One pedal forward, two backwards: A bigger cost of cheating.

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…