Kenneth Vandendriessche: “Triathlon is not a side project”

At Belgian Cycling Factory, innovation and performance are at the heart of everything we do, across all disciplines. Within this broader vision, triathlon has become an increasingly important focus area for Ridley. The triathlon project is coordinated by Kenneth Vandendriessche, a former professional triathlete who now serves as Brand & Sales Manager Triathlon / Pure Speed. With his background as an elite athlete, Kenneth brings a unique perspective on how bike and rider need to function as one integrated system. We spoke with Kenneth about Ridley’s ambitions in triathlon and how the brand is building its position in this fast-growing segment.

You are responsible for the Pure Speed line and Ridley’s triathlon activities. Can you briefly explain your role?

At Belgian Cycling Factory, my main focus is triathlon. From that role, I’m also closely involved in the Pure Speed segment — our high-performance category that brings together all bikes and initiatives focused purely on speed, including models like the Triton Fast, Dean Fast, and our track bikes.

My role sits at the intersection of product, brand, and commercial development. I help shape our triathlon strategy, work on the positioning of Pure Speed, and support the further development of the Aero Performance Lab. Ultimately, it’s about strengthening our position in triathlon, building a relevant community, and ensuring we make a real impact through both product and performance.

With the Triton, we’ve launched a new generation of triathlon bikes. How did the development process go, and what makes it stand out?

The Triton was developed with one clear ambition: to build a true triathlon bike without compromise. Everything started from the needs of triathletes: aerodynamics, positioning, integration, and usability in both training and racing.

What makes the Triton unique is that it’s not just designed to be fast on paper, but to truly work in real-world conditions. We focused on efficient aero positioning, integrated storage and hydration, and a highly adjustable cockpit. It’s a complete performance platform built around the reality of the sport.

We spent years in research and testing, using the Aero Performance Lab to refine every detail. We only launched the bike once we were convinced it could set a new benchmark in the triathlon segment.

Our “no aero gain, no financial pain” concept reflects that confidence. If a rider tests in our wind tunnel and we can prove the Triton Fast is faster than their current setup, the cost of the test is deducted from the purchase. It shows how strongly we believe in measurable performance.

Ridley has a strong heritage in road cycling and gravel. How does triathlon fit into the brand’s broader strategy?

For me, triathlon fits very naturally within Ridley’s broader strategy. Performance, innovation, and speed have always been at the core of the brand. Our “Born to Perform” philosophy applies just as much to triathlon as it does to road and gravel.

Triathlon is not a side project — it’s a discipline where we can fully leverage our expertise in aerodynamics, positioning, and performance. It also attracts a very data-driven audience, which aligns perfectly with what we aim to achieve with Pure Speed and the Aero Performance Lab.

Kenneth was the model for the Triton Fast

You have a background as a professional triathlete. How does that experience influence product development?

That experience is incredibly valuable because I don’t look at a bike like the Triton purely from a brand or sales perspective, but from real-world use in training and racing. As a former professional, I understand how crucial details are: comfort in aero position, stability at high speed, usability during long efforts, and the difference between what sounds good on paper and what actually makes you faster.

It allows me to translate athlete feedback into product development. A triathlon bike needs to be aerodynamic, but also stable, efficient, and practical over the entire race distance. And design matters too: performance is key, but the bike also has to look fast and appealing.

We see more initiatives around Pure Speed, such as the partnership with Casino Cycling Team Knokke. What is the vision behind this?

With Pure Speed, we want to be much more than just a product line. We aim to build a strong ecosystem around performance, triathlon, and community: where activation, experience, and visibility are key. The partnership with Casino Cycling Team Knokke fits perfectly within that vision. They are one of the largest cycling clubs in the country and stand for visibility and engagement, qualities that align closely with our “Born to Perform” mindset.

How important is collaboration with athletes, coaches, and clubs for product development?

It’s essential. If you want to build the fastest bikes on the market, you need continuous input from the people who train and race every day. Ambassadors and athletes are crucial because they represent our target audience and are the first to feel where real gains can be made. At the same time, coaches, clubs, communities, and our partnership with Triathlon Vlaanderen help us stay closely connected to the sport. That combination of feedback ensures we develop products that are not only fast, but also truly relevant.

Finally, what can dealers and triathletes expect from Ridley in the coming years within Pure Speed?

Dealers and triathletes can expect Ridley to further strengthen its complete triathlon ecosystem. That means not only continued product innovation, but also more focus on testing, fit, data, community, and targeted partnerships.

Today, we already have a strong performance range with the Triton Fast, Dean Fast, and our track bikes Arena and Omnium. In the coming years, we will continue to expand that segment, not just through new products, but also through experience and support.

The Aero Performance Lab will play a key role in that story, helping athletes and dealers with objective aerodynamic insights. The Triton Fast is an important step, but definitely not the endpoint. We plan to grow further in triathlon, introduce new models, and make performance bikes more accessible for today’s triathletes.