"Please fasten your seatbelts!"Ludewig on the Pave stage, van der Poel vs. van Aert, Alpecin-Fenix & Tour favourites

Thomas Goldmann

 · 22.06.2022

"Please fasten your seatbelts!": Ludewig on the Pave stage, van der Poel vs. van Aert, Alpecin-Fenix & Tour favouritesPhoto: Getty Images/Bas Czerwinski
As Head of Sports Marketing at the Dr Wolff Group, former professional cyclist Jörg Ludewig is very close to the Alpecin-Fenix team. In an interview with TOUR, he talks about the team's goals for the Tour de France, Mathieu van der Poel and his favourites for the Tour of France.
During his active career, Jörg Ludewig rode for the Saeco and T-Mobile teams, among others. Today, he is Head of Sports Marketing at the Dr Wolff Group, which also includes Alpecin, the main sponsor of the Alpecin-Fenix team.Photo: PrivatDuring his active career, Jörg Ludewig rode for the Saeco and T-Mobile teams, among others. Today, he is Head of Sports Marketing at the Dr Wolff Group, which also includes Alpecin, the main sponsor of the Alpecin-Fenix team.

TOUR: In 2021, Alpecin-Fenix won two stages at the Tour de France and shared the yellow jersey with Mathieu van der Poel on five of the day's stages. That's hard to top. What are the team's goals going into the Tour de France 2022?

Ludewig: That's right, 2021 was "indeed" a dream in yellow, with the story about the grandfather and the team's own special "MerciPoupou" jerseys - it was almost impossible for the team to do more. As the main sponsor, we are not involved in the sporting action, but we know that our team's strengths lie mainly in the classics. That's why the initial phase in Denmark and Belgium should once again provide the right "pavement" for potential success. The competition is of course fierce, with the world's elite at the start.

"I'm not just expecting a duel"

TOUR: Is van der Poel also going for the green jersey or is he focussing on stage wins? Will we even see a duel between van der Poel and Wout van Aert for the green jersey?

Ludewig: Personally, I think we can look forward to this duel, but I don't expect it to be just a duel. This year there will certainly be some highly motivated riders fighting for stage wins on classic routes - and ultimately for green. After three intensive weeks in the Tour of Italy, I don't know whether it's possible to ride at the best possible level for three weeks in France to win such a classification jersey. Perhaps the hunt for stage wins is also more goal-orientated than finishing seventh overall or second in a ranking for a classification jersey.

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TOUR: In your opinion, is it an advantage or a disadvantage that van der Poel has the Giro d'Italia already in your legs?

Ludewig: We hear from the sports department that he has developed physically and mentally. This was definitely the right way for Mathieu van der Poel to develop as an athlete! I've never seen him so thin - but still powerful. With the right recovery and the current altitude training camp, he should be absolutely competitive for the first few days. Maybe even longer.

 Pure drama on stage 1 of the Giro d'Italia: While Caleb Ewan crashes, Mathieu van der Poel storms into the pink jersey.Photo: Getty Images/Tim de Waele Pure drama on stage 1 of the Giro d'Italia: While Caleb Ewan crashes, Mathieu van der Poel storms into the pink jersey.

Ludewig's forecast for the Pave stage

TOUR: Van der Poel is considered a cobblestone specialist. What do you think he can do on stage 5 with the paved sections towards Arenberg?

Ludewig: That is correct. However, the problem could be that he is probably one of the three top favourites for this stage and will therefore be under particular scrutiny. That doesn't make it any easier. At Paris-Roubaix, there are always new stars in the cycling sky and fortunately there are also "one-hit wonders", victories and successes from carefree athletes - but more from the second row. Certainly no random winners, but surprises nonetheless. You hardly see that in any other of the tough classics.

Something like this could also happen on stage 5 of the Tour. However, the hectic pace will probably be high due to the short distance of only 154 kilometres and will ensure extreme dynamics and therefore a high average speed. In contrast to a one-day race, the classification riders will also be protected and pushed to the front again and again. This makes things even faster and more hectic. And the first cobbled section is on the menu after just 80 kilometres.

A group will probably only get through if it goes through pure strength very early - or late. Then people like van der Poel and van Aert will definitely be there. So we'll probably get a Paris-Roubaix in high-speed format. Please fasten your seatbelts!

What are the special features of the material?

TOUR: Keyword material: How should a layman imagine this? How does a team like Alpecin-Fenix prepare for a Pave stage with such specific requirements?

