Founder AG Insurance-Soudal withdraws out of dissatisfaction, main sponsor becomes owner

Behind the scenes, there are quite a few changes underway at the Women’s WorldTeam AG Insurance-Soudal. The founder and owner, Natascha Knaven-den Ouden, leaves the team after an ‘insurmountable difference in vision’. Main sponsor AG Insurance steps into the breach and becomes the new main shareholder, although ties with Soudal Quick-Step also remain strong.

Den Ouden tells her story through a statement on her personal social media. “We started building this project in 2018 with six juniors. On that basis, we have become a real organization with, in addition to a junior team, also a U23 core and a WorldTeam. In recent years I have done my utmost to proclaim my vision and mission with great passion and commitment.”

“I noticed from the beginning that the base of women’s cycling had to be broadened in such a way that the top became bigger. To build a house, you don’t start with a roof, but with a solid foundation. The result was an organization in which a junior could grow into a WorldTour rider, with a focus on the person behind the athlete and on the pace that suits the rider. Over the past year, an insurmountable difference in vision and insight has emerged that formed the basis of this project. I have therefore decided to retire as owner and team manager. A decision with a heavy heart.”

Ties with the Wolfpack
Enter: AG Insurance. The insurance company was already the name sponsor of the team, but will also become the main shareholder. AG Insurance now owns 76% of the shares. Decolef, the company behind the Soudal Quick-Step men’s team, retains 24%. “As main sponsor we of course already had some influence, but as owner we can exert even more influence on the further development of the team and the professionalization of women’s cycling in general,” said Rob Maes of AG Insurance in a press release. “This demonstrates our long-term vision with the women’s peloton.”

Furthermore, the intention is that the organization, consisting of a junior, U23 and WorldTour team, will have even stronger ties with the men’s team of Soudal Quick-Step. According to CEO Patrick Lefevere, all experience and knowledge in the field of performance, training, nutrition and technique will be shared between both teams. In this context, Jurgen Foré, COO of the men’s team, has been appointed team manager of AG Insurance-Soudal. Jolien D’hoore takes over the sporting leadership.

South African Ashleigh Moolman is the biggest name signed to the WorldTeam. The Australian ladies Sarah Gigante and Ally Wollaston, who gave the team its first WorldTour victories in the Tour Down Under at the beginning of this year, are also part of the team.