Liège-Bastogne-Liège: Grit, Strategy, and the Business of Overcoming
Two weeks before Liège-Bastogne-Liège—280km, 4,500m of climbing, and seven hours in pouring rain—I thought my dream was over. A compressed spine and a trapped nerve left me unable to ride, but with expert help, adaptability, and sheer grit, I made it to the start line and finished. This journey reminded me that success—whether in cycling, business, or life—comes from resilience, strategic pivots, and celebrating every step forward, no matter how small.
1/20/20252 min read


Liège-Bastogne-Liège (LBL): 280km, 4,500m of climbing, and 11 hours in the saddle—seven of them in heavy rain. It’s one of the toughest challenges in cycling, a true test of endurance. But my hardest battle wasn’t on the road—it was just getting to the start line.
Two weeks before LBL, I suffered a compressed spine, a trapped nerve, and excruciating pain in my left arm. I couldn’t grip the handlebars with both hands and had to abandon a training ride. I thought my dream was over, and I’ll admit—I cried. Months of hard winter training felt wasted.
But I got lucky. A compassionate doctor referred me to a spinal consultant, who said, “I think we can rebuild you in time.” Intense physio, hardcore painkillers, and a taped-up shoulder got me to the start line in Liège. From there, it was one climb after another: Côte de Wanne, Stockeu, La Redoute, and the iconic Côte de la Roche-aux-Faucons.
Rain soaked the roads, making every descent treacherous and every climb tougher. I stuck to the plan: pace myself, fuel carefully, and stay focused. The finish line was sweet, but the proudest moment came later, at the motel. Covered in mud and exhausted, I met a Team Europcar pro. He asked if I’d done the full LBL route. When I said “oui,” he smiled, shook my hand, and said one word: “Respect.”
Business and Marketing Lessons from LBL:
1. Adapt Quickly When Setbacks Hit.
My training plan didn’t account for injury two weeks before the ride, just like your business strategy won’t always account for unexpected challenges. The key is how quickly you pivot. I leaned on experts, adjusted my approach, and focused on what was still possible. In business, adaptability and a willingness to revise plans are what separate those who thrive from those who stall.
2. Stick to Your Plan, but Stay Agile.
In a ride as long as LBL, sticking to a fuelling and pacing strategy is critical. But the rain forced me to adjust—descending cautiously, taking extra time to refuel, and managing my energy carefully. In marketing, a well-laid plan is important, but conditions can change. Whether it’s shifting market trends or customer needs, success comes from balancing commitment to your strategy with the flexibility to adapt.
3. Grit Builds Credibility.
Earning that handshake from a pro cyclist wasn’t about speed or skill—it was about finishing despite the odds. In marketing, credibility comes from consistently delivering value, even in tough conditions. Showing resilience in the face of adversity earns respect from clients, peers, and competitors alike.
4. Celebrate the Journey, Not Just the Destination.
Every summit during LBL wasn’t the finish line, but each felt like a small victory. Recognising those milestones gave me the motivation to keep going. In business, it’s easy to focus on the end goal, but celebrating incremental wins keeps teams engaged, motivated, and energised for the long haul.
The Takeaway:
Liège-Bastogne-Liège taught me this: The conditions will never be perfect. Setbacks are inevitable. But success lies in how you adapt, how you stick to your principles, and how you keep going when the odds are stacked against you.
Whether it’s cycling through rain or navigating a tough market, perseverance, strategy, and grit will always carry you further than you think possible.
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