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BH X SERA GADEMAN

NEVER IS TOO LATE TO BECOME A PROFESSIONAL
with Sera Gademan.

Cyclocross is a discipline that has been steadily growing in recent years. Until recently, it was a niche sport. Although it was very popular in Belgium, it struggled to gain popularity beyond its borders.

But everything has changed.

Live broadcasts accessible via the internet and the participation of big names in world cycling have arrived. A combination that has propelled cyclocross and turned it into a real professional outlet for many cyclists.

We can place Sera Gademan in this context. A 25-year-old Dutch rider who has managed to carve out a path in the competitive world of cyclocross in the Netherlands (a country to which 7 of the top 10 female riders in the world currently belong) to compete at a professional level. But she hasn't done it by following the most common path.

Sera Gademan is the example that it's never too late to pursue a dream if you work hard to achieve it.

“I started less than 5 years ago. My younger brother introduced me to this sport. He has been riding since he was young, and I used to accompany him to races often. Now he competes on the Volkerswessels continental team.”

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Her beginnings in sports were linked to equestrianism. She trained for 15 years of her life. As you can see, a progression far removed from the norms of a sport as traditional as cycling. But she quickly realized that she wanted to focus on cyclocross and road cycling.

“In October 2018, I had my first local cyclocross race (GOW) and decided to keep participating in more. I always ended up around the 25th place. They mainly served me to learn. In the spring/summer of 2019, I started with some criterium races, and in the winter of 2019-2020, I participated in GOW races again, but this time I fought for the top 5."

I didn't expect to make so much progress
in a year!

In a short time, Sera started competing in her first national races, at a higher level where she could learn even more. “The following year, I even managed to get a podium at the national level.“

There's nothing that fuels motivation more than seeing constant progress. Gademan entered that positive spiral that led her to continue trying new experiences, also on the road: “In the summer of 2020, I also had my first experience on the road with the classics. I didn't have a good result, but finishing and gaining experience was the most important thing for me at that time“.

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When it comes to dedicating herself to cyclocross at the highest level, she has also chosen the less conventional path of creating her own team, Team Bike Emotions: “The conversations with my coach, the progress I have made in recent years, and finally being able to compete for victory made me reflect."

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"If I wanted to compete at a good international level in cyclocross, I had to invest in myself and in equipment, training... That's why I decided to compete with my own team."

Sera Gademan

"If I wanted to compete at a good international level in cyclocross, I had to invest in myself and in equipment, training... That's why I decided to compete with my own team."

Sera Gademan

Through the Bike Emotions store, Sera established her relationship with BH and became a brand ambassador, where cyclocross has always been relevant as a cycling discipline: “The Bike Emotions bike shop plays an important role in this. That's why I chose to represent them as a rider. However, managing everything myself: sponsors, team, races, transportation... Giving them publicity. Besides, it's the only bike shop in our town!”

In the Netherlands, BH is not as well-known a brand as it is in other markets, but Sera has turned this into a strength.

Since it's a relatively unknown brand, I attract a lot of attention in races and training.I receive many positive reactions from those who see the bike!

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Sera is not unfamiliar with trends, and her dedication to cycling will extend beyond cyclocross to include gravel riding,, the discipline that is currently on the rise. In fact, her most prominent result has come in this discipline: “My greatest achievement so far is my silver medal at the European Gravel Championship (age group 19-34)."

A result that perfectly matched the launch of her own team:

On October 1, 2023, I launched my own team. On October 2, 2023, I came second in the European Championship. It was incredible to start like this with my own team. It was unique!

How far will this great rider, who has taken such a different path to the top, be able to go?

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