Sport or Business Opportunity? Perhaps Both



Anything for that Yellow Jersey


What has cycling become?  It’s no longer merely a sport one can enjoy for the beauty of what it is. Oh no, it’s a business opportunity which most big names want to tap into to get their fair share of the good stuff. Like most sport nowadays cycling is money driven- Fair enough, creating awareness is good.  But do you hear of any other sports where athletes face jail time for using performance enhancers? So that’s just what it has become-A community being developed and driven by a society hungry for action, hungry for more. Fact is- society and athletes themselves’ perceptions, attitudes, morals, ethics- all of it is so altered and shaped by the media that people go beyond all measures to get a piece of the pie- and that is regardless of whom or what gets affected negatively along the way. “As long as My brand gets the desired AVE, I don’t really care about the rest” This is the way the world is going and we must accept it for what it is- but that does not mean we can not determine the outcome of what we put in, or at least influence it. If it’s going to be money and politics that drive the sport, let’s invest in the right places and debate about the right issues.

Keep pedalling.