Cycling Broadcaster Ned Boulting Debuts For The Love Of Cycling
Cycling broadcaster Ned Boulting has partnered with Crowd Network to launch a new daily show titled For The Love Of Cycling, marking a major shift in how cycling content is delivered to audiences in the UK.
The podcast will launch alongside the Giro d’Italia and provide daily coverage of the race, followed by continued analysis during the Tour de France later this summer.
New Podcast to Cover Major Cycling Events
The show is expected to deliver comprehensive coverage of the cycling calendar, including:
- Giro d’Italia
- Tour de France
- Tour de France Femmes
In addition to audio episodes, the podcast will expand into social media content and YouTube clips, reflecting the growing demand for multi-platform sports coverage.
This approach signals a broader shift toward digital-first sports media consumption.
Boulting Moves Audience to New Platform
Boulting, known for his 23 years of Tour de France commentary, has moved his existing audience from Never Strays Far to the new platform.
The podcast will feature regular contributions from former ITV colleagues, including:
- Lizzie Deignan
- Pete Kennaugh
- David Millar
This lineup strengthens the show’s credibility and appeal among cycling fans.
Shift in UK Cycling Broadcast Landscape
The launch comes after ITV ended its Tour de France coverage for the first time since 2001.
UK broadcast rights are now held by TNT Sports and Max, placing much of the coverage behind a subscription paywall.
This change has created a gap in free-to-access cycling content, increasing demand for alternative platforms such as podcasts and digital media.
Boulting described the new project as a response to changing audience behavior, where fans increasingly seek flexible and on-demand content.
Crowd Network Expands Sports Media Strategy
Mike Carr highlighted that the company aims to deliver both long-form and short-form cycling content across multiple platforms.
The partnership reflects a wider trend in sports media, where traditional broadcasting is being complemented by digital-first storytelling and direct audience engagement.
Podcasting has become an increasingly important channel for sports coverage, allowing creators to reach global audiences without relying on traditional TV networks.
Digital Content Reshaping Sports Coverage
The move underscores a broader transformation in how sports content is produced and consumed.
Fans are now engaging with:
- daily podcasts
- short-form video clips
- social media highlights
rather than relying solely on live television broadcasts.
This shift is particularly important for niche sports like cycling, where dedicated audiences are increasingly turning to specialized content platforms.
What Comes Next for Cycling Media
The success of Boulting’s new podcast could influence how cycling coverage evolves in the UK and beyond.
As digital platforms continue to grow, more broadcasters and journalists may adopt similar models to reach audiences directly.
The project also highlights how sports media is becoming more fragmented, with content distributed across multiple platforms instead of a single broadcast channel.
Conclusion: Podcast Launch Reflects Changing Sports Media Landscape
The launch of For The Love Of Cycling represents more than just a new podcast.
It reflects a major shift in the sports media industry, where digital platforms are increasingly replacing traditional broadcasting as the primary way fans consume content.
As audience behavior continues to evolve, initiatives like this may play a key role in shaping the future of cycling coverage and sports journalism.
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