In the world of professional cycling, the call for urgent financial reform has never been more pressing. Richard Plugge, the CEO of Visma-Lease a Bike, has been an outspoken advocate for change, and he believes that the current business framework is unsustainable and detrimental to the sport's future. As he looks ahead to 2026, Plugge emphasizes the need for immediate action to halt what he describes as a 'downward spiral' within the cycling community.
Since taking the reins of the troubled Rabobank team in 2012, which had been marred by doping scandals, Plugge has successfully transformed it into the thriving Visma-Lease a Bike team we see today. He envisions a brighter future for cycling as a whole, drawing inspiration from the financial models of other sports. His concern is that if changes are not made soon, cycling may risk falling further behind other major sports over the next decade.
During a recent media event held by Visma in La Nucia, Plugge reiterated his firm belief that the Union Cycliste Internationale (UCI), the governing body of cycling, must take decisive steps towards reforming the business model. He referenced successful frameworks seen in sports like Formula 1 and MotoGP, suggesting that cycling has much to learn from these examples.
"It's essential to ensure that cycling remains among the top five sports globally. That's the crux of the matter. Unfortunately, we're losing viewers to other sports. Instead of competing with one another within the cycling world, we should be focusing on competing with football and other mainstream sports," Plugge remarked, highlighting a critical issue facing the sport.
Financial sustainability has become a pressing concern for cycling teams, which rely heavily on sponsorships for their survival. Even with high-profile brands like Lidl, Decathlon, and Red Bull associating with cycling teams, securing consistent funding remains a significant challenge for team managers like Plugge. This ongoing struggle has driven him to champion various initiatives aimed at reforming the sport’s financial structure and race calendar, including the recently proposed OneCycling project, which the UCI rejected in June 2023 due to concerns about its compatibility and sporting coherence.
Plugge pointed out, "Whether we like it or not, we find ourselves in a downward trend in cycling, and the urgency for change grows more critical each day. This situation affects not only the teams but also race organizers, many of whom are facing significant difficulties. To revitalize cycling, substantial changes are necessary."
Despite Visma-Lease a Bike's impressive performance as the second-ranked team in 2025, the team's budget has slipped to around fifth or sixth in recent years. Plugge expressed a pragmatic approach to this challenge, stating that while it's important to keep pace with teams like UAE Team Emirates-XRG, who boast the largest budgets, he believes in nurturing talent rather than simply acquiring expensive riders from other teams. "We aim to develop riders and help them grow into stars that fans will come to know and support," he explained.
Looking ahead, Plugge is a proponent of creating a more robust business model for the entire cycling ecosystem. Simultaneously, he continues to innovate within his own team, exploring new revenue streams such as merchandising and the FoodCoach app. However, he firmly believes that the responsibility for driving significant change extends beyond just his team—it should encompass all teams and event organizers to enhance the cycling landscape collectively.
Reflecting on the state of cycling in 2023, Plugge noted, "It’s clear that cycling is a sleeping giant that warrants an updated business approach." Three years later, his views remain unchanged. Despite the ongoing financial challenges, he finds hope in the increasing recognition among stakeholders of the necessity for drastic reform, particularly as influential figures continue to urge the UCI to listen and respond.
Recently, a new initiative for change was introduced by Escape Collective, reportedly led by Ivan Glasenberg from Pinarello-Q36.5 and Zdeněk Bakala of Soudal-Quick Step. This initiative, distinct from previous attempts like OneCycling, is backed by some of cycling's wealthiest owners advocating for economic reforms within the sport. Although still in its infancy, this movement echoes Plugge's long-standing message to the UCI: fundamental changes in cycling are imperative for its future viability.
James Moultrie, a dedicated journalist recognized for his contributions to Cyclingnews since 2023, has a rich background in covering major cycling events and interviewing prominent athletes. When he’s not immersed in cycling, he enjoys following various sports, including rugby, football, cricket, and American football.
As we reflect on these pressing issues, what do you think? Is the current model of professional cycling truly sustainable, or is it time for a radical overhaul? Join the conversation below!
