Seeing is believing: How Deignan made womens cycling cool

Lizzie Deignan will retire at the end of the season

To have the Lloyds Tour of Britain Women back on the road after some troubled times is a blessing for womens sport.

And two 19-year-old British riders competing in the event and making a significant impact on road cycling globally are explaining who inspired them to take up the sport.

At a luxury hotel on the outskirts of Darlington, Imogen Wolff looks across at two-time Tour of Britain winner Lizzie Deignan, a little uncomfortably, to tell her that the speech she delivered following her momentous 2021 Paris-Roubaix win is the reason she is at a bike race at all.

Alongside her is housemate Cat Ferguson, the current junior road race world champion and rider for the World Tour Movistar team.

"Youre gonna think Im just saying it because shes sat next to me but it was genuinely Lizzies speech after Roubaix," says Wolff, who competes for the Visma Lease a Bike team.

"There was like a tagline, the women have a space now and were here to stay, and it stuck with me.

"I was riding a bike but it didnt seem very cool, just loads of old blokes doing it. Then after Roubaix I thought this is the coolest thing ever. I remember everything about the race… [you] sliding out on that corner; blood on the bar tape. Its still a running joke with my team-mates when were reconning Roubaix, with me telling them this is the moment I fell in love with cycling."

Fergusons first cycling memory recalls perhaps the other most significant moment in 36-year-old Deignans career.

"It was the first [Olympic] medal, at the time I was six," says Ferguson. "That was my first memory of a big sporting event and Ive always loved cycling and the Olympics since. I was watching it on telly on holiday."

"Well, this is great for my ego!" retorts the soon-to-retire Deignan. "I didnt realise I made cycling cool.

"Theres so many moments in my career girls wouldnt have been able to watch," she adds. "Its difficult to inspire people if they cant even get to see you. The [silver medal at the] Olympics was one of my first performances people could see [live] [as was] Roubaix.

"Most people talk to me now about winning Roubaix - its famous for being tough and relentless. I was sliding all over place, but proved I was able to handle the bike, which blew out any underestimation of us."

Ferguson (left) and Wolff have both won races in their first year as pros

Just as when she delivered that podium speech in Roubaix, of which she says "there was pressure on that interview", Deignan chooses her words carefully but effectively here.

The "underestimation" she refers to is any suggestion by others that womens sport somehow lacks the same punch or power as mens.

And posts on social media have also had an impact all three agree - and that the impact has been largely positive.

"Social medias had a huge influence on womens sport," says Deignan, who has won many of the sports biggest races, including the one-day Tour de France and Liege Bastogne Liege classic.

"If theres any inequality its called out very quickly, and we are able to present ourselves to sponsors off our own backs; people can become their own brand in sport.

"It has its down side – [Cat and Imogen] are under more pressure than ever. People know everything youre doing and know how youre performing. But it is worth it as long as you learn how to manage expectation and pressure."

Ferguson adds that "it doesnt feel like pressure yet".

"Its all so new and exciting," she says. "Maybe well feel it more as we get older."

But the pressure comes from all areas, including sometimes the top as she recalls an issue with world cyclings governing body.

"In my post-race interview in the London 2012 Olympics, I was asked to shake the hand of the UCI president [at the time Pat McQuaid] and I was a little bit annoyed. He was doing nothing for the female side of the sport and was getting away with it.

"I took that opportunity to speak up in the press conference. [As] the first medallist for GB, suddenly you become the headlines – it was quite daunting.

"Im still happy I did it. Its the way Id been brought up. It didnt seem like a big deal to me to shout about the inequality I was facing.

"But I realise now its not as easy for everyone to do that, confrontation isnt comfortable for everybody."

"The work Lizzie has done in the sport enabled me and Imogen to have careers," concurs Ferguson. "Ultimately to get paid when we are 18, [when] I dont think it was possible for Lizzie to do that when she was 18.

"Theres also so much more legislation in cycling, such as maternity pay and its down to Lizzie."

Theres little doubt Deignan lived and breathed the bike, coaching herself and using and an "evidence-based" approach to ensure she never left a stone unturned.

But one of the most important factors of preparation appears to have little to do with being an athlete.

"I hear [Lizzie] speak a lot about being a person off the bike, like not being a cyclist," says Wolff. "I dont think a lot of people speak about it - people think to be really pro you have to sleep, eat, train… repeat, so its nice to know that different personalities have a different way of working that can be successful, and you dont have to be this one mould."

"I tried knitting, once," she adds, rolling her eyes. "I was so bored."

"Ive got loads of interests," adds Wolff. "Guitar, baking sourdough, learning Dutch [to help communicate with her team-mates].

"But Im not very good at [sticking with] hobbies when Im not very good at them, so I dont find the first bit very… interesting."

"Im still trying to find a hobby," adds Ferguson, who reminds the room that like Wolff she has only just finished school, and that newly acquired free time is yet to be filled.

"[Lizzies] not just a rider, shes a really lovely, interesting, intelligent person," adds Ferguson. "You can tell through watching her race shes made womens cycling more than a sport and made people want to race."

Everybody needs an inspiration to achieve. Deignan may have been first on the scene for Wolff and Ferguson but many in the sport act as inspiration before her, including Beryl Burton and Nicole Cooke.

"A Little bit like [Wolff] I always thought cycling was, not boring… but an old blokes sport," says Deignan. "[Then] seeing Victoria Pendleton, she was entertainment and she was this glamorous, impressive powerful woman, and as a teenage girl I thought oh wow this could be a good sport and I could fit in.

"You cant be what you cant see, and she was somebody I identified with.

"I just hope going forwards you demand quality at every turn," concludes Deignan to Wolff and Ferguson. "You have it now, but keep pushing for it. Youre both incredibly talented and hard-working.

"You deserve it."