FEATURE
as many underrepresented groups as possible. Preparing to write this piece, I spoke to three people with very different lived experiences, a range of backgrounds, and a plethora of intersectionalities. I asked each of them the same question and cruelly confined them to between 100-150 words: “What is your personal experience of diversity in the cycling industry?”
Lindsey Walker - Community and Talent Manager for Fusion Media and the Cycling Industry
Lindsey Walker
so narrow not only in terms of the people on it, but the objectives of it, ‘We’ll diversify cycling, bringing more women in’ yes, this will go some way to changing the face of cycling, but in my view, this is not an appropriate objective of a Diversity Board, it is simply not ambitious enough. This led me to question where our diversity champions would come from and who would fight for our industry to be better if we boil the mission down to improving just one underrepresented group. That’s why Cycling Culture Club was born: to be a space for as many underrepresented groups as possible. Not just gender, not just ethnicity, but a range of different social, ethnic backgrounds, different genders, different sexual orientations, even abilities. As true to the Oxford Dictionary’s definition of diversity, and mine, as possible.
Remember a moment ago? When I highlighted that the definition of diversity was so often down to perspective and lived experience? Well, it’s for that reason that I wanted this article to bring in more than just my own experience, more than just my own marginalised background, exploring
8 | April 2025
“Throughout my time in the cycling industry, I’ve experienced a range of emotions about how I’m perceived and treated as a woman of colour. While not every experience has been positive, there has been a noticeable shift in the last five years towards a more inclusive cycling community. Progress has been made, particularly for women, but there is still significant work to be done to support those who remain underrepresented. Given the right opportunities, these individuals can thrive in the sport.” True diversity goes beyond surface representation - it requires systemic change. Seeing more diversity in campaigns is encouraging, but without inclusivity in leadership, hiring, and decision-making, deeper issues remain. A diverse workplace shapes the messaging, storylines, and commercial direction of cycling in ways that authentically represent
and empower a wider range of voices. For lasting change, leading brands must prioritise diversity in their workforce - not as a short-term initiative, but as an ongoing commitment.”
Duke Ayapong - Content creator, athlete, poet and mental health advocate. “As a black, non-binary, autistic athlete in the cycling space, my experience is often isolating. More often than not, I’m met with inquisitive scrutiny rather than genuine curiosity— revealing a limited willingness to expand beyond the rigid, binary perspectives that restrict understanding.” Cycling is struggling, and this resistance to change is part of the problem. Yes, cycling is an incredible sport. The past was neither inclusive nor diverse, yet many remain fixated on outdated systems rather than exploring new ways to uplift and grow it. The reality is that cycling is expensive, and the barriers to entry are even higher for those of us navigating multiple layers of marginalisation.
It’s a myth that everyone starts this race on equal footing. A so-called meritocracy, ignoring the fact that the cost of
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