Straight up rebel mode: does cycling have a diversity problem?

Historically, riding a bike has always been about freedom. A vehicle capable of empowering greater social and economic mobility and changing lives. Look at the sport’s heroes: most were plucked from poverty. Through talent and tenacity, they chased glory as professionals. Some even found it.

The sport speaks in many languages, comes from countries all over the world, and is practiced across fast-fracturing disciplines. It’s probably one of the world’s most international sports, in fact. But it’s still pretty white.

This short colab between 2018 USA Amateur Road and Crit Champion, Justin Williams, and bike builder, Specialized, highlights this point, and asks some questions about cycling’s lack of diversity.

His story, the first in a series, examines the struggles he faced (still faces) with representation and diversity pulling up to rides and races. Beyond the simple and obvious economic barriers most face getting started on a bike - myself and many others included - you can’t help but have a think watching it.

A conversation on Medium is also worth a read. Here, an exert:

 How do you think can we change it?

Justin: “I believe we have to start by having conversations within the industry about how brands can do more to help create a more inviting atmosphere for people that don’t come from cycling. That conversation needs to be led by someone that truly understands different cultures. Cycling has to a) Be attractive and inspiring b) Move away from the “boys club” model that’s currently at play, and c) Be willing to invest in the future.”

It’s tough to comment on diversity in cycling, coming from Canada, where cycling brings together people from backgrounds who’d otherwise never connect. Now based in central Europe, however, the reality of cycling’s demography is hard to argue with.