Victoria Pendleton

like it is it there's all this thing about like athletics track and field and you know camera angles and stuff and stopping the sexualization of sports women and then and then they go and do something like that and you think well you're sexualizing yourself and obviously been you know paid not insignificant sum for doing it But it's happened.

Victoria Pendleton did it, didn't she? Naked on a bike for whatever magazine.

And blokes do it too.

Yeah.

So we kind of go back to say London 2012 when cycling had experienced, I suppose, massive growth.

The household names, Laura Kenny, Jason Kenny's, Bradley Wiggins, Victoria Pendleton, etc., British Cycling then was flying and we had a number of, well, Sky was our lead partner, significant growth in events, participation, membership, et cetera.

Fast forward a couple of years towards Rio, then actually there was, I suppose, further growth.

HSBC came on board as a major partner and things were looking really positive.

We had Joe Mahler.

I don't know if you saw it.

Joe Mahler was in the launch content with Victoria Pendleton.

But again, that's really a behavioral change program that gets people ultimately to rediscover the joy of cycling and more active.

They're like, they're not accepting it because it doesn't fit with the social ideals that we have around fitness.

And so, you know, and I have this conversation, even in the athletic world, you know, if you listen to some of the, like some of the female athletes that have been around, like you listen to Laura Kenny, you listen to Victoria Pendleton, they were, they had really difficult experiences.

They've all been very open about their experiences in their sports.

But I think a lot of the problem is, is it goes back to probably what you've discussed so many times on this podcast, is that women's health has been overlooked.