A passion for life & for cycling
Dimi Vandenwyngaerden is a passionate sportsman. Being from Belgium too, means that this warm and friendly, former sports teacher is truly passionate about cycling. In his own words, as a child he was fed on milk and cobbles! Racing bikes and going fast over difficult and challenging terrain is something that all youngsters in Flanders are brought up on; which is why Dimi has so many bikes – ultimately, there are so many challenges on 2-wheels, and so many places to explore.
Riding forward in harmony, with Lake Shoes & Etxeondo Cycle Clothing
We’re really delighted that Dimi will be working with our team here at Lake, in Flanders and the Netherlands. Bringing his passion and expertise to the one of the world’s most knowledgeable cycling communities, his role will be within a partnership involving both Lake and the high-performance, premium clothing brand from the Basque region of Spain – Etxeondo. There’s a natural synergy between Lake and Etxeondo, and a sense of balance between us: we both believe in excellence, comfort and in creating innovative solutions for cyclists.
Working in partnership with both brands, Dimi will be taking this philosophy into the cycling community within this globally important cycling region. It’s a cycling centre of excellence and requires the right people, along with the right equipment. With Dimi leading the way, we’re confident that Lake can continue to grow and to help more and more and more cyclists to ride with comfort, style and performance in perfect harmony. His role will involve working directly with the brand(s), to develop and manage retailer and customer relationships, and to maximise customer experience and brand awareness. Having been closely involved with all forms of sport: running, tennis, rock climbing and surfing, and being a qualified sports teacher, Dimi is experienced at passing on his knowledge and passion to others. For the past three years, Dimi has worked closely with world leading Italian brands, Kask and Pinarello, and brings along the expertise gained through helping to manage their brand relationships within the cycling mecca that is Flanders and the Netherlands.
The heart of cycling is passion
Since being a student, cycling has been at the heart of Dimi’s life - at work and at play. He frequently heads off to the Belgium Ardennes, where he’ll challenge himself on the roads, and more frequently, also on the gravel trails. For Dimi, gravel is about escaping the day and finding adventure. He says that ‘I ride a bike just to live and to enjoy time. Coffee and friends, or an hour in the woods, exploring by gravel bike? For me there is only one option – to explore!’
This mythological region of the Ardennes is the home of cycling’s spring classics, of Liege Bastogne Liege, the oldest bike race and the famed Fleche Wallonne race. It’s the perfect environment for cyclists such as Dimi to build their strength and knowledge about which kit works best and why Lake cycling shoes are a great choice for all riders, at all levels. He’s a cyclist who enjoys the race, but more importantly, somebody who rides for that joy of cycling and for the adventure that cycling brings. Talking with Dimi, he tells me more about the Belgium thoughts on cycling, and the saying which means: ‘looking Pro and going slow!’ In essence, it’s all about having the right kit and the right attitude, and ensuring that you’re relaxed, comfortable and having fun.
Excellence & innovation in everything
His approach to cycling and to life, is in tune with Lake. Dimi tells me that in his eyes, Lake don’t just design cycling shoes; unlike other brands, he believes that Lake creates solutions for all cyclists, so that more and more people can ride in comfort and in style. The Flanders and Netherlands cycling community are as we say, a knowledge group and won’t be fooled. With Lake and Etxeondo cycle clothing, Dimi has the best tools, and he brings to Lake his vast knowledge and an unrivalled passion for sporting excellence. He’s a person who wants to talk with cyclists, to listen to them; to listen to retailers and to create those all-important bonds and relationships that feed cycling and allow us here at Lake to continue to innovate. Working directly for Lake and alongside our retail partners, Dimi will be a critical link in the chain as we expand with exciting new cycling shoes for cyclists on the roads and trails of Flanders, the Ardennes and the Netherlands.
His own favourite Lake cycling shoe is the Lake CX333 – the ultimate in cycling shoe design and high-performance. It comes with comfort built in as standard, and it typifies Dimi and his professionalism and relaxed yet determined approach. The Lake CX333 is a cycling shoe filled with individual elements that come together perfectly – a bit like Dimi. There are exciting times ahead for us here at Lake, and with Dimi taking the Lake cycling shoe philosophy forward into the Flanders and Netherlands peloton, we’re confident of being able to wrap even more cyclists in our legendary Lake cycling shoe comfort. One thing is for sure – It will definitely be a fun and exciting journey!