- News
- Reviews
- Travel & Adventure
- Interviews
- Inside Industry Players
- Community
Bikes
Reviews
Components
Reviews
Cycling
Apparel
Breaking New Ground: Inside Tour de Tietema-Unibet’s debut in Renewi Tour
Tour de Tietema, officially known as TDT–Unibet Cycling Team, was founded by Bas Tietema, Devin Van Der Wiel, and Josse Wester in 2021. Initially, it was a way to document their journey into professional cycling through a YouTube channel. The team began taking part in amateur races while creating engaging content that showcased their experiences and challenges, and now it is in the major leagues as a UCI ProTeam. The Renewi Tour 2024 marked a pivotal moment for the Tour de Tietema team, as it was their first participation in a World Tour stage race. We were there to follow the team on this occasion and share the experience with them during the final stage.
The beginning of the adventure
Is it possible to start a cycling team from a YouTube channel? It is, and these three guys are proof of it. Initially, the channel focused on Bas Tietema’s experiences as a cyclist, but the concept quickly evolved. In 2019, after a brief hiatus, the channel was revitalized, where Tietema and his teammates embarked on a unique journey across the Netherlands. This led to the creation of the “Tour de Tietema Cycling Team” in 2021, allowing them further to document their experiences within the professional cycling world.
During the Renewi tour, we had the pleasure to meet and talk to Josse Wester, one of the founders, who told us that the inception of the team was not a predetermined goal for them, rather, it emerged from a desire to create something meaningful in the world of cycling. Initially focused on producing YouTube content, they soon recognized that to cultivate a sustainable venture aligned with their ambitions, they needed to go beyond digital media.
“In our minds, starting a team seemed like the only viable option. For many people, this idea felt far-fetched—three guys trying to build a professional cycling team from scratch seemed almost absurd. Yet, that challenge is what made it beautiful.” – Josse Wester
As they began to achieve success, skepticism transformed into belief, drawing in partners and brands that shared their vision. The team’s growth has been fueled by this collective conviction: “When everyone is invested in the dream, what once seemed impossible becomes achievable”, said Josse. Over the past few years, they have dedicated themselves to convincing others of their vision, and it is this unwavering commitment that has propelled them forward.
In 2023, the team achieved a significant milestone by upgrading from UCI Continental to UCI ProTeam status, allowing them to compete at a higher level in international races. With a focus on developing young talent and gaining experience in the competitive cycling landscape, Tour de Tietema aims to make its mark in the world of professional cycling while continuing to engage fans through its unique storytelling approach.
Don’t be misled, the team is far more than just a YouTube channel or an effective and eye-catching communication, they are a highly professional group that truly values their work and diligently prepares for the challenges they face along the way.
Renewi Tour, the debut
The Renewi Tour represented a significant milestone for TDT–Unibet Cycling Team, marking their debut in a World Tour stage race. The final stage of the event, on September 1, was a thrilling conclusion to the five-day race, featuring a challenging route from Menen to Geraardsbergen, including the iconic Kapelmuur.
We had the unique opportunity to be with the team during the last stage, providing an insider’s view of the race and engaging with various team members. They emphasized how competing at this level was both a dream and a challenge, highlighting their commitment to making an impact in professional cycling.
Josse Wester underlined the importance of the Renewi Tour in the team goals, as their ultimate goal is to race at the highest level. This was the first time they participated in a stage race at this level, setting a benchmark for what was to come. For everyone involved—riders, mechanics, media staff, and office personnel—this experience helped illustrate the direction and reminded the team of the professional standards set by established teams: “This is a good learning experience, and it’s also motivating to see the other teams- this is where we need to go in a few years.”
Jordy Bouts, Super 8 leader
We arrived just in time to watch the team presentation in Menen. The TDT–Unibet Cycling Team rider, Jordy Bouts, was wearing the Super 8 jersey as the leader of the combativity classification. It was the consequence of having spent a big share of the Renewi Tour at the front of the race.
The Belgian rider was living his dream: “It’s my first World Tour race, and it’s in Belgium. I’m a Belgian cyclist, so that’s special.”. The goal of the team was to race in an exciting and captivating way, and they managed to do so right from the very first day. Jordy found it exhilarating to start a new stage each day, feeling a sense of happiness and challenge (almost) met – Jordi wanted to take Jersey home at the end of the final stage, and that day was the moment to achieve it.
Jordy admitted that the atmosphere within the team is different from others, partly due to the presence of media personnel constantly filming and taking pictures. Initially, for him, it felt unusual, but after a few days, the team members hardly noticed it anymore; it became a familiar part of their routine. The young media crew contributes to a lively environment, bringing a sense of energy that positively impacts the team’s morale. However, the rider states that beneath this layer lies a serious commitment to racing. Their focus extends beyond media presence; they strive for continuous growth and improvement, aiming to elevate their performance every single day.
Behind the Scenes: Exploring the Tour de Tietema YouTube Channel
While the team was on the presentation, Mark Arents, the team videographer, was hands-on filming content for the team’s YouTube channel. The team posts videos showcasing the journey of the TDT-Unibet Cycling Team, providing fans with an inside look at their adventures in professional cycling. The channel features behind-the-scenes footage, race highlights, and personal stories from team members, making it a vibrant platform for engaging with the cycling community. This unique approach to media helps to build a strong connection with their audience while promoting the team’s ambitions in the competitive cycling landscape.
