ANALYSIS | Tom Pidcock drama, INEOS in decline, ITV losing the Tour de France... What’s happening to British cycling?

British cycling, once the dominant force in the sport, has faced a series of setbacks in recent years. The latest blow came yesterday with the news that, from 2026, Warner Brothers Discovery will be the sole broadcaster of the Tour de France in Britain, ending the tradition of free-to-air coverage on ITV. This move signifies a major shift for British fans, who have enjoyed decades of accessible and distinctive Tour coverage. For many, ITV's broadcast has become synonymous with the summer spectacle, making the upcoming 2025 edition the last of an era.

This change is only the latest in a series of challenges for British cycling in 2024, a year marked by a series of strange setbacks. A look back reveals how far the sport has fallen in the UK since its heyday in the 2010s.

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The Golden Era: British dominance in the 2010s

The journey to British cycling's peak began in 2008, with a powerful showing in track cycling at the Beijing Olympics. British cyclists dominated the velodrome, capturing seven out of ten available gold medals. This dominance continued into the 2012 London Olympics, solidifying the country as a global powerhouse on the track. These successes laid the foundation for the emergence of Team Sky, a team that would revolutionize road cycling.

In 2012, Bradley Wiggins made history as the first British rider to win the Tour de France. Wiggins’ victory came at a time when his teammate, Chris Froome, was showing the potential to be the stronger rider. Many argue that Froome, already demonstrating impressive form, could have beaten Wiggins if team orders hadn’t been in play. Nevertheless, Wiggins' win was a landmark moment that ignited a golden era for British cycling.

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What followed was a period of dominance led by Chris Froome, who captured four Tour de France titles between 2013 and 2017. Froome's relentless climbing prowess, time trial strength, and tactical intelligence made him nearly unbeatable in the biggest races.

During this time, Mark Cavendish also shined, cementing his status as one of the greatest sprinters in history. Mark Cavendish's career has been deeply intertwined with the history of the Tour de France. Known as the "Manx Missile," Cavendish became the face of British sprinting dominance in the 2010s. His remarkable ability to win grand tour sprints saw him rack up numerous victories, but his crowning achievement came in 2024. At 39 years old, Cavendish finally defeated Eddy Merckx's long-standing record, securing his 35th Tour de France stage win. This victory was one of the few highlights in a challenging year for British cycling, providing a nostalgic nod to the glory days when British riders dominated the sport.

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When did the decline begin?

The decline of British dominance in cycling can be linked to a number of events, but arguably the most pivotal of these was Chris Froome’s devastating crash in 2019. While training for a time trial stage at the Critérium du Dauphiné, Froome suffered severe injuries that nearly ended his career. He broke his femur, elbow, and ribs, and sustained a collapsed lung. The recovery was long and brutal, and Froome has never regained his previous form.

Froome's decline coincided with a similar downturn for his team, INEOS Grenadiers. Once a superpower in the peloton, INEOS struggled to adapt to a new era dominated by riders like Tadej Pogacar and Jonas Vingegaard. Their methodical and controlled approach, which once guaranteed Grand Tour success, now appeared outdated. The departure of Froome to Israel-Premier Tech in 2021 did little to reverse the team's fortunes, and they have since struggled to regain their dominant position in the peloton.

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INEOS's lacklustre performance in 2024, with few victories in the biggest races, is a stark contrast to their dominance in the 2010s. The team that once boasted multiple Grand Tour champions now finds itself overshadowed by emerging talents and teams that have embraced a more aggressive style of racing. The divorce between Froome and INEOS, far from a fresh start, seems to have marked the beginning of a decline for both.

The Pidcock drama

Amidst the turmoil at INEOS, Tom Pidcock’s future has become a huge talking point within the peloton. A two-time Olympic mountain bike champion and winner of the 2024 Amstel Gold Race, Pidcock was widely seen as one of the brightest talents for British cycling. His 2022 Tour de France stage win on Alpe d'Huez hinted at Grand Tour potential, but that promise has yet to be fulfilled.

Reports suggest that Pidcock’s relationship with INEOS management has soured, and he has voiced frustrations over his role in the team. Overshadowed by Carlos Rodriguez, who has become the team's main focus for Grand Tour leadership, Pidcock’s progression has stalled. Rumours are circulating that he may leave INEOS, with Gazzetta dello Sport reporting interest from Q36.5 Pro Cycling Team, backed by Red Bull and keen to secure Pidcock’s signature. The speculation surrounding Pidcock underscores the uncertainties facing British cycling’s next generation.

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A lacklustre 2024

The shift in British cycling’s fortunes is not limited to individual riders and teams; it reflects broader changes in the sport's landscape. INEOS’s struggles are emblematic of a transition in cycling, where a new generation of riders has taken centre stage, and traditional powerhouses have struggled to keep pace. The rise of riders like Pogacar and Vingegaard has ushered in a more dynamic era, where aggression and adaptability trump the once-dominant tactics of Team Sky.

Mark Cavendish’s record-breaking moment in 2024, while historic, feels like the end of an era rather than the start of a new chapter. Cavendish's upcoming retirement marks the conclusion of a career that defined British cycling for over a decade. His departure will leave a void in a sport that has become more competitive and difficult than ever.

Mark Cavendish made history at the 2024 Tour de France

The upcoming departure of ITV from Tour de France broadcasting in Britain adds to the sense of an ending. For many fans, ITV’s coverage was an entry point to the sport, a way to follow the Tour without the barrier of a paywall. The shift to Warner Brothers Discovery’s pay-to-view platform will inevitably limit access for some fans, changing the way the Tour is consumed in Britain and potentially impacting the next generation of fans and riders.

The story of British cycling’s rise and fall offers lessons for the future. The success of the 2010s was built on a strong foundation of investment in track cycling, a focus on youth development, and the creation of a team, Team Sky, that set new standards for professionalism and support. These factors, combined with the talents of riders like Wiggins, Froome, Cavendish, and Geraint Thomas led to a decade of unprecedented success in a sport Great Britain had for so long faltered in.

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However, the decline in the 2020s highlights the challenges of sustaining success in a rapidly evolving sport. As INEOS has shown, sticking to a formula that worked in the past can lead to stagnation. The team’s struggles reflect a broader trend in British cycling, a reliance on past successes rather than adapting to new realities. The emergence of a new generation of riders, who are unafraid to take risks and race aggressively, has caught British teams and riders off guard.

What’s next for British cycling?

As British cycling navigates this period of transition, there are both challenges and opportunities. The departure of legends like Cavendish and the uncertainty surrounding Pidcock’s future signal the end of an era, but they also provide a chance for renewal. The rise of young British talents, combined with a renewed focus on development, could see the nation reclaim its place at the forefront of the sport.

However, British cycling must adapt to the changing landscape. The dominance of marginal gains and controlled racing that defined the 2010s is no longer enough. Embracing the dynamic and unpredictable style of the new generation will be crucial if British riders and teams are to compete with the likes of Pogacar, Vingegaard and Remco Evenepoel.

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The loss of free-to-air Tour de France coverage on ITV is another hurdle, as it could limit the sport's accessibility to new fans. Finding ways to engage the next generation, whether through grassroots initiatives, improved youth development, or innovative media strategies, will be essential.

British cycling’s golden era of the 2010s was a time of dominance and success, led by riders who became household names. Yet, the decline of stars like Chris Froome, the struggles of INEOS, the drama surrounding Tom Pidcock, and the changing media landscape signal a time of uncertainty for the sport in the UK. As the nation grapples with the end of an era, the challenge will be to adapt, innovate, and inspire the next generation of British cyclists to once again stand atop the sport’s highest podiums.