as it started, and as the cyclist approaches two weeks in the saddle, it’s clear the endeavor is capturing the imaginations of race fans. I think it’s potentially bigger than that. It’s possible that they’ll be talking one day about Lachlan’s ride in business schools, as an example of how a modern sports operation can widen its ambitions and grow its audience.Like a lot of sports, cycling finds itself at a crossroads.
The sport’s traditional structure feels stagnant—while glam events like the Tour will always get attention and snazzy stars like Tadej Pogacar and, much of the consumer energy in cycling is heading over to the “adventure” category, as riders both amateur and professional seek out challenges a bit more exotic than finishing first on a paved road.
jasongay No