In our series profiling the team behind the riders, it’s all about communication activations, social media, partner marketing campaigns, and mental health awareness.

You might have caught a glimpse of today’s guest in the background during rider interviews at races and Grand Tours. His name is Phil Lowe, Press Officer for one of the sport’s biggest and most historical WorldTour cycling teams, Soudal Quick-Step.

I brought Phil on to the show because I believe many of us often find ourselves sitting on our couches, watching cycling races, Grand Tours, Classics, and Monuments, and wondering: what really happens behind the scenes at a WorldTour team? How do they handle the pressure from the outside world, especially in today’s always-on social media environment, where a PR disaster can strike at any moment?

Not to mention, they’ve got to plan, execute, and coordinate communication activations, social media, partner marketing campaigns, and more.

We also talk about the team’s mental health awareness campaign and the need to break the stigma surrounding mental health in sports and daily life. We conclude the interview by discussing the future of professional cycling and the changes we would like to see in the sport.

I hope you’ll enjoy the episode.

Chapters

00:00 Introduction

02:11 Phil Lowe's Journey

11:45 Remco Evenepoel

13:30 Wolfpack Mentality

16:03 Park of the Pack Mental Health Awareness

22:12 Most Difficult Decision

25:32 The Future of Pro-Cycling

27:32 Ending

– LINKS –

Phil Lowe

Mental Health Campaign

Soudal Quick-Step

Host: ⁠⁠Soren Jensen⁠⁠

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