About us
Domestique was created by people who live and breathe cycling, with one clear ambition: to serve cycling fans in the best way possible.
What is Domestique Cycling?
Domestique is the new kid on the block in cycling media. Launched in June 2025, we have quickly carved out our place in the world of cycling. It's our mission to give cycling fans the information, insights and excitement that sharpen their passion and enrich the way they follow the sport.
It's our goal to become the most likeable cycling media platform out there. If we get that right, we are convinced we can build something lasting and become a global leader in cycling media.
What makes Domestique Cycling unique?
We believe there are a few things that make Domestique different. Most outlets are moving towards paywalls. We are choosing the opposite: content that stays free, powered by brand partnerships and advertising that respect the audience.
This may be what defines us more broadly: thinking differently and staying open minded. We apply that same mindset to our formats too, looking beyond written articles and developing concepts that do not exist yet.
Another example is our creator model, where we give creators the opportunity to produce content for Domestique and reward them through a revenue share model. It is interesting to see that since then, other outlets have taken inspiration from it and introduced similar initiatives.
What does "Domestique" mean?
In cycling, a "Domestique" is the rider who works selflessly for the benefit of others - a role built on loyalty, strategy and teamwork. Often overlooked, but essential to every victory.
That is the spirit we live by. As a platform, we want to be a loyal servant to cycling fans, putting ourselves at their service so they can experience the sport at its very best.
Who is the founder of Domestique?
Domestique was founded by Michiel van Looijengoed (facilitated by On Your Marks). With over a decade of experience across brands, teams and federations, Michiel combines a deep love for cycling with a creative approach to business models and digital product innovation in sport.
How was Domestique funded and who owns Domestique?
In early 2025, we launched a crowdfunding campaign to bring Domestique to life. Within two months, over 100 people joined the ride and raised more than €300,000. Today, they co-own the platform together with the original founders.
Who runs the editorial team?
The editorial team is led by Barry Ryan, a seasoned cycling journalist with over 20 years of experience covering the WorldTour. Together with a team of trusted editors, he curates the latest updates with a sharp eye and journalistic integrity.
What’s our journalistic code of conduct?
We follow a strict editorial code based on transparency, fairness and fact-based reporting. Read more here.
What’s our revenue model?
Our content is free to access because we believe the future of sports media is built on accessibility and community, not exclusivity. That is why our business model combines advertising with brand partnerships. And it is in those partnerships where we can truly help brands stand out, through strong creative work and our community first approach.
