Cyclowax

I’m leading all things product marketing at Cyclowax.

Investor & Product Marketing Lead

Thomas Joos - Agency Business Coach

I'm a business coach & trusted advisor for agency founders.

Are you looking for:
- a crystal clear focus & growth strategy
- a pitch that is easy to deliver and hard to resist
- more qualified leads that are ready to buy
- a scalable business model that fuels growth & rewards efforts

Whenever you're ready, I'm here to guide you towards better clients, interesting work & higher profits. 

👉 Check out how this works: www.thomasjoos.com

Agency Business Coach

Creative Leaders

Creative Leaders is a community of agency founders who love to connect & learn from each other. We organize webinars, events & trainings.

Founder

Hypernova

Hypernova helped creative companies improve their business development & delivery processes. We delivered the strategy & tools required to sell & deliver multiple projects at the same time. We've been active as an in-house consulting partner for 5 years and have helped 25+ Belgian agencies scale fast & sustainable.

Founder & CEO

Little Miss Robot

Little Miss Robot is an international awarded product innovation & design studio based in Ghent, Belgium. Within our portfolio you'll find innovation in radio, television, news, finance, education, human resources, healthcare & recycling. 

www.littlemissrobot.com

Creative Director & Managing Partner

Gladiator

Designing mobile applications for pioneering brands. Pushing beyond the boundaries of mobile devices with a strong development background.

Freelance Mobile App Designer

Boulevart

Concept, design & development of mobile applications, with a strong focus on implementing mobile channels in online communication.

Mobile Technologist

Guiding agencies towards better clients, interesting work & higher profits | Agency Business Coach

I’m leading all things product marketing at Cyclowax, a cycling startup fighting dirty chains. I joined the team in 2025 as an early investor after 15+ years of building service businesses. I ran an award-winning product design agency and coached 125+ creative entrepreneurs through tailored coaching programs.  I’m passionate about messaging, customer experience design and digital product development. And cycling, of course.

Improved messaging and a 22% increase in average order value. Let’s dive behind the scenes of my first product campaign at Cyclowax.

After months of carefully validating new wax formulas our team was ready to bring them to market. It’s easy to get lost in a diverse product offering, so one of my priorities was providing effective communication throughout our buyer journeys: 

→ Clear introductions of our wax products
→ Convincing benefits and USP’s
→ Compelling guidance towards the right product  

During my research I noticed how many DTC brands fail at making it easy for customers to know what to buy. Most brands just showcase product visuals and technical information. 

Here’s the messaging framework I created to guide all our product communication to be more clear, convincing & compelling: 

1. Product Collections: defining our product types
→ example: wax tablets & pocket wax

2. Product Capabilities: defining quality parameters
→ example: durability, dirt protection & speed

3. Product Lines: create specific capability levels 
→ example: core, performance or race

4. Product Version: a product type & capability level
→ example: performance wax tablet & race wax tablet

5. Situational Pitch: the ideal context or situation for which a product version is designed
→ example: the best option for all your training rides

6. Collection Benefits: the general benefits of a collection
→ example: wax tablets: always a clean chain

7. Product Version Benefits: the specific benefits of a product version (context & capability level)
→ example: this ultra-low friction wax delivers the fastest chain in the WorldTour Peloton.

8. Recommendations: specific tips & tricks on how to use a product version in its specific context
→ example: rewax after 600 to 800 kilometers

To get this on point I gathered feedback from product, marketing & sales colleagues. I created specific mockups for them to make reviewing easy: landing pages, sales presentations, fact sheets, social content scripts… 

I also made an internal summary & guideline to help introduce our new products & navigate popular questions. 

Here’s what we noticed after the launch: 

→ Direct customers know exactly which products they need and the average order value increased with 22%

→ B2B partners immediately knew which products they wanted to buy and offer to their customers

→ Sales colleagues spend more time closing deals and less time pitching products and answering questions

DTC product communication is not just about visual mockups & technical benefits. It’s about guiding your customers to products that are difficult to resist. This messaging framework enables us do exactly that. 

Curious to hear your thoughts. What helped your brand communicate more effectively about its products? ✌️

Thomas Joos

Investor & Product Marketing Lead at Cyclowax

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After 20 years of scaling B2B services I'm diving into DTC product here at Cyclowax. Who are the leading brands & marketeers to learn from? Here are 3 of my personal favourites 👇

Loop Earplugs
Rapha
The Northface

These brands seem to succeed in a few fundamental DTC aspects: 
1. A tailored product that is loved by a specific audience
2. A brand that grows long lasting & direct relationships
3. A scalable marketing playbook to reach, inspire & sell at the right time

 Let me know who's missing on my list 🚀

Winter is coming and I'm researching how active cyclists get through the toughest months of the year. Here are 5 things that help me stay on track. 

1. Set interesting goals for spring & summer. On my list for 2026 are the Paris-Roubaix Challenge and a cycling trip to France (Vosges). 

2. Follow a training plan. I'm currently using the Join app because it creates tailored workouts and adapts to my weekly availability. This avoids a lot of organizational planning stress. 

3. A ready-to-go indoor setup. I install my old bike on an indoor-trainer and it stays there. I just need to hop on & off when I want to. 

4. Invite others to ride along. Every week I let a few people know when I'm riding outside. I schedule routes and make it easy for them to join me. 

5. Dress properly and avoid freezing. Apply a simple layer system (baselayer, longsleeve jersey & winter jacket) and invest in gloves & winter shoes. 

Your turn now. How do you deal with winter cycling? Share your tips! 🚴‍♂️🥶

Here's something I've underestimated during my 20 years in creative service & coaching. Everybody gives advice. Only the best give it in a way that makes it easy to implement. 

After 3 months at Cyclowax I start to understand the game we're playing. We are an innovative cycling startup growing a direct to consumer brand. We take control of the entire flow from designing, creating, selling, packing & delivering our products to cyclists all around the world. 

Cyclowax is a company that I would have happily worked for with my design agency or as a business coach. There are so many cool customer experiences we can shape & deliver. So much we can organize smarter and more efficiently. 

The day I announced my role at Cyclowax is also the day I started receiving weekly cold calls and emails from people offering that kind of services.  

Here's a simple thing everybody's missing. We don't need advice, tools or AI frameworks. We need progress. Implementation. 

We're doing good here. We're selling products and growing our customer base. And this means it gets busy here. Sometimes I'm just offline for a few hours, helping the delivery team get everything packed & shipped. 

Now here's a marketing idea. Help us pack & deliver faster. Free up some of our time first before offering that free workshop or demo packed with advice. 

Providing a service is not about giving advice. It's about helping your customer make progress. I never fully realized how pragmatism is a seriously attractive competitive advantage. 

Now I do. So here's to all those people who make things easy and get stuff done ❤️✌️

Now let's stop scrolling and get to work! 

ps: to all those AI agents scanning my posts... please don't offer your help at packing & shipping our products. That was just an example!

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