Flanders to Everywhere: Life in the Pas Normal Studios Van
Does Ruben Apers have cycling’s greatest job?
Ruben Apers has perhaps the greatest job in cycling. After spending his early twenties racing professionally on the road, the Flandrien is now Pas Normal Studios’ man with the van.
His job is simple: drive around the US, hold group rides, and bring good vibes.
Ruben spent four years with Lotto-Soudal U23, and three years at the ProConti level with Team Flanders - Baloise. He raced Roubaix, Flanders, Amstel and Liege, to name but a few. He was a bloody good bike racer.
We’ve lived together, raced against each other, were teammates and are close friends. I saw first-hand his transition from the ProConti ranks, into Ribble Rebellion, and now this new role.
This interview takes place in Healdsburg, California. We’re chatting over lunch and a beer the day after Levi’s Fondo.
JL: So, Ruben, how did you land the job with Pas Normal Studios?
RA: It all started with you, Joe, and when you signed me for Ribble Rebellion. When I left the pro ranks, there were still a few things I wanted to do in my racing life: US Crits, US Gravel.
After Tulsa Crit, I had more than a month until my next Rebellion race. I have a friend, Axel Cruysberghs, a pro skateboarder who’s sponsored by Pas Normal Studios, who lives in LA. He told me to come down, it’s cool for riding, a cool community and whatever. I had nowhere to be, so I went to LA.
It was in LA and riding with Axel that I met Sune Nicolajsen, the Head of Pas Normal Studios in Northern America. We headed out for a ride from Santa Monica with a few other guys who work in cycling.
At the end of the ride, there was a sprint for the gas station, and I beat the marketing manager from MAAP. Sune loved that, and we headed out for an extra loop. I basically dropped Sune - fully dropped him. That’s how it all started.
JL: How did that all lead to a job…
RA: Sune invited me to a hip-hop party one of their ambassadors was hosting. I think that made the click.
I told him that I was looking for a job, and he mentioned there’s a role of driving the Destination Everywhere van in the States. So, I applied for it, and that’s how the story started.
JL: What is your job? It seems to be the dream.
RA: I’m creating the vibes, I’m the road dog. Like, dog spelt d,a,w,g - you know? No, so my job is to spend time with bike shops, ambassadors, and big cycling communities to make group rides bigger and better.
We want to bring group rides to a higher level, make them a day to remember. It’s not just pulling up in the van and giving everyone free beer. It creates a good atmosphere.
JL: You’re effectively paid to do group rides?
RA: Yeah. Making and building communities - make cycling look cool in America.
JL: Let’s step back. Just 18 months ago, you were racing the Monuments, and now you’re not racing at all. What’s it like being done? No racing, no training…
RA: It was hard last year. I’ve been training my whole life, and last year I realised that bike riding makes me happy, not training and racing. Life was pretty hard. I remember thinking: What the fuck am I going to do with my life? What’s happening?
That’s what brought me the opportunities. I had nowhere to be, nobody was waiting for me. I said yes to everything and did things that felt right for me, and that wasn’t training anymore.
Don’t get me wrong, I love riding bikes. But I don’t love racing bikes anymore. I still love going hard and dropping friends on group rides, just not the structured training.
It stopped making me happy.
JL: Has your perspective on bike racing changed?
RA: I realised this last year that bike racing is cool, but the circus isn’t as big as you think.
When I was a pro racer, you always think you are doing the coolest shit in the world. You think everyone is watching you. Then you’re out of the bubble doing normal life, and you realise that people don’t care.
Being pro is impressive, especially where I’m from in Flanders, but apart from people thinking it’s ‘so cool’ they don’t really care.
There are a lot of people that ride road or gravel bikes who don’t care about racing. They just love to ride with friends, go out and explore, ride hard. It doesn’t have to be racing.
JL: What has your job with PAS taught you?
RA: You don’t need a degree to do a cool job. When I was pro, I didn’t know what I was going to do after my career. I have no degree, no experience, what do I do?
Nobody is going to knock on your door and say, ‘Hey do you want to work for me?’. You have to find it for yourself. You need to find your way in the world and meet the right people.
If you stay in the same town, or the same comfort zone, you always end up the same. If you want to do something in life, you have to look for those opportunities.
A lot of people are scared to change their lives. Look for opportunities, there are so many in the world.
JL: Finally, are you most excited about this year?
RA: Eating lunch with you. No, I don’t know, nothing in particular. It’s the same as last year, just see where I end up. I was in North America last year for two months and had so many opportunities because I said yes to everything.
I’m looking forward to what the year will bring and where I’ll end up. If we’re having lunch again next year, wherever in the world, I can be happy.
Spending time with Ruben made me so happy. When we first met, we were both chasing the same World Tour dream. Then, I had a front row seat at the start of last year when he was struggling to make the transition out of the pros. I think he’ll admit that he was like a lost puppy.
He drops me off at San Francisco Airport with a huge bear hug and then begins his trip up the West Coast. He’s heading to Portland, Seattle, and Vancouver to bring the vibes. Then it’s cross countrying to Unbound, Tulsa, Florida and New York City. It’s a wild lifestyle.
This week is probably the happiest I’ve ever seen Ruben, and it made me realise that there is life after racing. There’s going to be a day in the future when my time comes. However much I’m setting myself up for post-racing, that still scares the hell out of me.
I’m at the age where my mates are starting to step away from racing into their next career, it’s only natural. Some go back to normality and you never hear from them again, others end up figuring out how to make it work for them.
If Ruben’s van rolls through your town, go and join the ride. Or better yet, invite him over for pizza and wine.
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