Cycling as a shared experience
For years, much of gravel’s growth has been linked to competition. New teams, increasingly demanding calendars, and a racing scene that has continued to professionalize. But not every project understands this sport solely through performance.
Foodmaker x GravelKing comes from a different place. One where racing matters, yes, but where community, human connections, and everything that happens around the bike also carry weight. Racing is part of the project, not its only goal.
More than building a team focused exclusively on results, the intention is to create a recognizable identity within gravel: approachable, open, and connected to the people who are part of this environment.
That idea became especially clear during The Traka, held last week in Girona. While the team competed in the 200 km distance, part of its community took on the 360 km challenge. But what truly mattered was also happening outside the race: meetings with partners, social rides, and days shared around cycling. For a few days, Girona became the perfect reflection of what the project represents.
In this conversation, Nick Sannen explains how Foodmaker x GravelKing was born, what it aims to bring to today’s gravel scene, and why events like The Traka help define a team’s identity far beyond results.
“Built from pure passion”
For people discovering Foodmaker x GravelKing for the first time, how would you explain what this project is and what it wants to represent within gravel?
“This is a new project built from pure passion. I started it myself with the help of Milan Huygens and Michael Velkeneers from TNS. At its core, we believe in the growth of gravel and, above all, in the strength of the community around it. Gravel is not just competition, it is people, connection, and building something together. That is what we truly want to represent.”
Community as the starting point
The team is presented around competition, community, and connection. How was that vision built, and why was it important from the beginning?
“From the start, community was one of the most important pillars of the project. It is also what makes it interesting for partners. They are not just looking for visibility, but for connection and return. Within the community, people have access to benefits and collaborations, so there is a real exchange.”
An identity beyond results
The team’s identity is also built through the people who make it up. Not only because of what they achieve in races, but because of what they convey outside of them.
“We don’t want to be just a results-driven team, but a team with identity. Each rider brings something different: performance, history, character, and connection with the community. We want to be an accessible, approachable, and recognizable team. A team that people can follow and identify with. Performance matters, of course, but identity goes far beyond that: how we present ourselves, how we interact, and how we represent the sport.”
A shared visual identity
You ride in a custom Gobik jersey. How was the design developed?
“The design is very closely tied to the community. Michael from TNS had already created a highly recognizable visual identity. We adapted it for the team by incorporating partner colors. We want the community and the performance team to be visually connected as well. And it works: there have already been around 100 pre-orders of the jersey from the community. That shows that people want to be part of the project.”
Success beyond competition
Looking ahead, what would success look like for this first chapter?
“It’s a new project, so we want to build it step by step. A podium or a win would be incredible, of course, but success is much broader. For me, success is growing the community, supporting people, bringing people together, and getting more people onto the bike. That’s what gravel is: riding together, enjoying it, and sharing those moments.”
