It's part of the World Class Start programme. This story was first revealed on in August but has now been picked up by Revolution, the magazine about new media. But where we quoted a £2m total budget, Revolution claims there's a £9m pot!

British Cycling to spend £150k on ‘talent spotting’ website

In an article called ‘British Cycling uses web to find talent’, Revolution magazine said British Cycling – the new name for the British Cycling Federation – would be using a "new-media project worth more than £150 000 to help find potential Olympic champions."

According to Revolution, the British Cycling site is due to launch next April and forms part of the organisation’s £9 million campaign over the next four years to find talent

in UK schools.

News on the British Cycling World Class Start programme was first broken on on 2nd August: we emailed Revolution with the story, and now they’ve run their own version of it.

“This project forms part of Sport England’s lottery-funded initiative to find and support young athletes,” Ian Drake, national talent co-ordinator at British Cycling, told Revolution.

“There aren’t enough kids in the sport and we want to get them involved. The web site will act as a shop front and interactive element to help get the idea across.”

Agency Forma Communications will produce the web site.


2nd August: BCF to rebrand itself as British Cycling…/article.php?id=1537

The British Cycling Federation unveils a new logo in a press release to be sent next week, chopping the word ‘Federation’ from its public face. The rebranding is in recognition of the BCF’s growing role in creating the cyclists – and the cycle champions – of the future. Next year’s £2m World Class Start programme will knock your little white socks off…

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