2012 saw the first British cyclist claim the Tour de France
yellow jersey, and keep it, all the way to Paris. And, let us not forget the
popular success of team GB! Road cycling has captured the imagination of
non-enthusiasts, those that would otherwise spend a spare 2-3 hours doing
something else without a second thought. Crowds at road cycling events such as
the Tour of Britain rose to new heights, but it is participation that has also increased.
Sales of road bikes and clothing/accessories have seen a handful of retailers
flourish. Undoubtedly, a bike in 2012 or 2013 will attract an increase in price
tag more than the rate of inflation compared to an equivalent model sold in
2010. This is a sport where you can train and race on the very same tarmac as
your heroes, for free, does it get any better?! The phenomenon has been nicely
summarised by a sound bite: “cycling is the new golf”. The majority of this
increase in demand can be attributed to a legacy of the London 2012 Olympics
and the huge investment in UK cycling academies over many years.
Road cycling, however, has a darker side to it, reputation
of drug enhanced performances. Many steps have been taken to “clean” cycling. In fairness, fans that have not followed the
sport for a long period of time have either forgotten or not realised that many
professional road cyclists have been caught and punished for doping. Doping has
some obvious consequences, mainly to the cyclist’s own career and the team
mates around him. However, the more important damage to the sport is much wider
spread and much more expensive. The recent USADA case against former professional
Lance Armstrong has brought doping back to the limelight and the attention of
on-lookers. A once (almost) forgotten reputation has re-emerged. With it comes
the announcement that key sponsors wish to no longer be involved with a sport
that could tarnish their own brand image.
In any race it is the relative position of where you finish that
determines your glory (or failure). So if all pro-cyclists happened to all use
illegal performance enhancing methods then the strongest cyclist using the best
methods will win. Many see this still as a fine race, because it is! The one
key issue is of course that the majority of fans, non-enthusiasts, and in
particular sponsors, don’t wish to be involved with unwholesome activities. If
demand falls as people are put off by a negative image this damages the entire
sport, grass roots (tarmac) upwards, a big pedal backwards. If demand just
grows less slowly for the same reason, the consequences could be less severe
and the sport coasts on…