Laura Gutekunst’s Post

The global cycling community is gearing up for a truly historic event: the 2025 UCI Road World Championships, which will take place from September 21 to September 28, 2025, in Kigali, Rwanda🇷🇼. This will mark the first time the prestigious championships are held on the African continent, offering a world-class platform for elite cyclists to compete on the challenging roads of the “Land of a Thousand Hills”. With multiple climbs and high altitudes, Kigali’s terrain will push competitors to new limits. Anticipation for the event is already building in Rwanda and among competitors, who will have a chance to ride new heights and take their place in cycling history. For Rwandans, cycling is more than a sport—it is an essential part of everyday life. Across the country, bicycles serve as a primary mode of transport, helping people commute and transport goods across the hilly terrain. Visitors are often struck by the endurance and ingenuity of Rwandans who navigate the country’s roads carrying heavy loads on their bikes. The 2025 UCI Road World Championships are not just significant for Rwanda, but for the entire African continent. This event will showcase Africa’s readiness to host major international sporting events and inspire the growth of cycling across the region. ••• [RDB-Kigali]

Is there a direct correlation between practicing a sport and consuming a sport? Is cycling to niche? This is a very interesting post by the great Andrew Petcash that provides some insightful highlights of the current state of cycling and sparked some thoughts, specially after reading some of the post comments by people that seem to be way more into the sport than I am. 🚲 Despite showing noticeable growth numbers, there's still a perception of being a very niche and fairly high-barrier entry sport, especially at a non-casual level and mostly due to expensive gear. 🚲 Although the numbers show increasing participation and significant global viewership, the feeling is of not being very democratized and being fairly elitist. Also, despite the increasing numbers, there's seems to be disconnection in the correlation between practice and viewership. 🚲 There seems to be a generalized blaming towards many brands in the space that position cycling as a very aspirational, elite & unreachable for the average Joe through their products, prices and brand messaging. Based on those perceptions that I detected, here are a few thoughts: 🚲 Usually the democratization of a sport is the responsibility and best interest of the organizations/properties that are in charge of organizing the sport like federations, associations, leagues, etc. For brands that interact with that sport in particular ways, democratization might be interesting, but not necessarily and that takes me to another point. 🚲 Specifically talking about cycling, did anyone thought that maybe some of these brands that are positioning the sport as something aspirational and elite, are not actually interested in general democratization but more into creating smaller niche communities with unique profiles and interests? Seems to me that many of these brand's strategies are to be very boutique, with not massively distributed products but yes, with very high prices to cater a very specific audience. That's their brand and product strategy. 🚲 Why wouldn't companies, especially in this kind of sport, position their brands, products and messaging as something aspirational and exclusive? Ultimately I think those are messages that a lot of folks connect with. You get into these kind of sports to get out of your comfort zone aiming to accomplish stuff that is difficult to achieve, to try something different and exciting. That's at least in the semi-professional cycling space, obviously not in the average casual cyclist around the neighborhood one. There might actually be an interesting opportunity for new brands in that segment. 🚲 Not all sports have a direct correlation between practice and viewership/engagement, that's why they are niche sports. Cycling in a semi-professional level still seems to be a niche sport and general democratization might never happen. It's not basketball or football. Probably a very very little percentage of F1 followers actually practice competitive motorsport.

