Sheltered from the Wind: Florent Poleyn

I was born in Normandy and grew up in Caen, in a family of five boys. My four brothers and I have always been very sporty. We’d play tennis during the French Open, go cycling when the Tour de France was on, and play football at other times… We enjoyed playing sport just as much as watching it.
Sport still plays a central role in my life.
After finishing my studies, I left Caen for Paris to study sports management. I then worked at a sports marketing agency. Very quickly, cycling became a key focus of my career.

Not when I was very young. But as soon as I was old enough to take a real interest in sport, we started watching lots of different disciplines, and cycling soon became the obvious choice.
I was born in 1986, and my first real memories of cycling and the Tour de France date back to 1996, when I was 10 years old. Before that, I have few memorable sporting memories.
Quite quickly, cycling became a real interest, then a passion. My brothers and I would choose our favourite teams and riders, put together our own race line-ups and follow every stage. That passion really grew over time.

From 2012/2013 onwards, I started working for cycling brands. And after that, I’ve never looked back.
I started working with Cofidis back in 2014, then officially joined Cofidis in October 2017 as sponsorship manager. I’ve now been in this role for eight years and live and breathe cycling all year round.

I am the sponsorship manager, with a very wide-ranging role within the cycling team. This includes all the team’s communications: choosing the jersey, managing the website, the online shop, social media, press relations, graphic design, photos and videos.
Of course, I don’t do everything on my own: I work with specialists in each field. My role also involves managing our partners to ensure that commitments made are properly honoured in terms of visibility, publications and promotion.
It’s really a communications role in the broadest sense, but also one of coordination.

I am the sponsorship manager, with a very wide-ranging role within the cycling team. This includes all the team’s communications: choosing the jersey, managing the website, the online shop, social media, press relations, graphic design, photos and videos.
Of course, I don’t do everything on my own: I work with specialists in each field. My role also involves managing our partners to ensure that commitments made are properly honoured in terms of visibility, publications and promotion.
It’s really a communications role in the broadest sense, but also one of coordination.

There are several, but I’d say there were two standout moments.
The first was in 2018, a few weeks after I joined Cofidis, during the Dubai Tour. On the first stage, Daniel Teklehaimanot broke away, won the mountains classification jersey and made it onto the podium. I was lucky enough to ride back with him at the end of the stage.
The day before, there’d been a press conference and I’d found myself in an official photo with Marcel Kittel, Alexander Kristoff and other top riders. I’d sent the photo to my brothers, who’d replied: ‘You’re so lucky!’ It was a truly memorable moment.
The second highlight came in 2023, the year Cofidis secured two victories in the Tour de France.
When Victor Lafay won, I’d injured myself cycling and wasn’t there in person, so I watched it like everyone else, on television.
However, I was there for Ion Izagirre’s victory. We were positioned at a roundabout three kilometres from the finish. We saw him ride past on his own, we cheered, then we ran to the finish line. I was one of the first to see him arrive at the team bus, and then to witness the massive influx of journalists. It was an exceptional moment for the team.

It’s clearly a job you’re passionate about. Getting up in the morning knowing you’re going to be working on the team’s presentation, promoting a race, creating content… it’s incredibly motivating.
We get a real buzz before every race finish, hoping that a Cofidis rider will raise his arms in victory.
There are also some really memorable moments, such as the races themselves or the pre-season training camp in December. That’s when we get to spend time with all the riders, see the new jerseys for the first time, and sometimes even be the first to ride in them.
I often think back to when I was a child, aged 10–12: I never would have imagined turning my passion into my job and being at the heart of a professional team’s life. I try to remind myself every day just how lucky I am.

Ultimately, the most important role comes before and after the races.
Beforehand, it’s about building a narrative: planning the season, deciding which races to prioritise, working with photographers and videographers, anticipating team line-ups, and identifying the races with the greatest potential for results or visually striking moments.
During the race, it’s the riders and the sports staff who are in action. My role is much more passive at that point.
After the race, everything speeds up, especially in the event of a victory: social media posts, press releases, reactions, specific content. It’s exhilarating to see the excitement, the interactions and the positive comments. It’s very rewarding.

Yes, I love all sports. I’ve done a lot of them, but my great passion these days, alongside cycling, is running.
I do a lot of 10 km runs, half-marathons, marathons, and a few trail runs too, even though that’s not always easy in the north of France.
Running also gives me time to think. I often find my thoughts are clearer when I’m running, including on work-related matters.

It’s not easy, and that’s the downside of doing what you love for a living. It doesn’t really feel like work, but sport never stops: races take place at the weekend, all year round, and the news doesn’t stop on Friday evenings.
I’ve learnt to live with this pace. I have two children aged 4 and 2, so striking a balance has become even more important. I go to fewer races, because I don’t want to be away for too long.
I don’t want to be away for 50 or 60 days a year. It’s a juggling act, but we manage. And it’s essential to have loved ones who understand that this job is unique and sometimes requires me to be on call in the evenings or at weekends.

We have a good relationship, even if it is a bit unusual. Every year, there are between 7 and 9 new riders. They mainly see me in December, at the team presentation and the pre-season training camp. After that, it’s more sporadic throughout the year.
We try to build a bond during the training camp, not just through official sessions, but also through more light-hearted activities. This helps to show that everyone is on the same wavelength.
Even though I’m based in Lille all year round, I think the riders understand that we’re there to support them, not to make things difficult for them.

Fortunately, these days we have tools like WhatsApp. I also work with people who are out at the races more often and in direct contact with the riders: social media, the press, photography and video.
My role is sometimes more behind the scenes, but major events help to keep the connection alive.
And we mustn’t forget that my role isn’t just about the cycling team: there’s also the promotional caravan and other Cofidis events. The team remains the common thread, but it isn’t the only focus.

To ensure that Cofidis and the team are perceived in a positive, modern and consistent light. To maintain a presence on social media and know how to respond effectively both during high-profile moments and in more challenging times.
It’s a role that combines interpersonal skills with project management, involving a wide range of stakeholders. My aim is to ensure that everyone can work in the best possible conditions.