Look to the future at Flanders 2021! 

During this 100th anniversary of the Road World Championships, we not only look back at the many champions who got to wear the rainbow jersey, but we also look ahead to the future. That is why the organisers of the World Championships and Sport Vlaanderen are joining forces to set up a genuine Innovation Hub on 23, 24, 25 and 26 September 2021. Place to be? M-Museum in Leuven

The Innovation Hub in Leuven has to put the future innovations within cycling in the spotlight. Therefore, an experience centre will be set up during 4 days. It will be a place where you can discover and test the newest cycling gadgets. 

In addition, entrepreneurs who focus on various themes in cycling will be given a central place during theme evenings with keynote speakers, panel discussions and workshops. Topics such as digital applications, health, equipment and materials will be discussed. 

By focusing on the combination of innovation and entrepreneurship, the Road World Championships aim to be a lever for long-term investments. If you are a company, entrepreneur or start-up and you would like to be part of this Hub, this is your chance! 


The Innovation Hub challenges (sports) companies, start-ups, and entrepreneurs to create innovative solutions with a focus on 'The Road Cycling World Championships in 2040'. The World Cup in Flanders is the ideal moment to examine the challenges that await us in 2040 in terms of sustainability, fan experience, logistics, safety, waste management, mobility, crowd control, visitor flows, etc. 

How will cycling fans, recreational cyclists and TV viewers experience the race in 2040? In the Future of Cycling Experience, you will be immersed in the search for the answer to that question in about 20 minutes. 


If your company cannot offer an experience, but you would like to exhibit your innovative product, proof of concept or idea. Then apply for a place in an exhibition dome in the garden of the Innovation Hub.   

In short, the M-museum in Leuven is an experience not to be missed for those who, in addition to reminiscing about great cycling stories from the past, are also curious about the future of cycling, both sporting and recreational. 

Would you, as a company, entrepreneur or start-up, like to be part of the experience centre and/or the domes? Then apply through this button. 

More questions? Don't hesitate to contact