Bioracer Weaves a European Network, Thanks to Former Lotto Rider Koen Vekemans: "But I'm No Forest Ranger"

Bioracer is booming and systematically conquering the European market. At Bioracer, we quickly recognized Koen Vekemans' potential, giving him the opportunity to climb the hierarchy. Both parties are extremely satisfied with this partnership. As Global Sales Manager, he's a driving force behind our expansion across different European countries. He motivates our representatives with a gentle yet determined approach.

Climbing the Ladder

When Koen Vekemans hung up his racing wheels at 24, he fell into a deep, dark void. After a youth filled with victories, he suddenly found himself at the bottom of the ladder. In the 1980s, young riders lacked opportunities to combine their studies with a cycling career. Koen abandoned his Latin-Mathematics studies to focus entirely on cycling. There you stand, without a diploma. To pay off his house, he had to get to work immediately the Monday after his cycling retirement. "The first years were tough," he reflects. "By now, that's forgotten, and I'm proud of the beautiful career I've built. With studies under my belt, however, everything could have progressed much faster."

Koen spent many years working long days in the Dutch market for other companies. When Bioracer offered him the chance to focus as a sales representative on Antwerp province, he took the leap. We haven't regretted that decision for a moment – it's still the region where we maintain our strongest position.

Bioracer targets a turnover of 36 million euros in 2025 and operates branches throughout Europe. Koen is grateful to founder Raymond Vanstraelen and principal shareholder Peter Croonen for the opportunities to grow within the company. "After many years as a salesperson, I systematically expanded my role as Sales Manager," he explains. "In that capacity, I serve as the driving force behind Bioracer's European network. I first took charge of Belgium and Luxembourg. Gradually, France, England, and Scandinavia were added to my portfolio."

Strategic Operations Base

"Meanwhile, we have representatives on our payroll in 9 countries," Koen elaborates. "For example, we have 2 representatives working in France, 5 in Spain, and 4 in the Netherlands. Each covers a specific region. Additionally, we work with independent agents operating on a freelance basis," he clarifies. "My role is to guide representatives in their market strategy, quote preparation, budgeting, and more."

Despite his demanding position, Vekemans still handles a significant portion of the Antwerp market, though he's gradually passing the torch. "My successor is ready to take over from me. It gives me tremendous satisfaction to see her blossom from a timid representative into the person she's developed into." Beyond that, he finds pleasure in diverse aspects of his job: from positive sales results to developing projects with clients like AS Adventure.

Thanks to digital connectivity, Koen Vekemans can largely manage his representatives through video calls. "I'm no forest ranger. You won't see me in a controlling role, but rather in a supporting function. I'm ready to help representatives wherever needed."

Cultural Differences

The importance of market knowledge becomes evident through Koen's fascinating stories about cultural differences between various countries. These differences immediately explain why England, for example, requires fewer representatives than other countries. "The recreational cycling market in England is considerably smaller," he explains. "It's simply not acceptable there for a local club to approach a neighborhood retailer asking for team sponsorship. If you see someone riding around with advertising on their kit there, you can be certain they're a competitive racer. Germany sits somewhere between England and Flanders in this regard."

Unlike in Flanders, you won't encounter a chaotic mix of clashing sponsor colors in England designed to please club sponsors. "Clubs do purchase short-sleeved jerseys in fixed club colors, but members are otherwise free to choose. We don't sell complete kit packages like we do here." There's also a different approach to apparel management. "Here in Flanders, club treasuries have some funds thanks to sponsors, organized rides, and charity events that clubs arrange. That translates to new outfits every 3 years or so. If you're in multiple clubs, you'll have several sets hanging in your wardrobe."