Title: British Cycling and Lloyds Bank Announce New Sponsorship Agreement British Cycling and Lloyds Bank have announced a new sponsorship agreement that will serve as a significant partnership to promote the development of cycling in the UK and encourage community participation. This sponsorship deal is one of the largest new sponsorship agreements British Cycling has secured in the past 18 months. Through this sponsorship agreement, Lloyds Bank will become a major sponsor of British Cycling, supporting various cycling events and programs. This includes hosting national cycling events, enhancing educational programs, and promoting cycling within local communities. Both British Cycling and Lloyds Bank share a common mission to support a healthier, more inclusive, and prosperous UK. Jon Dutton, CEO of British Cycling, stated: "In the past 12 months, one-third of UK adults have ridden a bike, and we want to see more people experience the joy of cycling. Through our partnership with Lloyds Bank, we can embark on a journey to provide liberating experiences for families and communities nationwide. We are fully committed to encouraging the nation to move together towards a healthier, more inclusive future." Additionally, Lloyds Bank will support British Cycling's new major event concept recently announced, in addition to sponsoring the Tour of Britain. This new series of events includes international urban cycling festivals and a new national track league concept. While detailed information about these events has not yet been released, British Cycling undoubtedly aims to inspire the next generation of cyclists, especially with the upcoming Paris Olympics this summer. This partnership will enhance community engagement through cycling and elevate corporate social responsibility (CSR) activities. This agreement is expected to broaden British Cycling’s activities, strengthen Lloyds Bank’s ties with local communities, and contribute to the promotion of cycling sports. The growing collaboration is anticipated to yield remarkable results in both sports and business. #BritishCycling #LloydsBank #Cycling #Sponsorship #CommunityEngagement #HealthAndWellness #InclusiveSports #CyclingEvents #CSR #TourOfBritain #UrbanCycling #TrackLeague #SportsDevelopment #Partnership #NextGenerationCyclists

In 2023, the inaugural UCI Cycling World Championships were staged in Glasgow and across Scotland (United Kingdom). It was the first time that 13 individual UCI World Championships were brought together in a single event. Yesterday an independent socio-economic report on the impact of this inaugural UCI Cycling World Championships conducted by EY was published. I am very proud and privileged to have had the opportunity to play a part alongside a group of very talented management, events, marketing and commercial professionals that delivered this historic event which brought about significant socio-economic benefits for Glasgow, Scotland and the UK. Key highlights for me from this socio-economic report are : 💰 A £205 million boost for the local economy 🚲 Inspiring 79% of residents to cycle more ❤️ 95% of residents proud to host the event. 👏 93% of stakeholders intend to continue activities that they started in relation to the Championships. ♻ 85% of stakeholders felt the Championships were delivered in an environmentally responsible way.  🚴♀️ & 🚶♂️ 82% of visitors used a form of active travel during the 2023 UCI Cycling Worlds. Link to summarised report : https://lnkd.in/eD2tx7D9 In the words of Christof Backhaus, Professor of Marketing and Head of Research, Napier University : "The 2023 UCI Cycling World Championships have further fuelled the momentum around cycling as a catalyst for change" #GlasgowScotland2023 #powerofthebike #majorevents #sportsbusiness #purposeledpartnerships https://lnkd.in/e8YzCFTC

🚴♀️ Challenging the Status Quo of Cycling Business Models 🚴♂️ With the #TourdeFrance starting this weekend we're excited to share the latest article in our student series on sports business! This insightful piece by ESSEC Sports Chair student Benedikt Eckl discusses the economic challenges facing professional cycling teams. 🔍 Article Highlights: 🚴♂️ Critical Examination: Ben offers a critical look at why cycling teams currently have minimal financial value and do not turn a profit. 🚴♂️ Revenue Streams: Analyzes the limited revenue sources for teams, from sponsorships to prize money, and the impact of regulatory constraints. 🚴♂️ Proposed Solutions: Ben explores potential reforms, including revenue sharing from broadcasting and merchandising, to improve financial stability. 🚴♂️ Debate on Commercialization: Ben raises the question whether cycling should pursue increased commercialization, weighing the benefits and potential drawbacks. This article challenges existing business models and sparks a vital conversation about the future of professional cycling.  Read the full article here: https://lnkd.in/gDyFZ2jW #SportsBusiness #Cycling #FanEngagement #SportsEconomics #BusinessModels #StudentPerspectives #FutureOfSports #InnovationInSports

The path to sporting success is so different for every individual athlete. For some, success comes quickly, while for others it can take years to achieve their goals. Wrote this piece about Emma Finucane and Katy Marchant after the recent UCI Track Cycling World Championships. Give it a read in the link below. https://lnkd.in/dEnsVBiK

