Mission
Allowing cyclists to experience cycling to the fullest.
This mission is woven into our slogan: “Café Coureur, where cycling is king and the cyclist is emperor”.

Vision
The romanticizing of every cyclist and cycling aficionado in the world via unconventional paths. Special attention is paid to the strength of the community.

The Café Coureur (total) concept is based on 5 pillars: residential tourism, cycling trips to our regions, cycling events (both for private individuals and for companies) and (online) merchandising. These pillars have one common denominator: the cycling community. The fifth pillar, the cycling café, forms the mayonnaise that connects the whole. Our locations are essential, since all these activities can be admired under one roof, whether or not enhanced with other (cycling-related) concepts from fellow entrepreneurs.

Our goal is to provide a maximum (cycling) experience  and to unburden the (cycling) customer as much as possible. † This is only possible via a total concept/master plan. Details matter. The storytelling, look & feel, ... will be the same within each pillar, so that they automatically reinforce each other.

Café Coureur international
Café Coureur aims to be the local reference. But we also target an international audience, for example from new cycling countries such as Australia, the UK, etc. We offer them tailor-made trips based on our cycling hotels in Borgloon or Houffalize. We are convinced that these regions are the Mecca of cycling, both for the road bike and MTB, for the occasional as well as the trained cyclist. The race is ours, by the way, Belgian… So you can safely leave the organization of cycling holidays and cycling events to us. Authentically Belgian, with meticulous knowledge of our region, ... and always a must to experience.

Love for the bike
Subsequently, Café Coureur wants to be strongly involved in cycling-related initiatives, co-creations and policy decisions. Always based on the love for the bike(r) and our own region. Limburg in the first place, but we also want to resolutely carry the Belgian flag, the place where the race was invented.

Finally, one of our goals is to map (the untrodden) cycling routes for every type of cyclist (track, gravel, MTB, etc.). Given the lack of tailor-made routes with a focus on content/storytelling, this is a void that Café Coureur is only too happy to fill.