Ludewig: Experienced teams on such terrain have the right equipment from the spring, so to speak. Teams with little focus on the classics start sweating in the service course. With the bikes from Canyon in Koblenz, the team is fully and perfectly equipped, so there is no need to change bikes before such a race, simply because it is no longer necessary. The new Aeroad can now do everything, is aerodynamic, stiff, light and still has comfort at the rear.

Furthermore, wider tyres now also fit through the fork and frame. This is similar for other manufacturers. However, there are still major differences in the choice of tyres and air pressure, with significantly wider tyres of up to 32 millimetres and much less air, plus more and more tubeless systems, as the name suggests - tyres without inner tubes but with puncture protection.

Softer or even additional handlebar tape may be fitted. Some people have the saddle lowered by 1 to 2 millimetres to improve handling in the bends. Crazy enough, many of the top classic riders even ride without gloves on these tracks! Courage, self-confidence and knowledge of the track, coupled with good preparation and capable people in the back of the car. I think that's the basis. Then you don't necessarily have to be lucky - but you can't be unlucky.

Maybe he'll be someone for the green jersey in the next five years.

TOUR: Tim Merlier recently said in an interview with Het Nieuwsblad that he won't be riding the Tour de France. Is that true and what would that mean for the strategy? Will everything in the sprints then be focussed on Jasper Philipsen?

Ludewig: As already mentioned at the beginning, as the main sponsor we keep a low profile when it comes to sporting issues. These aspects are decided by the two Roodhooft brothers together with the performance managers from Team Alpecin-Fenix. Jonas Rickaert, the number one rider, is out for a longer period of time. Overall, this does not make the sprint any easier at the moment. From a German perspective, however, it could be an opportunity for Alexander Krieger. The way he launched the 2021 finale with and for Jasper Philipsen at Eschborn-Frankfurt, for example, was already the fine art of cycling and page one in the textbook.

If van der Poel and Krieger start, that should be a very good move for Jasper Philipsen. Not only is he fast, but he's also great over the hills and he's also young, has bite and stamina, which is impressively demonstrated by his 2nd place on the Champs-Elysees in Paris last year. Maybe he'll be a contender for the green jersey in the next five years.

TOUR: Speaking of strategy: Merlier and Philipsen complemented each other excellently last year. Why do you think that worked so well?

Ludewig: That's right, it worked unusually well for two top sprinters. When he's fresh, Tim Merlier has a tremendous punch in his acceleration, comparable perhaps to an electric car as opposed to a petrol car of the same power.

So you don't take much away from each other. Although Jasper Philipsen would certainly have liked to have scored at the 2021 Tour - finally beating Mark Cavendish and then Wout van Aert passing him in Paris. Understandably, a few tears were shed on the Champs-Elysees.

Tim Merlier (centre) and Jasper Philipsen (left) formed a sprint tandem at the 2021 Tour de France.Photo: Getty Images/Tim de WaeleTim Merlier (centre) and Jasper Philipsen (left) formed a sprint tandem at the 2021 Tour de France.

At almost 47 years of age, I have already been able to accompany several cycling projects in my 35 years of cycling. Fundamentally, this familiar, professional atmosphere, with very clear communication, as we see it at Team Alpecin-Fenix, feels very special. I've never experienced it like this before, and I mean that very seriously. Neither as an active professional cyclist nor in my current role in sports marketing, so more as an outsider who is close to the action. I hope we can retain this "vibe", spirit and motivation in the long term.

Special jersey at the Tour de France?

TOUR: Will we see Alpecin-Fenix in a special jersey again, like at the last Tour or the Giro?

Ludewig: As we all know, we will have a new name from the Tour de France onwards - so it will be interesting to see what else the team behind the team conjures up. Most people really liked the green, brown and olive-coloured set-up in Italy. According to manufacturer Kalas, it was sold out within hours. So let us be surprised ...

Dries De Bondt and the Alpecin-Fenix team wore a special jersey at the 2022 Giro d'Italia.Photo: Getty Images/Stuart FranklinDries De Bondt and the Alpecin-Fenix team wore a special jersey at the 2022 Giro d'Italia.

TOUR: Alpecin-Fenix has applied for a World Tour licence for 2023. What is the reasoning behind this and why is this step being taken now?

Ludewig: The Roodhooft brothers once described themselves as a Belgian start-up. They have undergone enormous development. The step is logical and follows as another modular building block. The team is staying true to its line. Women's cycling is becoming more and more important and visible. The races are consequently being broadcast and marketed more strongly and better. The topic of development will be one of the most important building blocks of the future - both have long been in the Roodhoofts' DNA.

