Survival is the key, growth is a privilege

It was without surprise but full of disappointment that I read the news of the probable end of the AA Drink women’s super team.  A post-Olympic slump in sponsorship is nothing new for women’s cycling. The sport has a huge reliance on the Olympic cycle, with sponsorship more often than not being linked to Olympic Games years.  It is a clear difference to the men’s side of the sport and maybe it’s a trend we need to buck.

Michael Zijlaard has run his team in great style and has constantly raised the game for others. Their imposing tour bus casts shadows on lesser outfits in the tiny parking areas at women’s races.  Their steely-faced mechanics professionally ensure no speck of dust remains on the bikes before their star-studded lineup of riders challenge over every kind of terrain.  It looks like an embarrassment of riches that highlights the skills of Zijlaard as a business man as well as team manager.  It’s because of this the alarm bells chime loud and clear when people like him have issues gaining and retaining sponsors.

But perhaps it raises an important question about the structure of women’s teams.  Do they focus too much on the ‘front end’ of the team?  Are we too focused on squeezing as many result-scoring riders into the lineup, rather than adding behind-the-scenes stars that can schmooze potential sponsors and provide the VIP experience to existing partners that make backing a women’s team a no brainer?  Now I’m not suggesting it happened this way with AA Drink; Michael and Leontien (Leontien van Moorsel – Former World and Olympic Champion and original Queen of Dutch Racing) made a formidable partnership by controlling and managing their team and environment with Pro Tour efficiency.  But is this lack of back office focus by a majority of teams the reason so many only get to mediocre levels and then fizzle away?   In recent times, it’s a rare sight to see a Pro Tour team owner/manager behind the driver’s wheel of a team car.  Yes they are there and involved, but they are focused on press, partners and maybe giving an outside-in perspective on their teams’ performances.

My team is a mere morsel compared to AA Drink, but we share the same struggle. Much of our press is self-generated though our website and riders blogging.  Major cycling sites fail to pick up our releases or convey our news and performances, giving us a tough start when it comes to impressing sponsors.  Each year we have a few calm months during the spring classics where our focus is 100% on racing. We can carefully plan our riders’ seasons, their development, and even dream about their futures in this great sport – a sport that is obviously going to turn the corner and then fulfil all of our wildest fantasies.  But as the end of June approaches and we turn up to the national championships, attention has changed. We need results, we need to impress. There is a much bigger focus on the here and now.  A medal, two medals, will it be enough?  A stripey jersey backed up with some solid results in other races, surely that will take the pressure off?  The reality is it won’t, and the tough side of women’s cycling and its harsh financial realities kick in.

From 1^st June my entire focus has been on 2013.  Survival is the key, growth is a privilege.  That struggle bears a great weight on your shoulders.  My success in making this team survive, and the same for Michael, is something that we take seriously, but there comes a point where that pressure is no longer feasible.  I’m sure Michael could have gone public and ‘begged’ for help, but why should he?  Few people have ever done as much for the sport as the Zijlaard van Moorsel family.  They deserve better, they deserve to enjoy their lives and above all they need to be praised for what they have achieved.  Constantly challenging the norm and raising the bar – that respect should also go to AA Drink, who as a company have invested huge amounts of money in a sport that others shy away from – I for one tip my hat to all of them.

I also feel that hope is still there. That legacy of what has been achieved by this outstanding cycling couple quickly appears to allow the riders of the AA Drink team to continue as a unit in the coming season.  Increasing numbers of men’s team are picking up on the potential of women’s cycling and making the informed choice to back the sport. Rumours are rife of new squads backed by men’s teams in the whispering circles in managers’ meetings. In this circumstance I hope ‘the no smoke without fire’ rule of thumb is true.

The sport will go on. It has its super teams, and it has its middle ground.  It has people that care, and people that want to innovate to ensure a great and strong future.  This case is currently under the microscope, but it will soon be under the carpet.  It’s certainly highlighted to me the need for bringing in more help behind the scenes.  Keeping the knowledge of soon-to-retire riders in the sport is very important.  The mere thought of Ina Teutenberg in a managers’ meeting would raise the pulses and bring sweat to the brow of UCI Commissaires around the world.  To get these people driving team cars, leading tactical debates, and commanding the respect of young and developing riders is going to be key by inspiring future stars with their firsthand knowledge. Putting business people behind teams into an office environment and providing real-life return and unique experiences to those that choose to be partners is a priority.

We are close to something great, but the final kilometres are very steep.