Sander Tielen is a Creative Director, (Apparel) Designer, ex-Founder, and Professional Amateur Cyclist based in the Netherlands. With over 20 years of experience—and more than a decade in a founding and leadership role—he’s known for shaping brands that sit at the intersection of culture, design, and performance.

“As the Co-Founder and sole creative lead of La Machine Cycle Club, I was responsible for building a cycling brand from the ground up—crafting every product, campaign, and collaboration along the way. I believe in the power of clear ideas, sharp design, and cultural relevance to drive both aesthetic and commercial impact. My strength lies in translating brand vision into bold, minimal, and memorable work that resonates with real communities.”