Hey there. Greetings. Hello, welcome back. This is King of the Ride podcast. I am Ted King. I'm

your host, and I'm happy you're tuning in. Lawrence Tendam is back on the podcast. He is always a good

time. Lawrence is a vibe.

We apparently record in two-year increments.

He was on the pod first in 2020, and then 2022.

Here we are in 2024.

Those are episodes 56 and 100.

If you happen to want to scroll back in time and see how things have transpired over that

period.

Now, if you do not know,

Lawrence is a long-standing Dutch professional road cyclist. He was a faithful domestic. He was a powerhouse on the bike. He created a great following thanks to social media and how he approached

his public persona. In short, especially in Europe, he's very

well known, he's very well liked, and I think you will pick up on that in this conversation.

He is personable. He said we had that road career to gravel with some great success. He is

podiumed at Unbound at least twice, maybe a third time somewhere in there. He's gone on to the Gravel World Championships

representing his native Netherlands. He has a new job with the Dutch National Gravel

cycling team, among other things. He is as busy as it comes. His live slow, ride-fast media

company has spawned into, well, a company. Very formal. He has four

full-time employees. He has a pair of videographers, something that causes me great envy as I go and

shoot a video from my one arm's length and then go home to cut it up, edit it myself. Not Lawrence. LTD, he has people.

So he runs that. It's an apparel company, an absurdly popular podcast. He has a partnership

with a Belgian beer company, Quaramont, for goodness sake. It's on tap in something like 20

...