The Evolution and Future of Cycling in the UK

This chapter explores the growth of cycling in the UK, examining its popularity during the Olympics and the influence of sponsorships and infrastructure investment. It highlights the challenges faced by the cycling industry post-pandemic, while also celebrating the advancements for women in the sport and changes in financial landscapes. The conversation further delves into the importance of a clean image, media partnerships, and strategies for attracting new audiences to ensure the sport's future.