technically excellent and commercially stuck, or moving slower than you should be

✓Making decisions alone that deserve a second mind

✓Willing to be challenged — not just agreed with

✓Ready to commit to at least 6 months, because real change isn't a sprint

✓A founder, creative professional, or leader in any sector

This isn't for you if you

×Want someone to execute the work for you

×Are looking for tactics, templates, or a 10-step system

×Are in your first year of business

×Aren't willing to have the hard conversation

×Want a structured coaching curriculum with homework

The call is free, and there's no pitch. If we're a fit, you'll know within 30 minutes. If we're not, I'll tell you honestly — and probably point you toward someone who is.

Book the free call

Investment

Transparent.
No lock-in after 6 months.

Solo founders · under €100K

€1,200

per month · excl. VAT

The identical programme. The price reflects where you are, not where you're going — because the best time to build the right habits is before the scale-up.

Growing business · €100K–€4M

€1,500–2,500

per month · confirmed after intro call

Full programme: deep session + The Walk each month, and the direct line (up to 3 × 20 min calls). Price set transparently to the size and scope of your business.

Scale-up & enterprise · €4M+

Custom

from €5,000 per month

Where a stalled decision costs tens of thousands per month, the programme expands: four sessions, unlimited access line, EU travel included. Priced relative to what's at stake.

Minimum commitment: 6 months — the bare minimum to decide, install, test and optimise a lasting change in how you think, dare and act. After month 6: cancel per month. Outside NL & BE, The Walk is priced as a premium; the online session and access line run identically anywhere in the world.

Doing better than you think. Moving slower than you should. Let's fix the second part.

Your time is worth €1,000 an hour.Your postponing isn't.

Not a coaching package.Not a retainer. Something rarer.

Built in the field.Not in a framework.

In their own words.Unedited.

I've always movedtoward the real.Away from the polished.

This isn't for everyone.That's not a sales line.

Transparent.No lock-in after 6 months.

The first stepis a conversation. 30 minutes. Free. No pitch.