Cherie Pridham becomes first woman to take sports director role at men’s WorldTour level
Pridham recently announced the closure of her Continental team Vitus Pro Cycling


Cherie Pridham will become the first woman to take up a role as sports director in a men’s WorldTour team, as she joins Israel Start-Up Nation.
Pridham, a former pro who has a long history of running men’s teams, recently announced the closure of her British Continental squad Vitus Pro Cycling, after 11 year of running Conti outfits.
Israel Start-Up Nation has been making some major signings for 2021, as they try to build the team around their new Grand Tour leader, Chris Froome.
Pridham said: “I feel truly proud and privileged to be the first woman to serve as a sports director at the WorldTour level, joining one of the best teams in the world and being entrusted with great and legendary riders.
“So, for me, I want to get it right because when I do, I know that it will inspire others to take the same journey and that really does mean something to me.”
After a 15-year career as a pro, cut short by a hit-and-run in 2006, Pridham turned her attention management with Team Raleigh, eventually coming to own the squad.
She said: “My role is directeur sportif, not female directeur sportif, and I know that I’ll be expected to concentrate on that aspect. I’ll be tackling the very same issues as my colleagues – I’ll make the same mistakes and have the same successes too.”
“I have dealt with male cyclists all my life, so I do not see the move as any different in that regard.”
Israel Start-Up Nation, the first Israeli WorldTour team formed from a merger between Katusha-Alpecin and Israel Cycling Academy, has been growing in strength for 2021 after signing four-time Tour de France winner Froome from Team Ineos.
Mike Woods, Paddy Bevin and Daryl Impey will be among those joining the squad, while the team will have a strong British contingent with Froome, Pridham and Alex Dowsett.
>>> Rod Ellingworth leaves Bahrain-McLaren after just one season
ISN co-owner Sylvan Adams said: “Cherie has the distinction of being the first female sports director on a men’s WorldTour squad. She has earned this position through her experience and success in various roles on both women’s and men’s teams.
"Cherie is a true professional and will have an opportunity to work with the very best riders in the pro peloton. I welcome her to Israel Start-Up Nation. I’m very excited for the coming season.”
Thank you for reading 5 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
Alex Ballinger is editor of BikeBiz magazine, the leading publication for the UK cycle industry, and is the former digital news editor for CyclingWeekly.com. After gaining experience in local newsrooms, national newspapers and in digital journalism, Alex found his calling in cycling, first as a reporter, then as news editor responsible for Cycling Weekly's online news output, and now as the editor of BikeBiz. Since pro cycling first captured his heart during the 2010 Tour de France (specifically the Contador-Schleck battle) Alex covered three Tours de France, multiple editions of the Tour of Britain, and the World Championships, while both writing and video presenting for Cycling Weekly. He also specialises in fitness writing, often throwing himself into the deep end to help readers improve their own power numbers. Away from the desk, Alex can be found racing time trials, riding BMX and mountain bikes, or exploring off-road on his gravel bike. He’s also an avid gamer, and can usually be found buried in an eclectic selection of books.
-
-
Marxism meets meteorology on Tour de France stage two's Great Belt Bridge
The peloton will ride across the Great Belt Bridges on the way to Nyborg on Saturday afternoon, with wind forecast
By Adam Becket • Published
-
Meet your robot coach: Here are our predictions for ‘the next big thing’ in training tech for cycling
From real time performance monitoring to training plans created by machine learning – what could be the next smart training tool that you need to know about?
By Joe Laverick • Published
-
'I didn't know if I was going to get back on the top step': Daryl Impey on 'special' Tour de Suisse victory after breaking pelvis in 2021
South African takes first win in over two years, his first for Israel-Premier Tech
By Adam Becket • Published
-
'I'm trying to get back to my old self again' — Chris Froome achieves his best result since 2019 horror crash
Chris Froome finished 11th at the Mercan Tour Classic Alpes-Maritimes on Tuesday, his best result for almost three years
By Adam Becket • Published
-
'Tough' but 'nice': The Tour of the Alps through the eyes of the race's only sprinter
Giacomo Nizzolo raced the Alpine stage race despite there being no sprint opportunities
By Adam Becket • Published
-
Chris Froome: Being competitive at Tour de France would be a 'dream scenario'
The Israel-Premier Tech rider on being back at his normal level, appreciating his past, and aiming to have form late into the season
By Adam Becket • Published
-
Israel-Premier Tech withdraw from Tour of Flanders for medical reasons
WorldTour squad already depleted by illness and injury hit by second Covid positive
By Adam Becket • Published
-
Hugo Houle is still happy to be at Paris-Nice, despite being last Israel-Premier Tech rider standing
Almost fifty riders have abandoned the French stage race so far, as illness rips through the bunch
By Adam Becket • Published
-
Israel-Premier Tech down to one rider at Paris-Nice as illness rips through peloton
Neilson Powless, Matteo Trentin and Dylan Groenewegen among 18 riders to drop out ahead of stage five
By Adam Becket • Published
-
'I rode 17 stages of last year's Tour de France with a broken back - I'm not a person who gives up': a grateful Simon Clarke signs for Israel-Premier Tech
The Australian had set himself the deadline as the end of January to find a new contract
By Chris Marshall-Bell • Published