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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Early Cycling Passion And Youth Struggles
- Jim fell in love with cycling at age 10 after seeing his father's Colnago and switched from football to bikes.
- He improved through youth ranks but often found himself outclassed by future pros like Thomas Dekker and Lars Boom.
Four-Year Break Before A Comeback
- Jim quit competitive cycling at 19 after a cancelled contract and didn't ride for four years.
- He resumed in his mid-20s, quickly won amateur races and signed with a continental team for seven years.
Build Credibility With Pro Work
- Jim built a coaching business focused on amateur riders and used pro work to gain credibility.
- He integrated exercise tests, bike fits and sports medicine to scale services beyond simple training plans.