A momentous occasion for women’s cycling

For over 80 years, men and women around the globe have fought to create a women’s Tour de France. There have been many attempts which have struggled to stick, but PSS believes the TDFF is now here to stay.

The ASO (Amaury Sport Organization), who run the men’s Tour de France, have decided to get behind the women and have created an 8-day stage race, the start coinciding with the finish of the men, on the Champs Élysées in Paris.

Fans turned out in their numbers, with more than three million tuning in on French TV alone. Most importantly, the fans continued to show up throughout the following stages of the race.

PSS Delegation at the Inaugural Days

Paradigm Shift Sports were grateful to attend the first few days of the event, with Annette Edmondson (Athlete Manager), Lisa Jones (External Lawyer) and Camila Vargas (Business Strategist) pictured here next to the Maillot Jaune.

“This is a huge step for women’s cycling. The build up, the fans, the sponsors and the extensive, worldwide coverage of the event is going to change the sport entirely. We’re so excited to be here and be part of this moment,” said Annette.

We wish our athletes, Alexandra Manly (BikeExchange), Audrey Cordon-Ragot (Trek-Segafredo) and Nicole Frain (Parkhotel-Valkenburg) all the best for the remaining 3 stages of what some call, the first ever Women’s Tour de France.


July 29, 2022



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