🚴♂️ Looking to Join a Cycling Club? Here are Some Top Tips! 🚴♀️ Finding the right cycling club can enhance your riding experience, provide motivation, and help you make new friends. Here are some tips to get you started: Research Local Clubs: Check out clubs in your area and see which ones match your skill level and interests. Attend a Few Rides: Join a few rides to get a feel for the club's vibe and see if it's a good fit. Consider the Schedule: Make sure the club's ride schedule aligns with your availability. Ask About Membership Perks: Some clubs offer discounts at bike shops, training sessions, or social events. Check the Club’s Communication: Good clubs keep members informed about events and changes. Find the perfect cycling community and pedal towards new adventures! 🌟 https://lnkd.in/d3zreF9n #Cycling #CyclingCommunity #BikeLife #CyclingTips #JoinAClub

Has anyone ever successfully fashioned a bike trailer out of a pumpkin?   🎃 🎃 🎃   Like an allotment, campaigning movements start with a few seeds, nurtured by a small but determined bunch of gardeners.   Cardiff Cycle City is no exception, and it's interesting to see they are launching a new membership scheme as their next step in growing something even more fruitful. 🍎🌱   Leading a campaign can often feel like tending a garden with just one or two pairs of hands.   You have to sow the seeds, water the plants, and fend off the weeds.   Over time, you need more people to join in, bringing new ideas and energy to help the whole thing flourish.   Otherwise the only thing you harvest is a mud pie.   Transforming into a membership organisation brings Cardiff Cycle City the potential for healthy growth.   They're not inviting people just to sign up, they're inviting people to become part of the team, with their voices heard and talents put to good use.   Membership has the potential to grow a sense of communal ownership, a stake in shaping the future.   And without this kind of engagement, even the strongest leaders can just end up scrabbling in the dirt.   So, kudos to Gwenda Owen and Cardiff Cycle City for taking this step. I hope you enjoy the harvest!   🍓 🍓 🍓   All of which raises two questions:   What can you do as a leader to better engage people in your team, enabling both you and them to thrive and be fruitful? (One good answer is: talk with me - I can help!)   What cycling component or accessory would be best fashioned from a vegetable?  

This is very exciting for Aussie Cycling and the wider Australian sport industry... why? The format : 5 events each event run over a weekend. Starting with a Friday night inner city Crit and then longer stage racing over the weekend. Also incorporating some of Australia's oldest road races. This maximises fan exposure and also support really effective content creation in short format for highlights and stories. (I am very excited about the evening Crit highlights) The real beauty of this is that it is easy for the Australian non-cycling public to understand and engage with. Because being honest cycling can often be a tricky sport to follow. Also keeping it short and ending in March removes competition with the big winter sports codes and the European cycling calendar, maximizing the potential for engagement. The timing : Starting January, coming off the hype of the Tour Down Under and the Cadel Evans Road Race, it is a good bridge into additional cycling events. (Plus Aussies love a Summer event 😉 🎾) The backing : From first reporting it looks like the big players in town are on board, namely Gerry Ryan which gives this a degree of certainty that it might not otherwise have. Also showing that it might be possible for private equity to be able to support events and sport within Australia. For more info about this there is a great feature piece on Escape Collective by Matt de Neef https://lnkd.in/gepG5M5A and there is also info up on https://lnkd.in/gPBKg4Pb I think this is very exciting move for Australian sport and cycling and I can't wait to see this launch.

2003: The British Cycling Team had won 1 gold medal over 76 years. 2024: The British Cycling Team has won 30 Olympic gold medals over 10 years. In just a decade, they became the most successful cycling team in the world… credited to the appointment of Dave Brailsford as the new Performance Director. Dave had a relentless commitment to looking for a tiny margin of improvement in everything the team did: 👉🏻 A surgeon was hired to teach proper hand-washing techniques to reduce the risk of illness during competitions 👉🏻 Different massage gels were tested to find the one that led to the quickest recovery time 👉🏻They took their own mattresses and pillows to competitions so athletes could sleep in the same posture every night (To name just a few!) 1 year after Dave was appointed, the British Cycling Team won 2 golds at the Athens Olympic Games. In 2008, they won 8 golds at the Beijing Olympic Games. In 2012, the bar was raised again when the team set nine Olympic records and seven World Records in London. None of that would have been possible without Dave’s focus on making marginal gains… Improving by 1% each day on something won’t give you instant gratification, but it will compound over time into something much greater. I first read this story in Atomic Habits… one of my favourite books if you’re interested in reading more about the power of tiny gains!