'I still see us as the underdogs' – inside Unibet Rose Rockets' remarkable rise from YouTube stunts to a Giro d'Italia debut

Unibet Rose Rockets have made a striking ascent from a modest YouTube channel to competing in the prestigious Giro d’Italia, marking a remarkable journey in professional cycling. The team was co-founded by three friends—Bas Tietema, Josse Wester, and Devin van der Wiel—who initially gained attention through their Tour de Tietema YouTube channel, producing creative and humorous cycling content. Their breakthrough came when sprinter Dylan Groenewegen, a rider with 81 career wins, joined the Rockets last year, surprising many who questioned why a top-tier athlete would move to a ProTeam. Groenewegen cites the team’s fresh approach to media and motivation as key reasons for his switch, which has since yielded impressive race results. Since Groenewegen’s arrival, Unibet Rose Rockets have enjoyed a string of successes, including three wins in five days early this season and their first WorldTour victory at the Ronde van Brugge. The team’s innovative use of media is integral to their identity, with behind-the-scenes documentaries and race coverage posted promptly on YouTube, helping to engage a younger audience and build a strong fanbase. Groenewegen highlights how the content resonates with his young son and other children, reflecting the team’s broader mission to attract new generations to cycling through accessible and entertaining storytelling. The Rockets’ digital presence is formidable, boasting over 310,000 YouTube subscribers across their channels and 210,000 Instagram followers, supported by a dedicated content team of 20 staff members. This media-centric model sets them apart from traditional cycling teams and has allowed them to surpass established outfits in online engagement. Their rise from a €10,000 budget and humble beginnings—sleeping in tents and working low-paid jobs to fund their early projects—demonstrates a unique blend of entrepreneurial spirit and passion for the sport. Bas Tietema’s transition from a former professional cyclist with limited success to a team owner and media entrepreneur underscores the unconventional path the Rockets have taken. The team’s name, inspired by a team director’s comparison of their first bikes to a Rocket ice lolly, symbolises their playful yet ambitious nature. As they prepare for their Grand Tour debut, the Rockets exemplify how a strong digital strategy and authentic storytelling can redefine success in professional cycling, potentially signalling a new model for team management and fan engagement in the sport.