A blueprint for the future of professional cycling

Abstract

Purpose

Professional road cycling has the capacity to be a major worldwide spectator sport, but has yet, in the eyes of many, failed to realize its full potential. There is a growing awareness that profound reforms are crucial for the sport’s future success. The purpose of this paper is to explore the conditions which the sport must address, and define a new business model for professional road cycling.

Design/methodology/approach

The paper uses qualitative data to screen professional road cycling’s current business model, and to present a coherent vision on the changes needed to reform the sport. Information was gathered from archival material and from talks with stakeholders.

Findings

The paper presents a blueprint for the future of professional cycling. It identifies 6 vital building blocks and 25 specific action points, beginning with the idea that professional road cycling needs a stable business model that produces a valuable core product.

Originality/value

Professional road cycling is is conservative by nature and changes are extremely difficult to implement. This contribution presents a glimpse of one possible future for professional cycling, if cycling’s policy makers acknowledge the need for profound reforms of the sport and are willing to make the necessary changes.

Citation

Van Reeth, D. and Lagae, W. (2018), "A blueprint for the future of professional cycling", Sport, Business and Management, Vol. 8 No. 2, pp. 195-210. https://doi.org/10.1108/SBM-02-2017-0010