Jolien D’hoore, former Belgian cyclist and current sports director, shares her academic experience studying the Master in Sport Business Online at Johan Cruyff Institute and how it helped her face a professional career
Throughout her cycling career, Jolien D’hoore reached the pinnacle of the sport. Internationally, she earned a bronze medal at the 2016 Olympic Games. In her home country, Belgium, she claimed 29 national track cycling titles. In 2021, after 14 years of competing, Jolien announced her retirement and continued her journey in sports in a new role as sports director of the AG Insurance–Soudal–Quick-Step women’s team.
D’hoore competed professionally from 2007 to 2021 for Belgian teams such as Topsport Vlaanderen, Lotto Belisol Ladies, and SD Worx. On a national level, she won four road cycling championships across all competition categories. In Europe, she twice claimed victory at the Madrid Challenge by La Vuelta and the Giro d’Italia.
This career transition was not easy, but the Master in Sport Business Online at Johan Cruyff Institute played a key role in her transition. “The program was fundamental in bridging the gap between my experience as an athlete and my new role as a sports director, as they are two completely different things,” Jolien explains. In this interview, she delves into the process of transitioning from sports to the professional world and shares her academic experience at Johan Cruyff Institute.
“Everything I learned in the Master’s program was new to me and very interesting”
What skills or knowledge gained during your studies have you found most valuable in your current role?
Almost everything. Everything I learned was very useful because, as a cyclist, I basically knew nothing about managing a cycling team, running a business, or any other enterprise. Everything I learned in the Master in Sport Business Online was new and fascinating. Specific aspects I can highlight include the business side, especially financial management, which was entirely new to me. There was also the commercial side, particularly relating to sponsors. In our cycling team, we work with many sponsors, and I now understand the importance of generating a return for them. As a cyclist, I never used to think about what sponsors needed from us, but now I see it from a different perspective.
Additionally, communication is key. It’s important to communicate effectively with both the cyclists on the team and the staff members. Learning about human resources within the team was another aspect that I found very interesting.
“The practical focus of the Master’s program gave me the tools to confidently step into a leadership role”
How did the Master in Sport Business contribute to your transition from professional cycling to becoming a sports director?
The program was vital in bridging the gap between my experience as an athlete and my current role as a sports director, as they are very different things. It gave me a deeper understanding of team dynamics, sports marketing, financial management, and leadership—critical aspects for leading a professional cycling team. The practical focus of the Master’s program equipped me with the tools to confidently take on a leadership role.
“I combined the Master’s program with my full-time job, so the online format was very helpful”
As someone who experienced track and road cycling at the highest level, how do you think the sport can better support athletes transitioning from competition?
Cycling can provide greater support to athletes through educational programs such as the Master in Sport Business Online offered by Johan Cruyff Institute. The online format is particularly valuable as it allows for a seamless balance between studies and a sports career. In my case, combining the master’s program with a full-time job was achievable thanks to the flexibility of the online format, making the experience even more enriching and practical.
This makes a significant difference, as it helps athletes explore potential career paths while still competing, which is essential for their future. Furthermore, federations and teams can play a key role by offering internships or other opportunities that allow athletes to gain practical experience in roles such as coaching, sports management, or event coordination, preparing them for a successful transition after their sports careers.
“Another lesson I took from Johan Cruyff Institute is learning how to handle challenges”
Reflecting on your experience, what lessons from your days as a cyclist do you apply in your role as a sports director?
As a sprinter, I learned the importance of preparation and precision in everything you do. Teamwork was essential, and I still apply those principles in my role as a sports director. Leading a sprint requires clear communication and trust, and those same principles are crucial now: communication and trust with the staff and the people I work with daily.
Another lesson I took from Johan Cruyff Institute is learning how to handle challenges. There are always ups and downs, both as an athlete and in a professional job. There are good days and bad days, and how you handle those bad days is crucial. Resilience and adaptability are very important traits.
“Talent is important, but young cyclists also need to work hard”
With your experience as an athlete and now as a leader, how do you approach talent development and inspire young cyclists on your team?
I try to create an environment that balances performance because they need to deliver results and win races, but personal growth is also important. As cyclists and individuals, they should learn lessons in sport that help them mature.
I share my experiences, both highs and lows, to show them that success is based on mindset and preparation as much as talent. Talent is important, but young cyclists also need to work hard.
We also develop individual plans for each cyclist, looking ahead to the next three, four, or five years, and we give them confidence to grow stronger. We focus on creating a positive atmosphere within the team—a fun environment where they can enjoy themselves. It’s like a second family since we spend many days away from home, and it’s important that they feel welcome and happy.
“It’s not just about getting the degree; it’s about continuous learning throughout the process. The Master’s program was a very enriching experience”
You completed your Master’s degree while working full-time. Do you have any strategies for balancing both?
I made sure not to leave everything until the last minute. Whenever I had some free time, I used it. Although it wasn’t often, if I had a free evening, I would study, review the materials, or complete assignments. Even if I only had 15 or 30 minutes, I would make use of it.
It’s a program with a lot of content to learn in a relatively short time, so you can’t leave it all for the end. I enjoyed it throughout the almost two years it lasted, learning new things every week. It’s not just about getting the degree; it’s about continuous learning throughout the process. The Master in Sport Business Online was a very enriching experience.