Cycling app JOIN raises €1.5 million for product development and international expansion 


JOIN, the adaptive app for custom-made training plans for recreational cyclists, today announced the raise of €1.5 million. Backed by the funding, the technology startup will strengthen its team, expand its offerings, and focus on international growth in the UK and US.

JOIN was founded in 2020 by former professional cyclist and experienced trainer Jim van den Berg, aiming to provide recreational cyclists worldwide with the right tools to improve their performance and work towards their goals efficiently and with the right intensity.

In the app, users get access to more than 400 workouts developed by professional coaches. When creating a profile, they are asked to enter various data regarding their physique, experience, and level, followed by a personal goal they wish to work towards and their training availability. Based on this input, JOIN automatically creates a customized training schedule and acts as their 24/7 virtual AI training coach. After each training, users can enter performance data manually, or upload statistics via various integrations such as Strava, Garmin, Trainingpeaks, Wahoo, and Zwift. Individual progress and developments are clearly mapped on the JOIN dashboard, including an estimate of the Functional Threshold Power (FTP) – the maximum power per hour of the user -, and comparisons to other cyclists using the app.

Because of its smart algorithm, the app is unique in its adaptability and flexibility. Based on performance, the training plans are automatically adjusted based on performance, as well as when a training session has been skipped or cyclists have done more than was planned. Additionally, the app continuously provides users with guidance on how to improve. Lastly, users can share their workouts and statistics with friends, create groups and organize group rides, or join existing cycling groups.

With all features combined, JOIN removes all common reasons for quitting the sport such as overtraining, injuries, and lack of time, and makes achieving goals accessible, personal, and flexible for every cyclist.

JOIN is available in five languages for Android and iOS. Since its launch in 2020, the app has been downloaded and used by more than 100,000 cyclists worldwide and gets a 4.7/5 rating in the app stores. Almost 60,000 cyclists have successfully completed a JOIN training schedule, which landed multiple podium spots by the likes of ambassadors as Laurens ten Dam and Thijs Zonneveld.

€1.5 million in for product development and growth

After its success in particularly the Netherlands and Belgium, JOIN is ready for further growth. To realize this goal, €1.5 million in financing was raised from a Dutch investor, experienced in the health, fitness, and technology industry. The funding will be used to expand the team, further develop the product, and international expansion. As more and more cyclists turn into ‘multi-athletes’ and take up running next to their cycling activities, JOIN will offer the same combination in training schedules in the app. This feature is planned to go live in mid-2024.

Additionally, the company is set on international expansion. With respectively four times the recreational cyclists in the UK and five times in the US, compared to the Netherlands and Belgium, JOIN’s initial focus is to conquer these markets. The next funding round of the technology startup is planned for mid-2025.

Related Stories