The Diversity Status Quo
- Miles Baker-Clarke
- May 2
- 5 min read
For the April issue of BikeBiz Magazine, the leading industry publication in the UK, I was asked the simple question: what's the state of diversity in cycling in 2025?
That's a simple question with a not so simple answer. To begin to tackle that big topic, I pulled in 3 friends and contributors to Cycling Culture Club, who I thought would have unique perspectives and experiences based on their own diversity and intersectionality. A big thanks to them for their honesty and insight, as well as their time.
The Diversity Status Quo
Diversity is a concept that’s difficult to bottle. By its very nature, it doesn’t stand still, a bit like clouds, it can be difficult to grasp and just like the clouds, it can look different to different people.
I have a pretty clear understanding of what diversity means to me, but if there is one thing I’ve discovered on my journey so far, it is that my definition is not necessarily your definition, and my priorities for improving diversity are not necessarily your priorities; they are defined by perspective and lived experience. Does that make either of us right? No, I don’t think so, but it does make it ever more important that we all remain open minded to what diversity means to one another, only then can we start to quantify it, only then can we look to change it and only then may we start to understand the way forward.
The Oxford Language Dictionary defines diversity as:
“The practice or quality of including or involving people from a range of different social and ethnic backgrounds and of different genders, sexual orientations, etc.”
I would say this rings pretty close to my definition of diversity, but my observation of our industry is that at worst, diversity is an afterthought and at best, ‘diversity’ is oh so very narrow, focusing on one group or another instead of addressing the wider issue, the very opposite of that definition that you’ve just absorbed. I don’t mean in any way to disparage any efforts to diversify our industry, but I do think it’s important to recognise that when we talk about diversity, we need to talk about all aspects.
Who me? I'm Miles and I'm the founder of Cycling Culture Club, Head of Strategy at Fusion Media and an advocate for diversity in cycling
My first experience of this, and the catalyst to start my own diversity and advocacy journey, came when I had a conversation with one of the organisations that represent our industry. I found their ‘diversity board’ to again, be oh 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 as many underrepresented groups as possible. Preparing to write this piece, I spoke to three people, with very different lived experience, 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
“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 Agyapong - 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 marginalization.
It’s a myth that everyone starts this race on equal footing. A so-called meritocracy ignoring the fact that the cost of participation isn’t just financial—it’s shaped by systemic inequities that dictate who gets to show up in the first place and how they are allowed to.”
Jess Morgan - Marketing Manager at Rapha
“Even in the most welcoming environments, being from an underrepresented group in cycling carries an invisible weight. The subtle but persistent awareness that you're the only one like you on the group ride, in the bike shop, at the event or race.
You may have supportive teammates, friends or colleagues who treat you with respect, but you still feel the unspoken burden of representing an entire community (or more than one, the more intersectional you are).
As a minority in the cycling space, you have a decision to make around how much of your authentic self you bring into the sport you love, and how much you advocate on behalf of your community. You constantly wrestle with whether it’s enough / not enough / too much? The emotional labour can be draining, and it can affect how you show up day to day.”
–
Where lived experience collides
Though the three people here know each other, they had no idea they’d each be contributing to this piece together, and it is fascinating to see the similarities that crop up. Themes of isolation, an invisible responsibility and a need for systemic change to create lasting growth.
An industry that cannot find a way to properly communicate with, inspire and galvanize entire sections of the addressable market, is doomed to stagnate. One that can recognise its shortcomings by looking inward, and change the way that things have always been done by looking outward, has the opportunity to flourish.
Originally published in BikeBiz Magazine's April issue
About the contributors
Lindsey Walker - Linkedin
Comments