Press release

Heerlen, NL, 18 May 2021 09:00 CEST

Royal DSM, a global science-based company in Nutrition, Health and Sustainable Living, has launched a season of cycling challenges to encourage people of all abilities to get active to improve their health. With motivational support, training advice, nutritional guidance and safety tips from elite road cycling race partner, Team DSM, the DSM Keep Challenging Series offers a number of fun but tough targets with prizes to be won throughout the year.

The series is part of DSM’s strategic partnership with the team to increase public engagement around the importance of health through nutrition, in line with the shared purpose and culture of both organizations. DSM’s science and innovation power is increasingly being applied so the riders can be the best that they can be, while the direct insights and feedback from top athletes is helping DSM develop sustainable solutions that help people remain strong, healthy and performing safely for longer, inside and out.

Starting with a short warm-up period, participants in the DSM Keep Challenging Series (#DSMKeepChallengingSeries) will get regular encouragement and nutritional advice from Team DSM riders, experts and coaches over the subsequent four months. After checking the current ability of participants by challenging them to see how far they can go in 60 minutes, their stamina is then tested in a competitive distance challenge to coincide with the Tour de France. More challenges follow, including an undisclosed final test at the close of the season.

Open to anyone, registration for the DSM Keep Challenging Series is now possible for teams of up to eight friends, family members or co-workers. For individuals who want to join but do not have a pre-arranged team, there is an option to be auto-assigned to a virtual team. Registration closes on 13th June ahead of the first challenge. Participants can use a wide range of existing digital fitness devices and apps, such as Garmin and Strava, to report their performance and can check how they and their team are doing via the Team DSM website.

Dimitri de Vreeze, Co-CEO of DSM said: “It’s all too easy, when we’re spending so much time isolated at home, to get into bad dietary and exercise habits. The science is clear that this affects our physical and mental health. We’re encouraging everyone working with or for DSM to take part because the well-being of people is our first priority. By creating this platform we hope to help more people achieve better health through nutrition and exercise.”

Geraldine Matchett, Co-CEO of DSM said: “Everyone’s resilience has been tested this past year and difficulties remain for many, so we want to give people a reason to get active in a fun way. There’s an obvious relationship between good nutrition and health so our friends at Team DSM will offer support as we train to be the best we all can be. I’m not a racer but I am a keen cyclist because it gets me away from my computer screen. I hope seeing Team DSM as they compete in cycling’s greatest events throughout the year will inspire us all to go a little bit further and be that little bit healthier.”

Iwan Spekenbrink, Team DSM CEO, said: “In the team we challenge ourselves every day to be the best that we can be; it’s part of our DNA. Good nutrition before, during and after each race is vital and, by supporting DSM to develop the Keep Challenging Series, I hope we can pass on this passion for healthy living to others, encourage them to challenge themselves and improve their well-being through eating better and getting exercise. With the right encouragement and some hints and tips from top experts along the way, you can achieve more than you thought possible!”

Entry is now open to everyone, from first time cyclists to seasoned riders, with participants contributing to their team’s performance. With exclusive prizes for the top male, female and mixed teams, as well as hidden challenges and individual spot prizes throughout, there is an opportunity for everyone to take part.

For more information or to register to enter the #DSMKeepChallengingSeries, please visit www.team-dsm.com/keepchallenging.