AG Insurance – Soudal has announced the appointment of Dani Christmas as its new sports director, marking a significant addition to the team. Dani, a former cyclist and middle-distance runner, brings a broad spectrum of experience both on and off the bike, coupled with her time as a Eurosport commentator. Speaking about her new role, Dani expressed enthusiasm for fostering a personalised environment that prioritises the development of both riders and staff.
“Since retiring from my cycling career, I have spent the past three years working as a sports director and as a cycling commentator for Eurosport and discovery+,” Dani shared. “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.”
Dani highlighted how her academic background in management, particularly her interest in psychology and organisational culture, has shaped her approach to coaching. “During my university studies in management, I developed a special interest in psychology and organisational culture. Since entering the cycling world after graduation, I’ve focused on studying the culture of successful teams,” she explained.
Admiring the team’s dedication to rider development, Dani revealed that joining AG Insurance-Soudal was a natural choice. “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. I strongly believe in creating an environment where everyone—both riders and staff—can reach their full potential.”
Emphasising individuality within the team, Dani described her philosophy: “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.”
Drawing from her athletic background, Dani noted how her time as an international runner has influenced her perspective on elite sports. “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.”
Acknowledging the inevitable challenges faced in the sport, Dani stressed the importance of communication and positivity. “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.”
