Unlike Formula 1 or the NBA, cycling is notably traditional. However, Richard Plugge, owner of Visma–Lease a Bike, is determined to change that reality. He is the architect of the “One Cycling” project, an ambitious initiative aimed at innovating and revolutionizing the cycling scene.
Opponents are not the cyclists
“The goal of One Cycling is to look at where we want to be in ten years,” Plugge said in an interview with the Belgian newspaper De Tijd. “We don’t realize enough that our opponents are not the other teams or organizers, but all other forms of entertainment.”
“Our real competitors are the Champions League, golf, American football, basketball in the USA, Formula 1, and combat sports. In the latter, we clearly have a phenomenon like Jake Paul (influencer turned boxer). Young fans scream as he approaches. We don’t see that with Jonas Vingegaard or other top cyclists. I want to change that.”
To change this scenario?
“Now there are more than 180 days of competition in the World Tour. In all these races, there is a constant coming and going of riders, which makes it much more difficult to make them celebrities among the general public. Stars are crucial to being relevant as a major sport.”
“Com um calendário mais bem definido, você pode resolver o problema de organizar competições com segurança. Um circuito unificado também ajudará a atrair patrocinadores fora das equipes, como ocorre hoje com a Heineken na Fórmula 1 e na Liga dos Campeões.”
“Mais circuitos com voltas também são o futuro do ciclismo unificado, pois tornarão a corrida mais segura, melhor para o meio ambiente e possibilitarão a venda de ingressos e pacotes VIP ao redor dela. Isso também significa renda extra.”
Change should happen soon
“We could earn much more through a media rights package. Today, major media companies laugh at the battle organizations and teams fight over rights portions. That explains how much we earn compared to football.”
The cycling scene could soon be completely transformed. “It has been agreed with UCI President David Lappartient to present a new World Tour calendar until 2026. I am convinced that we have launched something that will make it impossible to regress once it starts. We’re off,” said Richard Plugge.