The Tour Effect

Since the Greg Lemond era in the 80’s, when US cyclists watched the 7-11 team win races they could hardly qualify for, I’ve been a fan of professional cycling. I fondly remember watching Lemond beat Fignon by eight seconds in the final time trial of the 1989 Tour de France. All of us in the family-owned bike store cheered and jumped around that tiny black and white TV as he crossed the line, which was a legendary finish. Laurent Fignon was the stereotypical French classic bike racer, shunning the advice of everyone and losing the race that had been his to win. I caught the “Tour Bug” bad that year, and those near me have suffered a little ever since.

My daughters knew that July each year meant Dad was going to upgrade the TV service to get the Tour, and some days he’d even watch the coverage twice! I’d excitedly jump close to the TV and point to look at some small detail “Watch, look at that, he’s just about to attack! GO GO GO!”. The thing I have loved about professional cycling was that I could relate to the smallest details, and get emotional at how much they suffered in the mountains. I know that pain, and I’ll feel it again this week if I’m lucky. Watching Marco Pantani in his prime would take your breath away. Marco looked like the little kid in class that everyone picked on, until the Pyrenees came up. Marco owned the mountains, and he literally danced on his pedals up them. He’d stand and sprint up roads we would not walk up, tire a little, begin to sit down, and just as the saddle touched his rear he’d jump back on the pedals. This would go on for as long as 45 minutes. He suffered, and you suffered with him, watching his face and feeling what he felt. He was a small man in stature, but a giant when things got tough. You could not help but feel encouraged by his will to win.

I have LOVED watching the Tour. But seeing how any American is shredded by the Euro-press has been disappointing. Watching each champion accused or proven of being chemically enhanced is at the least disappointing. Lance battled the press for many years, Floyd blew it. Michael Rassmussen seems to have blown it. Teams are getting booted from the tour left and right this year. Riders had to sign an agreement that if they’re proven to have been “medicated” they must pay their entire 2007 salary to the UCI, and they’re still getting caught. The Tour de France will not be ended by this continuing scandal, but my affection for it has. I really don’t care who wins this year, and if a US rider wins I can only sympathize for his friends and family.

What does this mean to us, as retailers? Think of your next customer, with a fragile interest in road riding. All they’re hearing is “Roadies are Dopers” from the tour coverage. (Denials have been going on for years, but a clean pro sport would have cleared this up years ago.) Truly interested riders will not be affected, but the new riders will be disinclined to join a group with that reputation. Will it have an effect on sales? I hope not, but I may know better.