Michiel van Looijengoed
Domestique
I am Michiel van Looijengoed, founder of Domestique. As founder, I am responsible for pretty much everything across the platform, from strategy and product to partnerships, publishing and daily operations. Alongside that, I still contribute editorially, writing news pieces and the occasional feature where it makes sense.
I do not have one fixed beat. You will find my byline across Domestique, depending on the moment in the season and what the story requires. What I am consistently interested in is the link between what happens in the race and what happens behind it: team structures, sponsorship, media dynamics and the business mechanics that shape modern cycling.
Before launching Domestique, I worked as a creative director at a sports marketing agency, where I was involved in advertising campaigns and sponsorship activations for sport organisations, events and brands. You may have come across work like The Blue Tire for Swapfiets and The Control Room for Visma. I now try to use that same creativity, and my knowledge of branding, to make sure Domestique is seen as something distinct.
When I’m not pouring my energy into Domestique, you’ll find me on the bike or out for a run in the forest. Want to get in touch? Reach me on X, LinkedIn, or by email.
