From Fan to True Fan: Building Loyalty

From Unchained to Understanding: How One New Fan Found His Place in Pro Cycling

The world of professional cycling can seem impenetrable to outsiders, a complex web of team dynamics, obscure terminology, and grueling races. But as one newcomer discovered, sparked by a Netflix documentary and fueled by a relentless curiosity, finding a foothold in the sport is possible – and deeply rewarding.

Holly Johnson, one of the hosts of The Beginner’s Guide to Pro Cycling, a new podcast from Escape Collective, embodies this journey. The podcast unpacks the sport from the perspective of someone coming to it with fresh eyes, a perspective that resonates with a growing audience. “Being a new fan to cycling doesn’t have to mean you’re someone like me who barely knew the sport of professional cycling existed before the Netflix documentary Unchained came along,” Johnson explains.

Initially, Johnson’s understanding of cycling was limited. The Tour de France was the only race he recognized, mistakenly believing it circumnavigated the entire country of France. He was unfamiliar with jersey colors, other races, the team structure, sponsorship models, cyclocross, or even basic terminology like “bidons” and “soigneurs.”

“I did not know about jersey colors. I did not know about other races… I did not know it was a team sport,” Johnson admits. He wasn’t alone. Many are drawn to the sport through tangential exposure – a grandfather’s summer tradition of watching the Tour, a partner’s fervent fandom – but remain on the periphery.

The key, Johnson found, wasn’t just exposure, but caring enough to seek understanding. His initial interest was piqued by Escape Collective’s podcast reviewing Unchained, followed by their Tour Daily podcast. In July 2024, he signed up for a membership deal, and continued the subscription even after it expired, a clear sign of growing engagement. He began regularly reading Escape Collective newsletters, which ultimately led to a pivotal moment.

A member survey revealed that tech-focused content was in high demand. This resonated deeply with Johnson, who found himself obsessing over details like cassette gearing and drag coefficients. In a late-night email, he pointed out that the survey likely hadn’t captured the voices of newcomers like himself – those on the fringes of fandom who wouldn’t typically respond to such polls, but whose questions were equally valid. He initially jotted down 20 questions, then sent a total of fourteen pages of queries to Andy van Bergen, Escape Collective’s Membership Manager.

“That’s what it’s like to live in my mind,” Johnson quips. While some questions could be answered through online research or AI, many required the insight of a seasoned cycling enthusiast – someone to “bring me into the fold.”

Escape Collective rose to the challenge, recognizing the potential to cultivate a new generation of fans. A little over a year later, The Beginner’s Guide to Pro Cycling was born. Johnson has since forged connections with fellow cycling enthusiasts and found guidance from Iain. While many questions remain, he’s found a community and a passion he didn’t know he was missing.

This journey wasn’t about finding a side hustle, despite his busy life with a job, a teenager, and a mortgage. It was about finding solace and a sense of wonder in a chaotic world. “As the world around me feels more and more chaotic… I find thinking about cycling helps my busy mind rest,” Johnson reflects. He’s captivated not by the potential for injury, but by the sheer audacity of athletes tackling monumental climbs. “It’s that I’m awed to see someone look up at an Alp and say ‘I can conquer that.’ And they can. And they do.”

Johnson’s story is a call to action for longtime cycling fans. He urges them to reach out to those who are curious but hesitant, to share their knowledge and passion. “Chat them up. Invite them to watch a stage of the Tour together… Tell them all the back stories; fill them in on the team drama.”

Want to get started? First check out the podcast episode of The Beginner’s Guide to Pro Cycling that goes with this article. Then come back and post in the comments (or go crazy and post in Discord!).

Step one: take the test!

You are probably a newcomer if two or more of the following are true:

• You feel like a newcomer
• You have only been paying attention to pro cycling since watching Netflix’s Unchained
• You have never referred to yourself as ‘a cycling fan’
• You do not know what a can is
• You could guess, but you don’t really know if the word ‘bonus’ means adding or subtracting in cycling.
• You can’t name more than one Tour de France winner before 2020
• You don’t know which teams are sponsored by Cervelo vs Pinarello bikes
• You’re not 100% sure you could identify The Basque Country on an unmarked map
• You don’t know what color the points jersey is for any race other than the Tour de France and until hearing this you assumed it was green
• You do not know the difference between a crit race, a cross race, and a road race
• You do not know what Haribo is

Step two: Find Your Pro Cycling Name!

• If you are under age 26: Your first name is the brand name of the last food you ate that was not home made. Your surname is the first word of the latinate name of your favorite animal.
• If you are under age 33 but over age 26: Your first name is the name of whatever medical product is closest to you. If it’s a prescription medication, shift it to the generic if you know what it is. Your surname is whatever confection (candy, pastry etc.) is closest to you, preferably pronounced in the accent or tone of your favorite rider.
• If you are age 33 to 45 (Ah, the silver fox!): Your first name is the name of the first classical musician who comes up in a web search who has your same birthdate and month and day. Shift to feminine or masculine version as preferred. Your surname is the color of the shirt or dress you are wearing in the language of the closest mainland European or Scandinavian country to which you are presently located (but not the country you are in).
• If you are age 45 to the age where you are old enough to qualify for a pension: Your first name is the brand name of the product closest to you that has one (e.g. Ikea, Kellogg’s etc.). Your surname is the surname of the General Manager of your favorite cycling team (at any level).
• If you are old enough to qualify for a pension: Your first name is an anagram for the part of your body you most recently injured. Add van or von between your first name and surname, depending on whether ‘a’ or ‘o’ is closest to the first vowel in your own name. Your surname is the first name of your childhood paediatrician or last name if that’s the only one you can remember.
• If you are an actual pro cyclist: Whoopee! Nice work on those thigh muscles. You get to keep your name.

And then… Post in the comments: Your Pro Cyclist Name, Location, Newcomer or old fan? A question from newcomers or word of wisdom from the old fans.