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Team Sunweb (Netherlands)

Team CEO Iwan Spekenbrink explains Team Sunweb’s “Keep Challenging” elite sports approach.

Goal & values:

Our goal is to become a significant, sustainable and recognizable party at the highest level of international cycling – or an “institution” – through our very own elite sports model. This is based on continuous personal development whilst in an innovating elite sports environment. Under this model, athletes, experts, coaches and staff consistently work together according to our core principles: development, integrity, cooperation, drive and innovation.

Success factor: teamwork

The success of this elite sports model depends on all the athletes, experts, coaches and staff consistently cooperating, sharing information and working towards the very same objectives. Ultimately, this is about “people’s business” – it’s about working together in the most efficient way and striving for excellent teamwork in the broadest sense.

The distinctive elite sports approach:

The “Keep Challenging” model is based on two pillars: the elite sports environment & personal development.

The team’s DNA is symbolized by two stripes:

The team’s “Keep Challenging” DNA is reflected in all the team’s communications and graphics – including, most notably, on the jersey. These two dominant “Keep Challenging” stripes, symbolize the two pillars of the “Keep Challenging” approach.

One stripe represents the creation and continual enhancement of the alternative elite sports environment based on comprehensive, innovative and trustworthy support of the athletes. The other stripe symbolizes the development of the riders both as individuals and as athletes, and – in a collective sense – the development of the team as a whole.

Both stripes continue upwards, reflecting the continuity of this approach as a two integrated, never-ending processes. The approach succeeds if the members of the team keep challenging each other and themselves and operate according the to team’s five values.

“Sports institution”:

The “Keep Challenging” approach results in a modern marketing platform that creates the best return for the team’s partners, because this elite sports approach is designed for the team to become competitive and sustainably stay competitive in terms of sports performances; while this approach to sport also provides the team with its distinctive identity.

The approach provides continuity and allows the team to grow over time into the desired “sports institution”. This continuity enables the team to offer its people a stable environment where they can develop their careers and keep challenging themselves, each other, and the current standard of science & technology while pursuing their dreams.


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