The World Tour licence has far more advantages than disadvantages for the team at this point in time and is therefore a perfect fit. Web 3.0, the metaverse and all the digital possibilities are opening up completely new opportunities in marketing. It's easier than big players in the business. Alpecin-Fenix is among the top ten for the third year in a row. Continuing to play the card of the small underdog would no longer be authentic and credible - it doesn't match the sporting performance.

Classification riders are few and far between

TOUR: Where does the team want to go in the long term? Will it remain a team that focuses on stage wins in tours and classics, or will it move towards the Giro, Tour de France or Vuelta with a possible World Tour licence behind it?

Ludewig: The team has developed enormously in the last three years. The fan base has also grown dramatically, precisely because of this tactical approach and focus. However, Van der Poel & Co. not only impressed in sporting terms at the Giro d'Italia recently. The "TAF Shampoo-BoyGroup", as one fan called them, simply delivers on other levels as well. According to feedback from third parties, it's just fun to watch them ride.

This is also an important factor in reaching younger fans and target groups. Mathieu's thumbs up in the direction of Biniam Girmay after his stage win alone. Wasn't that better and "worth more" than another stage win? Simply because it was authentic, honest, humane and fair.

Great gesture: Mathieu van der Poel congratulates Biniam Girmay on his stage win at the Giro d'Italia.Photo: Getty Images/Michael SteeleGreat gesture: Mathieu van der Poel congratulates Biniam Girmay on his stage win at the Giro d'Italia.

Basically, it's fascinating, these tough uphill duels: blood, sweat, tears on the steep climbs, the high mountains. On the other hand, there are perhaps a handful of top riders, all of whom rightly have their prize. Only one of them can win, three of them end up on the podium. And unfortunately I don't even know offhand who came 7th overall in last year's Tour de France - sad as that is.

With Nicola Conci, Jay Vine, Michael Gogl, Tobias Bayer, Alex Bogna, Jason Osborne or the recent Giro stage winner Stefano Oldani or even guys from the 2nd row like Xandro Meurisse, the team has already made significant gains in the classement sector and that is now also a real option when the road gets weird.

Runaways show clever tactical behaviour

TOUR: The Giro d'Italia was a kind of revival of the breakaway. A leading group came through on no less than ten stages. How do you think the eternal duel of breakaway vs. peloton will play out at the Tour de France?

Ludewig: That's right, it was remarkable, it generated a lot more excitement. I don't think it's a coincidence, as the riders are now much more tactical and don't just go all out and hit the road from the start, but only go full throttle when there's a realistic chance in the last 40 to 50 kilometres.

The blunt television attack has more or less had its day. I believe and hope that this will continue to develop and establish itself, as an Alpecin-Fenix, Jumbo-Visma or Quick-Step Alpha Vinyl team can't control the peloton all day long. But keeping the gap too small as a sprinter's team doesn't work either - then fresh riders keep jumping to the front. I'm happy about and looking forward to this new situation. Teams and riders have finally realised that they can play with the peloton in a leading group.

Praise for Pogacar

TOUR: Who are your favourites to win the Tour?

Ludewig: Overall, I think Tadej Pogacar is really good now, he has a very good reputation and he simply rides from the beginning of the season to the end, sometimes attacks 50 kilometres before the finish in a classic, doesn't take himself and life so seriously and, in my opinion at least, treats people with respect.

I think that's very decent and worth mentioning for an athlete who is constantly at the centre of attention and is still so young. On the other hand, Jumbo-Visma currently seems to be the benchmark for scientifically based training and nutrition methods, and with a double lead they are of course a tough opponent. I see the Ineos Grenadiers team with Daniel Felipe Martinez in 3rd place at best, and that's only if Bora-hansgrohe doesn't perform like they did at the Giro d'Italia - incredible and congratulations again to Ralph Denk and his project.

TOUR: Where do you think the tour will be decided?

Ludewig: Personally, I'm delighted with the breadth and current power density that we experienced at the Giro. And about the young guns: Hopefully the 20-year-olds' careers will still last until they are 35. I also find it fascinating that the battle of the giants has now become a battle of the generations. Excitement right up to the last finish line, at least up to the last mountain finish. I now see a similar scenario in France and hope that we get three weeks of fair, crash-free and emotional cycling.

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