Journalism Meets Content Creation

Who shapes the stories of the cycling industry today? In this episode of SHIFT HAPPENS, host José Been is joined by cycling journalist Erik Gutglück (ROADBIKE Magazine) and content creator Benji Naesen to discuss how cycling media is evolving and what this means for brands, audiences and the future of the industry.

How have social media and digital platforms changed the way cycling stories are told? What role do traditional journalism and content creators play in building trust? The conversation explores how brands communicate today, why authenticity has become one of the most valuable assets in marketing and why trade shows like EUROBIKE remain essential as places for networking, collaboration and hands on product experiences.

The episode also looks at the growing importance of storytelling, the responsibility that comes with influence and why the future of cycling media is unlikely to belong to one format alone. Instead, it will be shaped by the combination of trusted journalism, authentic creators and meaningful real world connections.

🎧 Listen now and discover why the future of cycling communication is not about choosing between traditional media and content creators, but about bringing both worlds together.