Our History
Founded in January 2022, Paradigm Shift Sports was created to fill the void in women’s cycling by providing understanding, professional representation, management and mentorship for female cyclists. After two years in the business, we realised that male cyclists were facing similar issues in the sport and our path was adapted to be inclusive for all.
We have since provided pathways for numerous non-Europeans into the European peloton, have provided platforms for athlete growth and exposure, increased athlete salaries and improved the majority of contractual elements in our athletes' contracts. We are proud to have successfully connected clients with suitable businesses, employers, and mentors to form mutually beneficial partnerships. Our mission is to develop well-rounded individuals, primed for success in all areas of life.
Meet
our team
ANNETTE
EDMONDSON
Founder / UCI Rider Agent
A retired track and road cyclist from Adelaide, South Australia. Her ten-year track career saw her become a 3xWorld Champion, World Record Holder, Olympic medallist and dual Commonwealth Champion. Through experiencing and witnessing multiple scenarios of unfairness and discrimination within the sport, Annette decided it was time to do something about it, creating Paradigm Shift Sports in order to give athletes a voice, build their confidence and help them achieve as much as possible both during and after sport.
UCI Rider Agent
10 years as a road professional, three world titles and an Olympic silver medal on the track, Alex oozes experience in a high performance environment. Known for creating athlete feedback groups within road teams to improve athlete experience and performance, and naturally assisting teammates with off-bike issues, Alex was the perfect fit to join Paradigm Shift Sports when he retired from the sport at the end of 2025.
External Lawyer - Morgan Sports Law
Lisa Jones is a lawyer and associate at Morgan Sports Law, who qualified in England and Wales in 2019. She has an expertise in cycling matters to include disputes, contracts and regulatory issues
WHAT INSPIREd THE NAME paradigm shift sports?
The term "Paradigm Shift" originated from a conversation between Annette and her father, Steve Edmondson, in 2020. They discussed Chloé Dygert's groundbreaking performance in the 3km Individual Pursuit.
Chloé surpassed a long-standing World Record in 2018, leaving her competition trailing by over nine seconds with a time of 3:20.072. Over the next two years,
Chloé continued to push boundaries, securing another World Title in 2020 with an impressive time of 3:17.283. This achievement, a mere 1.037-second difference from the second-place finisher, showcased a remarkable shift from what was once considered unattainable.
Steve coined the term "Paradigm Shift" to describe this transformative event—a departure from societal norms brought about by individuals who dare to dream, believe, and achieve what was previously thought impossible. Annette found the perfect phrase to define her business goals.
Story of
the logo
The circle depicts the athlete, nurtured by the inner arrow.
The athlete progresses through the different paradigms, upwards and forwards beyond their potential.
People
Support
The Mission
story
of success
FIRST RACE IN EUROPE TO TOP TEN IN THE WORLD
Georgie Howe's impressive journey from professional rowing to cycling success, with Paradigm Shift Sports' support, showcases her rapid rise in just three years, culminating in a remarkable 10th place at the Time Trial World Championships.
READ MORE
READ MORE
OLYMPIC HOPEFUL TO ROBOTIC ENGINEER
Paradigm Shift Sports collaborates with Saab Australia to launch the PSS Athlete in Business Program, offering Alex Martin Wallace, an aspiring cyclist and robotic engineering student, a unique opportunity to pursue her road cycling dreams while gaining industry experience and mentorship for her future career transition.
READ MORE
READ MORE