In the heart of Flanders a cyclist hotel has redefined what it means to innovate in a traditional industry. The story of Hotel Flandrien, founded by Jamie Anderson and Bernard Moerman in the midst of the COVID-19 pandemic, is more than a tale of hospitality–it’s a masterclass in entrepreneurial courage, innovation, and purpose.
The two founders met by chance in 2018, when Jamie, professor of leadership & strategy at Antwerp Management School and lifelong cycling enthusiast–visited Bernard’s home to buy a race bike. A quick chat turned into hours of conversation about leadership, purpose, and the love of cycling. What began as a shared passion became a friendship–and ultimately a business partnership.
Turning passion into a business model
In early 2021, when Jamie stumbled upon a small hotel for sale in the heartland of the Tour of Flanders, he immediately called Bernard. Within a week, the pair decided to buy it. Friends called them crazy. Who enters the hospitality industry in the midst of a global pandemic? Yet, this is exactly where the story of Hotel Flandrien begins, not with caution, but with the courage to seize opportunity when everyone else is waiting for the storm to pass.
Both lifelong cyclists, Jamie and Bernard recognized a gap no one else had filled as yet: a 100% cycling themed hotel, right in the heartland of the Tour of Flanders. Every element, from room design to laundry facilities and even the art and memorabilia on the walls, was built for one community: cyclists. What emerged was more than a hotel, it was a movement. Guests came not only for comfort but for belonging, immersed in an environment that celebrated the grit and glory of cycling history.
Breaking the rules of hospitality
The founders weren’t afraid to challenge conventions. They outsourced housekeeping, skipped daily room cleaning, simplified in-room facilities, and transformed the restaurant into a cycling-themed “Clubhouse.” Every decision balanced smart cost savings with experience innovation, reducing overhead while amplifying authenticity and community feel.
Their motto, “Advertising is the tax you pay if you don’t have stories to tell,” reflected their approach to marketing. Instead of relying on ads, they built visibility through storytelling–partnering with cycling magazines, influencers, and Visit Flanders. Guests became ambassadors, helping the story travel further through their own networks. By 2023, over 85% of bookings came directly through the hotel’s website.
Purpose beyond profit
From the outset, Hotel Flandrien was more than a business–it was a mission. The Flandrien Scholarship program supports young athletes from around the world to come to Flanders to train, race, and grow. For the founders, the program symbolizes a return to purpose: combining their personal journeys of reinvention with a shared belief in giving back. In an era where “purpose-driven” is often reduced to marketing, Hotel Flandrien gives it real substance: investing in emerging talent, nurturing community, and showing that purpose and profit can go hand in hand.
Learning from the bumps in the road
Like every entrepreneurial journey, this one wasn’t smooth. The founders faced burnout, supply chain issues, and conflicts about leadership roles, among other things. They learned to adapt, narrowing their focus even more, experimenting with flexible staffing through digital platforms like NowJobs, and investing in solar energy to offset soaring costs. These pivots underscore that innovation isn’t a one-time event but a continuous learning process. Resilience and adaptability are not optional, they’re fundamental to any successful business model.
Beyond Flanders: scaling a mindset
Three years after opening, Hotel Flandrien had become a global reference point for niche hospitality and purpose-driven innovation. Recognition soon followed: in March 2024, it was awarded Best Historical Hotel in Belgium for excellence in service delivery, client focus, and its celebration of the history and heritage of cycling in Flanders.
But the founders didn’t stop there. They expanded their value proposition–launching premium bike rentals, partnering with one of Europe’s leading auction houses for the sale of rare and vintage bicycles, and introducing Flandrien Chocolate, a family-led venture by Jamie’s son Ries that blends Belgium’s chocolate making tradition with cycling heritage.
These initiatives reflect more than diversification–they mark the natural evolution of a purpose-driven brand. From a single idea born in crisis, Hotel Flandrien has grown into a living ecosystem: of cycling culture, entrepreneurship, and legacy. Now, as the founders consider the next chapter–whether franchising the concept internationally or passing the torch to the next generation–they face a familiar entrepreneurial challenge: how to grow without losing track of their original vision.
From Clubhouse to Classroom and back again
At Antwerp Management School, Jamie Anderson brings these lessons full circle. His story isn’t just one of academic theory–it’s lived experience. Some key takeaways from the Hotel Flandrien story:
- Lead with passion: The most powerful ventures begin where your personal purpose meets a market need.
- Dare to take risks: True entrepreneurship means creating when others retreat.
- Challenge conventions: Break rules that no longer serve your customers or your mission.
- Build beyond profit: The most enduring innovations blend purpose with sustainability.
- Keep evolving: Growth is not just scaling up–it’s learning, adapting, while staying true to your core.
