INEOS turn to AI in fight against Tadej Pogacar, confirms Geraint Thomas: “It’s a blizzard of data... anything to help narrow that down is a good thing”

INEOS Grenadiers are entering what they believe will be a decisive new phase in their attempt to return to the top of the sport, with artificial intelligence now central to that ambition as they look to close the gap to Tadej Pogacar and the dominant force of UAE Team Emirates - XRG.

The British squad have confirmed a major new partnership with Danish IT firm Netcompany, bringing both increased financial backing and a renewed focus on data-driven performance, as they attempt to respond to a shifting landscape that has seen them fall behind their biggest rivals in recent seasons.

Speaking to BBC Sport, Director of Racing Geraint Thomas made clear that the team see this as more than just a sponsorship deal, instead framing it as the beginning of a new era.

“I think we’ll get back to the top of the sport again - it’s really exciting,” said the former Tour de France winner in conversation with BBC Sport. “The team has evolved a lot over the years - this is definitely, 3.0.”

The move marks a clear evolution from the marginal gains philosophy that underpinned Team Sky’s dominance between 2012 and 2019, when the team secured seven Tour de France titles alongside further Grand Tour success.

While that approach was once cutting edge, the wider peloton has since caught up, both in terms of resources and methodology, leaving INEOS searching for a new competitive advantage.

The introduction of Netcompany’s AI platform is designed to address a different challenge, one that Thomas highlighted in simple terms. “For me, I struggle to turn my Apple TV on,” he said. “So I’m not going to say I’m tech-savvy, but information you want in one place quickly or for a sporting director or trainer or nutritionist to make decisions quickly for an athlete - that’s where the benefit will be. I feel like I started [my career] at a time when I just had a heart-rate strap. Now it’s all data with numbers here, there and everywhere.”

Rather than a lack of information, the issue for modern teams is often the opposite, with vast quantities of data already available but not always fully utilised.

Thomas pointed to that shift directly, outlining how the role of AI is not to replace existing systems, but to make them more effective. “It’s like a blizzard of data, and sifting through it - anything to help narrow that down and give more of an idea of what is happening is a good thing.”

That focus on faster, clearer decision-making sits at the heart of INEOS’ strategy as they look to regain ground on teams who have set the standard both financially and on the road.

The Netcompany deal is also expected to significantly increase INEOS’ budget, bringing them back into line with the sport’s so-called super teams, including UAE Team Emirates - XRG and Team Visma | Lease a Bike.

However, Thomas was quick to stress that financial investment alone will not be enough to restore their previous dominance. “Money is a key point,” he said. “But like in everyday life if you see some guy splash the cash on a load of shiny stuff, spending it in ridiculous ways, you’re just wasting it really.”

“It’s knowledge and the human element - how they collaborate," adds the Welshman. "Money is a big part, but it’s not the be-all and end-all. We’ve got foundation as a team, now all we need to focus on is performance now we know where we’re going.”

That balance between resources, technology and execution now defines INEOS’ approach, as they attempt to rebuild a winning structure in an era shaped by Pogacar’s dominance and the rise of rival super teams.

Whether this latest evolution will be enough to return them to the top remains to be seen, but for the first time in several seasons, the direction of travel appears clear.