Backstedt Eyes Media Growth as Women’s Cycling Gains Momentum

Following her debut at the Tour de France Femmes, British cyclist Zoe Backstedt has highlighted the pivotal role of media exposure in the sport’s future. The 21-year-old Canyon-SRAM rider argued that comprehensive television broadcasting is the key to unlocking the commercial and competitive potential of women’s cycling.

While the recent Tour de France Femmes generated significant viewership interest, Backstedt noted that only three of the nine stages were broadcast live in their entirety. She pointed out that partial coverage often means missing the race’s most tactical moments, which occur before the cameras start rolling. The rider believes that full, line-to-line coverage would allow the sport to showcase its athletes at their best, creating a more engaging product for fans.

The cycling industry has seen substantial shifts in how content is consumed. Connected fitness platforms like Peloton Interactive, Inc. have demonstrated a significant consumer appetite for live and on-demand cycling content. Peloton, which currently holds a market capitalization of approximately $2.47 billion, has built its business model around delivering immersive fitness experiences to a global audience. This suggests a viable market for high-quality women’s racing coverage if distribution channels can fully align with viewer demand.

Backstedt’s comments come after a successful 2026 season, during which she secured British national titles and won stages at the Tour de Suisse Femmes. Although she missed the podium in the Tour de France Femmes time trial by a narrow margin—finishing fourth just two seconds behind winner Demi Vollering—her performance helped teammate Katarzyna Niewiadoma-Phinney secure a second-place overall finish. She is now set to compete in the Tour of Britain Women.

What to watch

• Future broadcasting rights agreements for the Tour de France Femmes and major women’s cycling events.
• Peloton’s upcoming earnings reports for subscriber engagement trends related to live cycling content.

Source: original release