Greg Van Avermaet - Not done yet!

Words James Ion -Photography Wil Matthews

Greg Van Avermaet’s Next Chapter: Racing, Retirement, and Reinvention

It’s early morning in Flanders, but Greg Van Avermaet is already up and dressed, ready for another day balancing retirement, training, and family life. “Yeah, yeah, yeah. It’s good,” he says with a familiar smile through the screen. “I just took my kids to school, so now I have some free time—to train or get some things done around the house.”

Gone are the days of meticulously planned World Tour schedules and relentless race calendars. Now, Greg’s priorities have shifted. “It’s a different rhythm,” he reflects, “but still a lot of the same things. I’m still riding a lot, but before, cycling was always the priority. Now, my family comes first, and I build everything around that. It’s a shift, but it’s nice. I still get to do the things I love, just in a different way.”

After an illustrious 17-year professional career—one that included Grand Tour stage wins, Classics victories, an Olympic gold medal, and, of course, that unforgettable Paris-Roubaix triumph—Greg stepped away from the World Tour at the end of 2023. The decision, he admits, wasn’t easy but felt necessary. “I wouldn’t say I was tired of it, but I wasn’t performing at the level I wanted anymore. That was the biggest reason. I didn’t want to stay in road cycling just to be there; I wanted to be competitive. I could still race, but not in the way I expected of myself.”

A New Kind of Racing Life

Retirement, however, didn’t mean stepping away from competition altogether. Instead, Greg embraced the opportunity to explore new challenges—gravel racing, mountain biking, and even triathlon. “When you finish your career, you’re still in shape, still young, and you want to try different things. That led me into gravel, mountain biking, and even doing a Half-Ironman.”

Yes, the same Greg Van Avermaet who spent his career perfecting race-day sock height is now competing in triathlons—where bare ankles are practically a requirement. He laughs at the idea. “It’s something I always wanted to try. I did my first one two weeks after retiring, just for fun. It was an off-road triathlon in Girona, and it went really well. Then, last year, I did my first Half-Ironman in Belgium and even qualified for the World Championships in my age group. Now, my goal is to do the full Ironman World Championships at the end of the year.”

The Competitive Fire Still Burns

Despite stepping away from the World Tour, Greg’s competitive instincts remain as sharp as ever. “For me, it’s fun because gravel racing is still close to cycling, but in triathlon, I have more room to improve. In cycling, I know my limits—I’ve been doing it for so long that I know where I stand. But in triathlon, especially in running and swimming, I can still make big improvements. That makes it exciting.”

Swimming, however, is still a work in progress. “I can survive!” he says with a grin. “My technique is okay, but I’m not fast. It’s like comparing a professional cyclist to someone who only rides on Sundays—they can ride, but it’s a different level. That’s me in swimming. I can get out of the water, but I won’t be at the front.”

His curiosity for different disciplines extends beyond triathlon. Mountain biking has also captured his interest, particularly in marathon races in Belgium. “There’s a small federation here organizing marathon races, and they have a really good level of competition. I did one last year and really enjoyed it.”

One event, in particular, has caught his eye—the legendary Cape Epic. “It’s always been on my wish list,” he says. “This might be the right year to do it. I don’t want to wait too long after retiring. I still want to enjoy racing while I’m in good shape.”

From World Tour to Privateer Life

Transitioning from a structured professional team to life as an independent racer has been a learning experience. While he enjoys the freedom to choose his schedule, Greg acknowledges that privateer racing comes with its own set of challenges—particularly when it comes to sponsorships.

“I’m pretty much free to choose my races, but of course, sponsors want to see that you’re actively competing. In the first years, you have to build up your presence. A lot of people say they’re going to do gravel, but what are they really committing to?”

Without the constant visibility of World Tour racing, Greg has had to adapt to a different kind of exposure—one that relies more on self-promotion and social media. “You need to provide value in different ways. Since there’s not as much TV coverage, you have to engage with fans through other means. I try to be involved, but I don’t want to force it. I think it’s important to stay authentic.”

He’s also exploring other opportunities beyond racing. Providing TV analysis for road racing keeps him connected to the sport, and his involvement with various cycling-related companies in Belgium keeps him busy. One such company is Cyclowax, a hot wax brand where he helps with product development and team connections. “We’re working on growing it, so that takes up quite a bit of my time. It’s a big change, but it's still very much connected to cycling. The link is always the bike.”

His work with BMC continues as well, where he remains an ambassador, dedicating 15 to 20 days a year to the brand. Meanwhile, his clothing sponsorship with Isadore allows him to collaborate on design and ideas, though he isn’t involved in the company itself. “It’s just a sponsorship. They make great materials and high-quality products, and I get to work with them on the look and feel.”

He understands that gravel is still finding its place in the cycling world, and he hopes it gains more mainstream coverage. “I hope gravel gets more live coverage in the future. That would help build the sport. But at the same time, we have to be careful not to overdo it. People can get tired of too much content.”

Unbound and the Evolution of Gravel Racing

Training has changed significantly since moving from road to gravel. The intensity and volume have decreased, but when Unbound approaches, preparation ramps up. “I train much less now. When I was a pro, I trained as hard as anyone. Now, I’m a bit lazy!” he jokes. Lazy, of course, is relative—15 hours a week still keeps him in shape. But compared to his World Tour days, it’s a significant drop. “When Unbound gets closer, I ramp up to 20–25 hours for a few weeks. But overall, I want more free time now. When you retire from the World Tour, you want to enjoy life a bit more.”

The biggest challenge is finding time for six- or seven-hour training rides, especially with Belgium’s unpredictable weather. “But signing up for the race gives me motivation—I know I have to put in the work.”

Unbound is firmly on the calendar, and the growing level of competition excites him. “I also miss stage races because, in the World Tour, you get multi-day races to build fitness. That’s something to consider for gravel.” The influx of road pros into Unbound has only intensified the battle. “The gravel specialists have the experience and know the equipment, but WorldTour riders have the fitness. That mix makes for great racing.”

With the new prize purse and Grand Prix spots on the line, the stakes are even higher. “There will be a lot of big names racing. Gravel is evolving quickly, and it’s great to be part of it.”

Looking Ahead

Even in retirement, Greg’s passion for cycling remains as strong as ever. Whether tackling gravel, triathlon, or mountain biking, one thing is certain—he’s not slowing down and Greg Van Avermaet is not done yet!