Serso Gravelbike Team uses AI behind the scenes, with support from CROPLAND

The Serso Gravelbike Team was founded at the end of 2024 by Kim Knaeps, gravel world champion in 2024, and Erwin Van Gucht, managing director of Gravelbike.be. The team has grown quickly and from 2027 it will race as an all-women team.

Behind every race sits a lot of work that nobody sees: sponsor contracts, communication with partners, race reports, social media and press material. In a small team, that work lands on a few people.

CROPLAND has sponsored the team since 2025. Besides financial support, we invited the founders to a practical introduction to generative AI. Together we looked at how Claude, AI Skills and Claude Design can take over part of the communication and administration.

• A consistent way of working. The main lesson for the team was not a single tool, but a fixed way of working with AI that they can repeat.
• Reusable tools. AI can learn how you work, so you build tools once and reuse them.
• No IT background needed. A clear goal and the right context matter more than technical knowledge.

As Geert Vromman puts it, smaller sports teams have no marketing department or communication manager. Sharing knowledge helps them more than money alone. AI will not train or race for the team, but the time it frees up behind the scenes can go to the sport itself.

Which tasks in your organisation take time that could go elsewhere?