This week, albeit short due to Thursday being Ascension Day & a bank holiday here in Holland, will still pack a full week of action! We've got the standard Wheelrunner & Gregario group rides + I'll be hiding caps for the RIDEWGPS' Cutty Cap Challenge on the 31st before heading out to Berlin on Friday with Kristy for both Fenderfest Nº2 Tandem Edition _and_ Angels of Dirt's Berlin screening at Craftwerk.
I've also got 3 proposals to send this week + an offer for a less orthodox project arrangement to consider. I've been percolating on strategies, approaches & ideas for how to best serve each new potential customer & our existing clients.
My thoughts were predicated by Stu Thomson of Cut Media lamenting some of the biggest challenges in cycling content today:
💨 Fastest, most aero on the road.
🪶 The lightest, most playful e-mtb.
🛋️ Most comfortable, efficient commuter
💪 Versatile and fast gravel
⛰️ Most capable downcountry
Clearly those marketing angles will blend in like another sloping top tube in a sea of perfectly capable carbon fiber complete builds. But who cares?
Well, this week's food for thought is courtesy Alex Tran's guest post on The Sociology of Business. His second paragraph intro had me hooked:
"In the age of infinite scroll, where algorithmic sludge threatens to flatten culture into one long, undistinguished blur, curating has become a radical act of taste."
So in the spirit of curation and inspiration, here is a TL;DR of Alex's stance that "the most powerful brands don't just ride culture—they subvert [...] monoculture [that] dictates what’s aspirational vs. ordinary, tasteful vs. cringe."
Zoom in on cycling and everything from the 'spirit of gravel' & 'smol' (e)cargo bikes to streetwear x spandex brand collabs & what defines a community ride is up for debate. Going with the flow will get you dropped off the back unless you're confident enough to take your own line and attack.
In other words, you have to choose to "reinforce the monoculture or resist and reshape it". Spoiler alert: I always choose subvert. 😉 (And of course, Alex cites a perennial Patagonia example, but that doesn't make it less true.) He illustrates two means of subverting monoculture like this:
In closing, the article offers a handy three-point action plan to rally audiences that share your brand values to move to the beat of your drum & not the mainstream hum:
🧘♂️ Know Thyself – What would your brand fight for—even if it cost you customers?
🏛️ Spot the Monoculture – What norms or expectations in your category have gone unquestioned for too long?
👊 Pick Your Punch –What’s something in your industry you—or your customer—would love to punch?
Props to Alex Tran for such an inspiring article! I look forward to incorporating his points and Twotone's 10+ years of experience subverting monoculture into our work and proposals this week!
As always, thank you very much for reading & have a great week!
with gratitude,
Jon
May
- 🇳🇱 28 Wheelrunner Wednesday Morning Ride (Weekly at 6:30am)
- 🇳🇱 29 Gregario Thursday AM Ride (Weekly at 7:30am)
- 🇩🇪 31 Angels of Dirt Screening at Craftwerk Berlin
- 🌍 31 The 5th Annual Ride With GPS Cutty Cap Challenge
- 🇳🇱 31 Fenderfest Nº2
June
- 🇳🇱 1 Aidsfonds Rainbow Ride Amsterdam
- 🇩🇪 5 Angels of Dirt Screening Cologne hosted by German Flat Track
- 🇳🇱 6 Dox Under The Track Nº11
- 🇮🇹 6-8 Bicycle Adventure Meeting
- 🇳🇱 7 Angels of Dirt Screening Noordelos
- 🇳🇱 8 Pathfinder Maastricht
- 🇳🇱 11-13 Bicycle Film Festival Maastricht
- 🇳🇱 15 Pirate Radio: Kootwijk. Veluwe Gravel
- 🇧🇪 17-18 Micromobility Brussels
- 🇩🇪 25-27 Let's meet at Eurobike
Bikes
Red Bull Stalen Ros Returns to The Hague Sept. 6th!
Team Dream Takes on the Alps: Building a Shop and a Community in One Summer
Carla Alcibar
This is even more inspiration, perfect for a Monday morning to make unexpected moves, seize opportunity & go with your gut. Props to Sean & Carla of Team Dream!
Open to the public, a first for Brooks; Tour Their Factory 14.6!
Ideas
Subversion as a Creative Strategy: How to Recognize and Beat AI Slop
Walking & Cycling 30 Minutes Per Day
Europe Built Trains. America Built Highways and Regret.
Friends
Hellenic Mountain Race 2025
Earning Points at the 2025 Wildcard Bikepacking Rally
Guest
Very cool to see Leanne's Wildcard write-up in on Bikepacking.com so quickly. I'll ride the rally next year for sure!
Kelp Coworking in Ericeira featured on Nomadwise
My friend Sjors has a coworking space like me but his on the Portuguese coast. If you're ever there, you should check out Kelp Cowork!
"Natural light flows through large front windows, and small decor details reflect the local surf and digital nomad culture. It’s a pet-friendly space, so it’s not unusual to spot a dog or two napping under the desks. The atmosphere is welcoming, relaxed, and a little playful, perfect for those who value both focus and friendly faces." – Leonie Poelking of Nomadwise
Radness
Dox Under The Tracks Nº11 Featuring Reinier Baas & Paula Bilá
Thank you very much for reading!
Here's to choosing subversion as a creative strategy this week!