Loyalty in Times of Change: The Van Aert Example

The concept of loyalty has evolved significantly in recent years, driven by social, technological, and generational changes. The times have changed and so has our notion of what loyalty means.

The news of cyclist Wout Van Aert's lifetime contract with the Team Visma | Lease a Bike , shared through a truly inspiring video, has not only surprised the cycling world, where contracts typically last 1-2 years, but it has also offered us valuable lessons for our business environments.

Years ago, staying with one organization for a long time was seen as a sign of stability, status, success, and security. Loyalty implied an almost contractual relationship, where dedication and time spent were the primary indicators of commitment.

Today, however, loyalty has taken on a more fluid and conditional meaning. It is now based on value alignment, a sense of purpose, and the development opportunities a company provides. Employees seek a work environment that allows them to grow, feel valued, and contribute to something meaningful. But above all, they seek a space where they feel cared for and valued as whole individuals, not just as professionals.

Loyalty is now reciprocal: companies must continuously earn it through fair treatment, development opportunities, and an organizational culture that prioritizes employee well-being.

Visma Lease-A-Bike's lifetime contract is just another example of the strong commitment that the Dutch entity has shown to the well-being and care of their cyclists, creating an environment that values both athletic performance and personal needs. Many were surprised when Wout Van Aert took paternity leave in the middle of this year's Tour de France. Such actions can only occur in environments where employees feel protected and cared for. Unfortunately, that same month, at a company based in Madrid, a manager told a team member, "Since you became a father, you're not pulling your weight, and you're hardly seen around here." In two high-pressure environments, we see two very different ways of managing relationships and care.

When we are allowed to balance our professional careers with our family lives without pressure, loyalty and commitment emerge in a natural way, and talent is much better utilized.