At work, we are putting together our marketing plan for the year, and yesterday I sat for an hour with a guy who sells ads for one of the major cycling rags. When you buy advertising, either with a magazine or a website, typically you get a demographic breakdown of the audience they offer access to. Almost invariably the gender breakdown is something north of 90% male. The median age is almost always north of 40. Income is high. Graduate degrees are not at all uncommon.
I see these breakdowns enough that I shouldn’t be surprised by them, but I always am.
Our sport is male-dominated and wealth-driven. Despite a recent uptick in the profiles of some female pros, the industry, as a whole, is still trying to figure out how to attract more women and more young people. The classic “pink it and shrink it” approach to women’s bikes and apparel isn’t working. Whatever urban styling that’s been applied to lower price point bikes isn’t drawing in the youth.
I am told that the median price for a bike purchased last year by subscribers to the major magazines is somewhere between $3200 and $3900 dollars, and that close to 50% of readers will buy a new bike this year, despite having bought their most recent bike in the last three. (Please don’t quote these numbers as hard data. I am only summarizing the information I have received from many outlets to form a composite picture).
The point is that all us upper-middle class and wealthy men buy early and often and dominate the consumption side of the industry. It doesn’t not necessarily stand to reason that these numbers correlate directly to the participation of women and the less affluent, who may simply not read magazines and/or ride used bikes that don’t make it into anyone’s data, but given what I see out on the road, I don’t think they’re far off.
Regardless, this week’s Group Ride asks the question: How do we change our sport to be more inclusive? What are the prejudices built into both pro racing and bike building that turn off those outside the core demographic? Is change and growth even necessary? Given the recent retirement tirade by Nicole Cooke and the disturbing derth of stock bike options for smaller women, the answer seems obvious, but solutions to the problems range from similarly obvious to vanishingly obscure. Your ideas greatly appreciated.
Long considered the orphan child of European cycling, Great Britain has finally established itself as a leading international force thanks to the brilliant 1-2 by Brad Wiggins and Chris Froome at this year’s Tour de France, the stunning string of gold and silver medals won by the country’s track and road teams at the London Olympics, and the burgeoning status of the sport within the British media and general public.
Newcomers to cycling tend to think that the recent successes by British cyclists represents a sudden breakthrough, but it’s more as if the sport has come full circle. Britons developed the first modern bicycles (along with chain drive and pneumatic tires), won the world’s first organized bike races in the 19th century, and staged the first six-day track races and road time trials. There was a bleak period for British cycling in the first half of the 20th century, mainly due to a ban on road racing and professional cycling, but the country has since gradually shed its orphan status to re-emerge stronger than ever in this 21st century.
Countless individuals have contributed to Britain’s cycling revival over the past several decades, including all those who won world championships in the second half of the last century: Beryl Burton, Tom Simpson and Graham Webb on the road, and Reg Harris, Cyril Peacock, Hugh Porter and Tony Doyle on the track. And even before this year’s explosion of British victories, the upward path was accelerated in the past 10 years by a slew of British world champions headed by Chris Hoy, Victoria Pendleton and Wiggins on the velodrome, and Nicole Cooke and Mark Cavendish on the road.
While massive publicity was being given this year to Tour winner Wiggins and the home country’s Olympic medalists, three of the men who paved the way for them quietly passed away. Track racer Tommy Godwin died earlier this month two days short of his 92nd birthday; time trialist Ray Booty died from cancer three months ago at age 79; and road racer Brian Haskell died in March at 83.
Godwin, who won bronze medals in the kilometer time trial and 4000-meter team pursuit at the London Olympics of 1948, was honored as an ambassador and torchbearer at the 2012 London Games three months ago. He was working as an electrician when he won his two bronze medals, and he went on to own and run a bike shop for 36 years in Birmingham, England’s second largest city. During that time Godwin became his country’s first paid national coach (he was in charge when Burton and Webb won the women’s and amateur men world road titles in 1967), and he later served as president of the British Cycling Federation.
Last year, in a televised Olympic preview, the nonagenarian rode his 1948 Olympic track bike around the Herne Hill track and showed off the knitted-wool Great Britain team jersey he raced in 64 years ago. Godwin clearly remembered the enthusiasm generated by his bronze-medal rides, telling the BBC: “It was unbelievable. The crowd was fantastic. After we won the race for the bronze medal in the team pursuit, a cycling magazine reported, ‘There wasn’t a dry eye in the house.”
The team pursuit was the one track event that remained from that previous London Olympics, and Godwin was on hand this past August to see the British quartet annihilate the world record with their winning time of 3:51.659—which was just about a minute faster than the time set by Godwin and his British teammates when they took bronze at the 1948 Olympics!
While Godwin’s various positions made him one of the most influential people in the development of British cycling, Booty was a pure amateur cyclist who could have made as big an impact on the world scene as Wiggins had times been different. Instead, Booty did his national service in the army before becoming a chartered electrical engineer, first with Ericsson, then Westinghouse and Rolls Royce—and always riding his old race bike to work until retiring at 60.
Booty came to national prominence in August 1956 when, two years after Roger Bannister became the first athlete to run a four-minute mile, he became the first cyclist to race 100 miles in less than four hours in an out-and-back time trial. The day before his record performance in the classic Bath Road 100, to the west of London, Booty rode his bike the 100 miles from his Nottingham home. He raced the time trial on the same bike, using a fixed gear of 84 inches (50×16), to record a time of 3:58:28 and beat runner-up Stan Brittain, a British international, by almost 12 minutes.
A month later, right after his 24th birthday, Booty used a hub gear to break the point-to-point 100-mile record, taking advantage of favorable winds to set a time of 3:28:40, a record that stood for 34 years.
Booty was also an adept road racer. In 1954, he won the top British one-day event, the hilly Manx International; in 1955, he raced for the GB team at the prestigious, two-week Peace Race in eastern Europe, helping teammate Brittain finish third overall; and in 1958, on wet day in Cardiff, Wales, he rode away from a strong field at the Commonwealth Games road race to take the gold medal by some three minutes.
Brian Haskell was a contemporary of Booty and Brittain, and raced for the same cycling club in Huddersfield, Yorkshire, as Brian Robinson—who went on to become the first Brit to win a stage of the Tour de France. Haskell had similar ability, being a strong climber and stage race specialist. He twice won the Tour of Ireland, he was national hill climb champion multiple times, and he won the King of the Mountains titles at both the Peace Race and Tour of Britain.
Haskell competed as a semi-professional for the Viking Cycles team that dominated domestic racing from 1957 through 1961, and he raced another 30 years as an a amateur, winning national veterans titles in both road racing and time trialing. In 1973, he founded a precision sheet metal contracting firm that grew to employ 35 workers, and he was still working as company chairman until his death eight months ago.
Godwin, Booty and Haskell are not be names as well known as those of Hoy, Wiggins and Froome, but without their lifelong love of cycling, memorable performances and continued inspiration, Britain’s modern heroes may not have even emerged.
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