In collaboration with our Belgian member, Agoria, ECI is launching a new storytelling initiative that will take audiences behind the scenes of Belgium’s cycling industry.
Starting 15 Jun, ECI’s Social Media colleague and cycling influencer Simon Dekker Linnros will bicycle across Belgium. Over 7 days, Simon will cover over 750 kilometers on his bike to 8 locations across the country, visiting companies throughout the cycling value chain and documenting the journey through interviews, factory visits, and social media content.
With this initiative, we aim to highlight the people, skills, innovation, and industrial expertise that’s behind European cycling excellence. While cycling is often associated with sustainable mobility and sporting leisure, the industry behind it contributes significantly to Europe’s economy. In the case of Belgium, the cycling economy generated €951 million net added value and supported 17,434 FTE jobs already in 2022, with significant growth potential.*
The Belgian tour will serve as the first chapter of a broader effort to raise awareness of the strategic importance of the cycling industry and its contribution to European competitiveness and sustainable growth.
Updates from the journey will be shared through our new interactive dedicated campaign website, on our LinkedIn and new Instagram channels, and on Simon’s Instagram channel throughout the campaign.
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