During Melbourne’s November Breakfast with the Bunch, hosted at Studley Grounds and proudly supported by Webex by Cisco, the International Cycling Executives community was treated to a candid and fascinating conversation between Olympic gold medallist Scott McGrory OAM and Noor van de Kraats, Partnership Manager for Team Picnic PostNL.
From the outside, professional cycling is all about watts, wins, and wheel-to-wheel drama. But Noor offered a rare look behind the curtain – where the work happens in spreadsheets, contracts, innovation labs, and late-night WhatsApps with nutritionists.
A Business Built on Belief and Balance
As one of the UCI’s 18 WorldTour teams, Team Picnic PostNL is a large and complex organisation with over 70 commercial partnerships from headline sponsors like PostNL and collaboration partners like Webex by Cisco, to technical suppliers, bike manufacturers, and nutrition brands.
Noor’s role is to manage and activate these partnerships, ensuring value flows both ways. As she put it, “It’s not just about visibility. It’s about innovation, mutual benefit, and being part of something that helps people perform at their best.”
That performance focus includes the development of their own sports nutrition line and an in-house app to guide rider fuelling – highlighting how granular pro teams get in pursuit of marginal gains. Noor shared that riders felt fresher after three weeks of the Tour de France thanks to their refined approach to supplements and recovery.
Development Is Not Just a Team, It’s a Philosophy
One of the most striking parts of the discussion was the emphasis on youth development. Team Picnic PostNL runs a full men’s and women’s WorldTour team, but also a men’s development team designed to help riders aged 18–22 transition into pro sport and adulthood.
“Learning to take care of yourself is just as important as hitting power numbers,” Noor said. Riders receive tailored support in training, nutrition, and lifestyle, with dedicated staff helping them make the leap, especially those moving away from home for the first time.
And that support pays off: many riders on the elite roster today came through the team’s own development ranks.
Women’s Cycling on the Rise
The conversation also turned to the rapid rise of women’s cycling. With the Tour de France Femmes and other marquee races gaining traction, Noor spoke about how the team’s structure deliberately integrates men’s and women’s programmes. “You’re either all in, or you’re not,” she said of their sponsors – highlighting how the team seeks full commitment across all squads.
This inclusive approach has already delivered results, with high-profile wins generating huge national pride, particularly in the Netherlands, where cycling is deeply woven into the culture.
Partnerships with Purpose
As Noor and Scott wrapped up, a recurring theme emerged: cycling is not just a sport – it’s a platform for connection, innovation, and shared ambition.
Whether through data-driven fuelling strategies or deeply personal development journeys, Team Picnic PostNL is helping redefine what it means to run a modern pro cycling team, and why smart partnerships are at the heart of sustainable success.
With thanks to our 2025 Programme Partners: Webex | Cprime | Elabor8 | Brennan | SISU Solutions | Polestar | IRIS by Argon & Co | CIOVITA