Jun 10, 2026 · 32 min · 10 segments
With billions watching around the globe, the Tour de Franceis set to be the world’s greatest TV advert for our county, when it arrives in Cumbria in July 2027. In this episode we discuss the scale of…
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I was, uh, sat in the office looking at Google Analytics in the back end of our website and seeing it literally light up like a Christmas tree with people from around the world looking at where it was going, where Yorkshire was, and that was, that was so exciting.
I just don't think that people grasped at that point what a massive opportunity it was gonna be, and what those global audiences were going to be, and what the, the scale and the size of the event, um, was going to be.
So I think there was, you know, in terms of that, y- you know, if you just think about what the race looks like, there might be people listening to the podcast that are listening to it because they don't know anything about the scale and size of the Tour de France.
So if I just talk a little bit about what that looks like and how big an event it is.
We don't really cater to cyclists." I implore you to watch it on TV this year, because when the hosts are talking about the event, they are not bothered too much about what's going on in the back of the bikes.
Because that peloton, which is what is known as the, you know, the, the group of riders, that peloton will weave across the countryside, and they're not talking all the time about who's in the lead or who's doing the fastest.
They will be talking about what's happening, you know, the history of the Lake District, the, the different topography, what all the different, uh, Wainwrights are that are around, what happens in the local towns, what the history is, what the heritage is, what the story is.
And so many people from around the world that watch the Tour de France are not really watching for the bikes.
They are watching because they want to see where it's going and they want to be inspired by those places.
There's a whole load of helicopters and relay planes that are taking that footage back.
I was, uh, sat in the office looking at Google Analytics in the back end of our website and seeing it literally light up like a Christmas tree with people from around the world looking at where it was going, where Yorkshire was, and that was, that was so exciting.
I just don't think that people grasped at that point what a massive opportunity it was gonna be, and what those global audiences were going to be, and what the, the scale and the size of the event, um, was going to be.
So I think there was, you know, in terms of that, y- you know, if you just think about what the race looks like, there might be people listening to the podcast that are listening to it because they don't know anything about the scale and size of the Tour de France.
So if I just talk a little bit about what that looks like and how big an event it is.
We don't really cater to cyclists." I implore you to watch it on TV this year, because when the hosts are talking about the event, they are not bothered too much about what's going on in the back of the bikes.
Because that peloton, which is what is known as the, you know, the, the group of riders, that peloton will weave across the countryside, and they're not talking all the time about who's in the lead or who's doing the fastest.
They will be talking about what's happening, you know, the history of the Lake District, the, the different topography, what all the different, uh, Wainwrights are that are around, what happens in the local towns, what the history is, what the heritage is, what the story is.
And so many people from around the world that watch the Tour de France are not really watching for the bikes.
They are watching because they want to see where it's going and they want to be inspired by those places.
There's a whole load of helicopters and relay planes that are taking that footage back.
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