Partnerships
The Nordic Bikepacking Community.
Hackenpedder brings brands and people together through real adventures. Rooted in a distinctly Nordic spirit, it connects brands with an active bikepacking community and generates attention far beyond the events themselves.
600+ participants/year, 8,300 Instagram followers, 48,000+ live-tracking views, 4,000 website visitors/month, 1,300 newsletter subscribers
“No cookie-cutter influencer marketing. No standard event sponsorship.”
Make your brand part of the experience. On the route, at the events, and right in the heart of the community. That’s where authentic stories happen — stories that naturally become compelling content for your brand.
You reach people who are at the beginning of their careers and their bikepacking journeys. They are not pros yet. They are still building their setups, discovering new gear and developing their brand preferences.
Nils Thomsen-Habermann
moin@hackenpedder-bikepacking.de
0151 10731981
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Target Audience
Bikes. Self-supported adventures. A diverse community.
Bikepacking is all about gear that gets used. Hackenpedder attracts an active, outdoors-oriented and financially strong cycling community — people who love spending long days on the bike and nights outside, travelling self-supported through nature.
“Many participants are at a stage where they are significantly expanding and refining their setup.”
The core audience is made up of people at the beginning of their bikepacking journey. This gives brands the opportunity to become part of their setup journey from the start. At the same time, experienced bike travellers join in and enjoy the open, welcoming community.
Outside is where it matters: 73% travel to our events by climate-friendly means, while 83% sleep outdoors.
A growing diversity: +30% of participants are women — and the share is growing.
Instagram: Core audience aged 25–54, 25% women, 89% Germany (Instagram)
“Put your products — jackets, tents, sleeping mats or other gear — through the real North for days at a time. Rain, wind and cold nights deliver the kind of unfiltered insights no studio can replicate.”
Reach & Growth
450% growth in two years
“The community is growing. It is large enough to generate meaningful reach, yet small enough to keep partnerships personal, authentic and individual.”
| x | 2024 | 2025 | 2026 |
| 1.500 | 5.500 | 8.300 | |
| Web/Month | 1.000 | 1.800 | 4.000 |
| Live Tracking | 32k | 35k | 48k |
| Newsletter | 300 | 700 | 1.300 |
| Participants | 300 | 450 | 600+ |
| Registrations | 400 | 600 | 900+ |
Links: Instagram, Newsletter, Live-Tracking
Reach Through Content
Powerful Live Coverage. Strong Engagement.
Authentic, real-time storytelling is a big part of every Hackenpedder event. Our dedicated media team captures almost 10,000 photos and produces countless interviews, O-Tones and videos, resulting in more than 25 posts and reels per event. The result is strong engagement across posts, reels and stories.
~500k views / event
~150k views / month
“Authentic. Honest. Never just chasing virality.”
The website is the hub. This is where everything comes together: participant stories, podcasts, photography, packing lists and roadbooks. This depth of content also drives organic search visibility. Google “bikepacking in Northern Germany” — or ask ChatGPT.
~4.000 visitors / month
~48.000 loads live-tracking maps
| Newsletter subs. | Open rate | click-through rate |
| 1.314 | ~63% | ~12% |
Additional reach through the community. The main Hackenpedder and Shelter Attack events attract around 300 participants. Each participant takes the experience back into their own circle and inspires an average of ~4 additional friends or followers. This creates an additional layer of potential peer-to-peer reach — organically, authentically and beyond social media.
~300 participants at main events
~1.200 potential contacts through peer-to-peer reach
What Does Hackenpedder Offer?
A genuine partnership at the heart of the community.
I’m looking for partners who value long-term, trust-based relationships and want to build credibility through real experiences. Of course, we’re also open to starting with smaller projects and seeing where they lead.
1. Annual Partner
One season. One brand. Countless real adventures.
As an annual partner, your brand becomes an integral part of Hackenpedder — at events, online, on the route, at checkpoints, on group rides and directly within the community.
Your products are used throughout the year in real-world tours, setups and stories. They become part of an ongoing, authentic conversation. Your brand gains a presence within an active bikepacking community with a genuine interest in gear.
