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I agree that will certainly be the message that comes across to a segment of people. I would definitely recommend listening to some podcasts with Justin not just because their insightful into what they’re trying to tackle but he’s also genuinely an entertaining guy. Something that ties into the lifestyle thing that they advocate a lot for is athletes realising their worth to sponsors as individuals. This cuts both ways in terms of sponsors moving away from offering really bad deals (loaner equipment and very little pay on short term durations) but simultaneously the athletes needing to do the work (self-promotion, social media and generally being someone that people want to look up to in the sport) to justify their value to sponsors.
SoYaap
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I see your point. I wasn’t aware this has always been their approach. To me it just comes across as incredibly pretentious, and makes what they are doing look completely inaccessible to anyone who doesn’t have vast amounts of disposable income.
It’s disheartening to me that they are of the opinion that the best way to get kids interested in cycling is seemingly by telling them it will make them rich.
(I realise my point of view on this is totally irrelevant as a mid 30’s white guy from the UK BTW)