The future of cycling is something we, as a business, think about all the time. It’s also something, almost predictably, where we get lost in our own sphere of influence. The next fabric, detail or trim. The lightest jersey, or the best bib. Seemingly transient objectives that both overstate our own importance and understate the enormity of the proposition. As stakeholders in the sport of cycling, its future is much bigger and more serious. We’ve learnt, somewhat slowly, that the future of cycling is the people who ride, not the product they ride.
The people that benefit from this innovation are predominately the companies. The sport and it's people, most of the time, do not.
Not to overly generalise, but innovation is often the byproduct of those that will directly benefit. In a sport such as cycling, the people that benefit from this innovation are predominately the companies and it's athletes. The sport as a whole, most of the time, does not. You see it in golf with the distance debate, you see it in running in the shoe debate. Yes, innovative product makes us hit it further, run quicker, and ride faster (or inside), but none of these innovations have improved their respective sports in the long-term.
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