'What struck me is not how much cycling has changed, but how much hasn’t' – Evolve professional cycling now, or it will wither, UCI warned by Rapha CEO

Rapha has issued a pointed critique of professional cycling’s current state, urging the Union Cycliste Internationale (UCI) to implement urgent reforms or risk the sport’s decline. Responding to the UCI’s recent call for input on improving the governance and commercial viability of cycling, Rapha released an updated version of its ‘Rapha Roadmap,’ originally published in 2019. The company’s CEO, Fran Millar, emphasised that while cycling remains a sport rich in history and beauty, it continues to suffer from structural and commercial failings that hinder its growth and mainstream appeal. Millar highlighted the stagnation within the sport, noting that despite ongoing debates about reform, little meaningful progress has been made. Drawing parallels with other sports, she pointed to Formula 1 and football’s Premier League as examples of how traditional sports can evolve and expand their global reach without losing their core identity. Millar argued that successful sports have recognised their value and adapted strategically to modern demands, a lesson cycling has yet to fully embrace. A significant aspect of Rapha’s recommendations focuses on the promotion and coverage of women’s cycling, an area that remains underdeveloped despite growing interest. Millar cited recent successes in women’s sports such as the Women’s Super League and the Women’s Rugby World Cup, where proactive content creation and audience engagement have driven commercial growth. She stressed that cycling must similarly prioritise women’s events and stop waiting for external validation to build their fanbase and financial support. While acknowledging the scale of the challenge facing the UCI, Millar urged the governing body to move beyond endless discussion and take decisive action. She expressed hope that the current consultation would mark a turning point, enabling the sport to unlock its potential through innovation and better management. Rapha’s roadmap offers a comprehensive vision for how professional cycling can modernise and thrive amid rapid societal and technological change, warning that failure to act risks the sport’s future vitality.