03 March 2006
	Overview SUPERSTAR BOOST By Chris Gilmour The iconic Lance Armstrong has driven cycling into the sporting limelight worldwide

Cycling is a large and growing sport in SA, as in most countries. There are about 120 000 registered cyclists in SA and the number is growing rapidly. Part of the boom in cycling stems from the popularity of the "Big Five" cycling events - The Cape Argus Pick 'n Pay Cycle Tour (the Argus); the Pick 'n Pay 94.7 (the Cycle Challenge); the Pick 'n Pay Amashovashova; the Pick 'n Pay OFM Classic in Bloemfontein; and the Pick 'n Pay Hyper to Hyper in Johannesburg. The sport has been given a huge boost, here and worldwide, by Lance Armstrong, seven-time winner of the Tour de France. He has iconic status among cyclists, as demonstrated by the media frenzy that accompanied his whirlwind tour to SA in January. The Argus has grown tremendously since 1978, with 35 000 cyclists now taking part. It's the largest timed cycling event in the world. It's been capped at 35 000 for safety and logistical reasons but the Cycle Challenge - which attracts 28 000 cyclists and is the second-largest global timed cycle race - is destined to overtake the Argus in terms of numbers during the next five years. Getting kitted out for cycling initially can be costly, but thereafter the sport is not expensive. A good entry-level road bike can be bought for about R5 000, and you will pay as much as R80 000 for a specialised machine. It's not known what the total value of cycling is in SA. But the sheer number of cycling enthusiasts in SA has spawned a huge industry. The value of the bicycles in last year's Cycle Challenge was R125m, which gives an indication of how much is spent on this sport. Considering that the Cycle Challenge attracted 28 000 cyclists and the total number of cyclists participating in regular cycling events is about 120 000, it makes sense to multiply the R125m by about four times - R500m. Recreational cyclists probably constitute at least another 120 000 cyclists, though they probably don't spend as much on their equipment as the competitive cyclists. And that's just the value of the bikes. Add in the value of sponsorships for all of the cycling teams and other affiliated areas, as well as equipment such as helmets, shoes, clothing and nutritional supplements, and the numbers just keep mounting. It's probably fair to assume that the total value of cycling in SA is between R750m and R1bn. But the value of cycling extends beyond that. In a recent study (2003) of the economic impact of the Argus on Cape Town, it was discovered that the Cycle Tour generated about R317m for the city. Of that, the bulk (R218m) was spent on accommodation, meals, entertainment and other services.