– Year-round presence
– Event presence
– Community access
– Content production
– Integration into stories and editorial content
– Website: official partner listing
– Website: product integration
– Instagram: product integration
– Newsletter: visibility & links
– Annual report
– Category exclusivity
“What I don’t do: partnerships that compromise what Hackenpedder is about.”
2. Content Partner
One product. One ride. One story.
We take your product on a real bikepacking adventure. Preparation, packing, use on the road and the experience afterwards can become a story — supported by photography, video and social content.
Digital: Logo on the website, newsletter and live-tracking page. Post/reel plus high-quality photography and editorial storytelling.
We’re also happy to start with an introductory project … or let’s create something completely bespoke together.
Hackenpedder Event Film: The start. More than 100 people. 1,000 kilometres across Schleswig-Holstein. Photography and film follow the event and tell the stories of the people, the landscape and the route. Your product can become part of that story.
Checkpoint Partner: Together, we create a checkpoint that turns your brand and products into an experience. Ideal for tents and outdoor equipment. (Also featured in event posts/reels.)
Bikepacking Setup Film: What do you actually need for several days on a bike? Together, we can explore setups, equipment and packing strategies — practical, honest and tested in the real world. (3–5 min film, 3 x reels, Example film)
Current Partners:
More Than an Event
1,000 kilometres. 1,000 people. 1,000 stories.
Since 2023, Hackenpedder has been building a bikepacking community with a strong focus on making bikepacking accessible to newcomers while creating meaningful, low-impact experiences in nature. A vibrant community has grown around the 1,000-kilometre Hackenpedder Route, developed by Nils.
Throughout the year, we organise a range of overnighters and group rides across Schleswig-Holstein and Denmark (Shelter Attack).
The Hackenpedder season never ends.
| Datum | Event | Anzahl |
| Feb. | 🛖 Winter Overnighter | 25 |
| Mar. | 🥶 Winter Community Ride | 60 |
| Mar.-May | 🗺️ Etappen Checks | 130 |
| Feb-Nov. | 🇩🇰 Shelter Attack (FL) ‚auf eigene Faust‘ | 100 |
| Aug. | 🏳️🌈 FLINTA Overnighter | 24 |
| Jun. | 🗺️ Hackenpedder (Kiel) | 184 |
| Sept. | 🇩🇰 Shelter Attack (FL) ‚gemeinsam‘ | 108 |
| Sept. | ⛰️ Ausfahrt ‚Baltic Berge‘ | 40 |
| Gesamt | 671 |
We ride all year round. In 2026, there were more than 600 participants across all events, with almost 900 registrations and people on the waiting list.
And that’s only the people who actually take part.
There are also those who follow Hackenpedder events online, ride the routes independently, explore event reports and content, subscribe to the newsletter and follow the live tracking — amplified by the media coverage surrounding each event.
Hackenpedder’s honest approach is what makes it special. No hype. Real experiences. As a partner, you become part of that.
Who’s Behind It
Hackenpedder is more than an event organisation.
I’m Nils — founder, organiser, designer and marketing guy behind Hackenpedder. I’ve been riding bikes since childhood. Over the past few years, I’ve also taken part in a range of bikepacking races and events, including the Atlas Mountain Race in Morocco and the Bohemian Border Bash Race in the Czech Republic.
“I love creating and developing formats.”
My professional background is in communication design. I’m also the founder and owner of TypeMates. That means I can develop and create a lot of Hackenpedder in-house — from the initial idea and design to marketing and communication. For photography and film, I work closely with Gunnar Dethlefsen, Johann Kristan and Felix Schulke.
We’re a small team — but that means we can do a lot ourselves …
Let’s Talk!
Straightforward. Different. Free.
Maybe you already have a specific idea. Maybe you’re looking for a place to put a product through its paces. Or maybe there’s something we can create together from scratch.
Nils Thomsen-Habermann
moin@hackenpedder-bikepacking.de
015110731981
Links: Instagram, Newsletter, Live-Tracking
