rocyclestudios.com
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Rocycle: The Dutch Fitness Unicorn Hiding in Plain Sight
A €73M lifestyle brand with 248 employees and zero digital footprint
In the saturated fitness tech landscape, Rocycle has quietly built a €73M empire by doing the opposite of what Silicon Valley preaches. They're not chasing viral TikTok moments or flooding Google Ads—they're building a cult following through a single, obsessive modality: the rowing machine. And it's working.
"They're not a tech company selling fitness—they're a fitness company that happens to use tech. That subtle difference explains everything about their growth."
The Anti-Digital Growth Strategy
With 79,189 monthly visits, Rocycle's traffic profile is counterintuitive. 54% comes directly to rocyclestudios.com—people typing the URL into their browser. This isn't accidental; it's the hallmark of a brand that lives in the real world. The 40% organic search traffic is almost entirely branded ('rocycle', 'rocycle rotterdam'), proving they've built awareness that converts to intent, not the other way around. Their top 5 keywords are all variations of their brand name, a luxury only cult brands afford.
The Physical-Digital Flywheel
Rocycle's tech stack reveals a pragmatic, product-first mindset. They're running Vite and Next.js for modern, performant web experiences, with PWA capabilities for app-like engagement. But the real story is in the infrastructure: Zendesk for customer support, Sentry for monitoring, and HSTS for security. This isn't a startup cutting corners—it's a scaled operation treating its digital presence as a serious business asset. The lazy loading implementation suggests they're optimizing for speed despite rich media content, a critical detail for a visual-first fitness brand.
The leadership team tells the story of operational excellence. Founder & CEO Rogier Duyn has built a team with clear functional ownership: Finance & HR (Jarno Jansen), Business Operations (Fleur Osterholt), Country Management (Louise Steinkrüger), and Studio Operations (Ella Schreiber). This isn't a founder-led chaos machine—it's a professional organization designed for scaling across markets.
- Zero reliance on paid traffic (only 6% unattributed suggests minimal ad spend)
- Brand-first SEO strategy that dominates their own name rather than chasing generic keywords
- Enterprise-grade tech stack for a lifestyle brand (Next.js, Vite, Sentry)
- 248 employees generating €73.7M revenue = ~€297K revenue per employee
The Unicorns That Don't Gallop
Rocycle proves that in a world obsessed with growth hacks, the real moat is building something people physically show up for. Their €73M empire wasn't built on algorithms—it was built on sweat, community, and the rare discipline to say no to every shiny distraction. For founders, this is the blueprint: build a real thing first, then let the digital presence serve it, not lead it.
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About rocyclestudios.com
Homepage of Rocycle
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Technology Stack
rocyclestudios.com uses 8 technologies across their website including HSTS, Sentry, Zendesk, and more.
Security
HSTS
Error Tracking
Sentry
Customer Support
Zendesk
Performance
Lazy Loading
Web Standards
Twitter Cards, PWA
Build Tools
Vite
Traffic & Audience
rocyclestudios.com receives approximately 79.2K monthly visitors and ranks #328,062 globally. The website has a bounce rate of 27% with visitors viewing an average of 5.6 pages per visit. Users spend an average of 3:42 on the site.
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