British Cycling Seeks To Draw 1 Million Women To The Sport By The End Of The Decade

British Cycling has "unveiled ambitious plans to get 1 million more women into the sport by the end of the decade," backed by medal winners including Jess Varnish and Becky James, in a bid to convince them it is not only for "men in Lycra," according to Owen Gibson of the London GUARDIAN. Widely praised for boosting grassroots participation while also delivering spectacular elite success at the Beijing and London Games, "there is a hope among the sport's administrators and government officials that it can now help tackle long-standing issues preventing more women from taking more exercise." British Cycling has already enjoyed some success with its Breeze network, but a new strategy launched on Monday "has pledged to go much further to involve women at all levels of the sport." The governing body "will seek to rebrand it to make it more attractive." There will be a particular focus on recreational rides and "get into cycling" trial sessions at facilities across the country (GUARDIAN, 3/25).