Former Tour de France winner Bjarne Riis Engages in Media House

Written by Henrik Rothen

Feb.28 - 2024 3:30 PM CET

Photo: Wiki Commons
Photo: Wiki Commons
The former Tour de France winner will now engage in a media house, having agreed to join the board of Media Group Denmark.

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Former Danish cyclist Bjarne Riis, notably the first Dane to win the Tour de France in 1996, has shifted gears, leaving the cycling world behind entirely. Earlier this year, he informed several Danish media outlets of his decision to step back from the sport that has been a part of his life for 40 years. Instead, he aims to focus on securing board positions in Denmark, where he resides in the city of Vejle.

Riis has successfully landed several board positions, one of which is with Media Group Denmark, owner of, among others. Media Group Denmark released a press statement earlier today announcing their move in a new direction.

To this end, they have established a professional board, including Chairman and Owner Rikki Jorgensen, Lawyer Hans Henrik Bondegaard, Communication Advisor and Business Developer Soren Soltoft Holmboe, and now, former Tour de France winner Bjarne Riis.

'I Look Forward to Making my Mark'

In the press release, Bjarne Riis explains why he chose to join a media company's board, where his experience is typically on the other side, as the one journalists seek to interview.

"I look forward to making my mark on a modern media house. It's crucial that we, as a media house, always act with respect towards the individuals we write about and our readers. We have a healthy business and a very good starting point for growth. Not just financial growth, but sustainable growth built on healthy values in everything we do, whether it's articles, managing the company, our partnerships, or future investments. I am very much looking forward to influencing the way we run media, news, and communication. Not just in Denmark, but internationally," says the former cyclist and team owner, who today sees himself as a team and leadership coach.

The media company Riis is joining is based in Vejle, Denmark, but operates writing media in Denmark, Sweden, Norway, Germany, and the USA.

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