Dani Christmas joins AG Insurance - Soudal:
“I look forward to bringing out the best in this team”

AG Insurance - Soudal is proud to announce Dani Christmas as the team’s new Sports Director. Dani brings a wealth of experience both on and off the bike. As a former cyclist, middle-distance runner, sports director, and Eurosport commentator, she brings a wealth of expertise and a unique perspective to the team. Dani believes in a personal approach to help riders and staff achieve their best and looks forward to building success together with AG Insurance - Soudal.

“Since retiring from my cycling career, I have spent the past three years working as a Sports Director and as acycling commentator for Eurosport and discovery+,” Dani begins. “This has allowed me to closely follow every moment of the women’s cycling calendar. My background lies in mentoring and coaching, which stems from my passion for helping others become the best version of themselves. During my university studies in management, I developed a special interest in psychology and organizational culture. Since entering the cycling world after graduation, I’ve focused on studying the culture of successful teams.”

Dani has always admired AG Insurance - Soudal’s pathway for developing riders. “When the team approached me for the role of Sports Director, working with both the World Tour and U23 teams, the decision was an easy one,” she explains. “I strongly believe in creating an environment where everyone—both riders and staff—can reach their full potential. No two individuals are the same, so it’s important to adopt a personal approach. This allows us to perform at our best as a team.”

“We are one team, but everyone is unique. Our work involves ensuring that all the puzzle pieces contributing to performance fit together seamlessly, both on and off the bike. Race results are just the tip of the iceberg; there’s an immense amount of effort from various departments behind every performance. My role is to make sure all those efforts align perfectly when it truly matters.”

“There will always be challenges in cycling and life, but I believe we can overcome them together with good communication and a positive attitude. I have many ideas to further strengthen the team, but those will stay within the squad for now. Hopefully, our results will speak for themselves.”

Beyond her professional experience, Dani also brings a unique athletic background. “Before becoming a cyclist, I competed internationally as a runner. That experience not only allowed me to see the world but also gave me a different perspective on elite sports, which has been incredibly valuable since entering the cycling bubble.”

With her fresh perspective, extensive experience, and personal approach, Dani Christmas is ready to write a new chapter with AG Insurance - Soudal. “I look forward to bringing out the best in this team, both on and off the bike.”