Revolutionising Cycling in Australia: Overcoming the Status Quo
Vaughan McVilly
Business Development Expert | Marketing & Brand Strategist | General Management Leader | Public Speaker | Team Builder Driving Growth through Culture and leadership.
Cycling in Australia stands at a crossroads, with a legacy of untapped potential weighed down by the status quo. Despite its immense appeal and dedicated following, the sport has failed to capture the mainstream success enjoyed by Football, Rugby, Soccer, and Basketball. The blame lies not with the sport itself, but with the naysayers who cling to outdated practices, protecting their egos at the expense of progress. There are too many inexperienced "influencers" funding likes and follows on social media who are in it for personal ego inflation and advert revenue rather than for the good of the sport as a whole.
To elevate cycling to its rightful place in the Australian sporting landscape, radical change is needed. The governing body must shed the shackles of the past and embrace innovation with unwavering determination. Concepts, ideas, and national competitions must be reimagined to captivate fans and inspire a new generation of riders.
Live TV and streaming are not optional luxuries but essential tools in the modern sporting arena. Cycling must leverage these platforms to expand its reach and engage with a broader audience. This is not a choice; it is a necessity if cycling is to break free from the shadows of its more popular counterparts. I am not just talking about a live broadcast of the Melbourne to Warnie on SBS on a Sunday afternoon, I am talking about a professional pre and post race production, in race telemetry and live streamed on bike cameras and microphones. Lets stop fluffing around half assed and have a proper crack at making this sport great again Kerry Packer Style!
Professionalism is non-negotiable. Cycling must demand excellence in every aspect, from athlete performance to event organisation. Anything less is an insult to the sport and its potential. Teams need to step up and do all the little things that bring fans and corporate ROI forward as a priority whilst also treating thier athletes with the utmost respect.
Moreover, building characters within the sport is paramount. Athletes, team managers, and administrators must become more than just faces in the crowd; they must become heroes and villains, each with their own narrative arc that adds excitement and intrigue to the sport. This storytelling approach can transform cycling from a mere competition to a captivating drama that keeps fans on the edge of their seats and encourages the next generation of cycling super stars.
This all takes $$ ... no shit sherlock ... but if the offering is next level, the professionalism and the presentation across all aspects of the sport are lifted then the $$ will come!
领英推è
Thus Corporate sponsorship and participation can then unlock cycling's true potential. We need to guide large corporations and companies to recognise the immense value that cycling offers as a platform for promoting their brands and values. Promote the participation in the sport by actually taking up cycling as a sport for fittness and transport and the mental and physical health benefits cycling can provide to their employees. If there is a true and real commitment delivering this then those who fail to see the opportunity to partner cycling at this current junction in the sport are not only missing out on a golden opportunity to get in at a ground level but are also failing to support a sport that can enrich the lives of millions.
To the naysayers and defenders of the status quo: your egos are not more important than the future of cycling in Australia. It's time to step aside and let progress take the wheel. Cycling deserves better, and it's time to deliver.
This is why I am huge supporter of the newly proposed Pro Velo series. This is why I push the companies that I represent and work for to continue to invest in our NRS female racing team. This is why I put on fun cycling-sentric events like Carnivelo at the Rocks Brewing Company on the 26th of May to engage fans and promote the sport.
Join me in taking cycling to the front of Australian Sporting peloton and capture the real potential of the most beautiful sport on the planet!
King of Strategy, Think DONE Management Consultancy
10 个月Well said Vaughan keep up the great work
Performance Improvement Specialist | High Performance Coach | Facilitator | Speaker
10 个月Spot on…it is easy to state an outcome, but often more challenging to take the first step of many… What would you do first?
Love all of this! It definitely needs a reframe and to look outside for inspiration!