Mark has been on the team since the beginning of 2023. The media component is a major part of the structure, turning TDT-Unibet into “the most followable team of the peloton.” Mark was not involved in cycling before entering the team but quickly aligned himself with the team’s dream: “ To be honest, I didn’t know that the whole plan was there to become a cycling team. However, during my discussions with the organization, they shared their vision and aspirations of competing in the Tour de France one day. That is our ultimate dream. Honestly, I was immediately on board with this vision. I was like, this is a great story. I love to make documentaries, and I feel that I was at the start of something really special.”. It may seem a distant goal, but with the team participating in their first World Tour race, “the dream is very much alive”, as Mark stressed.
The atmosphere within the race has been a topic of interest, especially considering the unique pressures and challenges. It was an intense week of racing for everyone involved, as all the team members agreed that the pressure at the Renewi Tour was especially high. While the team is known for producing large-scale videos and engaging content, the race also demanded a greater focus, which was essential for performing at such a high level.
Following the race from the second team car
The atmosphere from the team car was electric as we navigated through euphoric crowds and experienced the tension characteristic of the key moments in the race. The strategy unfolded in front of our eyes; we could see how crucial communication was among team members as they executed their plans on the road.
We were in the second car with Bas Tietema. The second car plays several crucial roles during a race, support to the riders in the breakaway, emergency assistance, nutrition and hydration if needed. In the first car was Julia Soek, the main Sports Director for this race.
Julia Soek is one of the few women working as Sports Director in a predominantly male environment. When she first took on her role as team manager, she didn’t focus on being one of the few women in the field. Instead, she emphasized her belief in having a diverse mix of individuals, regardless of gender or background, within a team. Within TDT-Unibet, she is primarily responsible for the sporting aspects of the team. Their long-term goal is to compete in the Tour de France, therefore her role involves raising the team’s performance levels. This includes selecting riders and staff while managing relationships to build a cohesive unit prepared for such prestigious events.
Usually, Julia is more of a supportive role, observing the race dynamics and supporting the Sports Director – Bas- on-site. For this race she was also managing some partners present in the race, being the main point of contact. She underlines the amazing environment of the team, but as the race approaches, everyone shifts into a serious mode.“I’m 33 years old; I´m one of the oldest (laughs). We have a really good vibe. The atmosphere inside the team is amazing, but you also see that now (before the start), we are switching to serious mode, and the entire team is taking it very professionally. So yes, we do have some fun, but we are also really focused and professional”.
During the stage, we were in the car with some VIP guests. This is one of the many approaches that the team used to be involved with the partners and the public. Josse discusses the unique experience of having guests in the team car during a race. This opportunity allows fans to gain an authentic perspective on the dynamics of cycling that they typically miss when watching from afar. Being inside the team car provides a firsthand view of the race’s chaos, the communication between riders, and the strategic tactics at play.
In the final stage of the Renewi Tour, Thomas Kopecky played a notable role as part of an early breakaway that animated the race. We followed Kopecky in the breakaway alongside a group of 21 riders that broke away early in the race, this move showcased his – and the team’s- determination and strategic racing skills. Bas Tietema was actively providing instructions to Kopecky while ensuring that the rider received adequate hydration during the race, which is essential for optimal performance in competitive cycling.
The breakaway included strong competitors from various teams, creating a dynamic and competitive atmosphere. However, as the race progressed into the hilly local laps, the break began to lose cohesion, and the peloton gradually reeled them in. Despite this, Kopecky’s presence in the breakaway demonstrated his ability and the performance of the team.
Inside TDT – Unibet cycling team
At the end of the race, the team was able to set ambitious goals and make them happen. Kopecky was in the breakaway and Jordy secured the Super 8 jersey. Racing aside, when we asked Josse about the team environment the answer was quite direct: “I hope you’ve experienced that already.”, and indeed we did. Julia added that the team has a very familiar environment, where mutual respect is the key, and all of them are very professional.
The project is growing at a swift pace, and the expectations from the fans are following the same trend: “The pressure is definitely, not just for this race, but for the whole project. The team is very ambitious, so we also wanna meet the expectations of the people that follow us. Despite the challenges of balancing ambition with realism, the team remains optimistic about their journey together, showcasing both determination and a positive spirit as they strive to achieve their sporting objectives.
Participating in this event with Tour de Tietema provided an invaluable perspective on what it takes to compete at such a high level. Their debut in a World Tour stage race is just the beginning, and it’s exciting to think about what lies ahead for this ambitious team. At the same time that they continue to grow and evolve within the cycling world, we will follow their progress and celebrate their success.
Today, the team takes another step towards the future. After two successful years, TDT-Unibet ProTeam will transition to a new identity as Unibet Tietema Rockets. Unibet has signed a multi-year agreement to become the team’s first naming partner, making the Unibet Tietema Rockets the first professional cycling team to adopt a franchise name. This significant development aligns with the team’s aspirations to participate in the Tour de France.
