Tom Varney | Inside Lifeplus-Wahoo: challenges, resilience, and future ambitions

Ever wondered what it takes to manage a professional cycling team on the cusp of a major race? Tom Varney, the General Manager of Lifeplus-Wahoo, joins us on The British Continental podcast for an eye-opening discussion on the eve of the Tour of Britain Women. 

Tom discusses the importance of the race for British cycling teams and riders, highlighting the what it means for exposure and sponsorship. We also explore the mix of WorldTour and Continental teams in this year's edition, and why it presents opportunities for the Lifeplus-Wahoo team. 

The conversation touches on Kate Richardson's horror crash just days out from the race when she was knocked off her bike by the driver of a 4x4 vehicle. 

Tom's disappointment at not being selected for the Tour de France Femmes this year is palpable, but hear also reflects on the silver-linings to non-selection. Tom sheds light on how they're revising their calendar, seeking alternative races, and revising the team's approach. The implications on morale and commercial aspects are significant, but the team remains hopeful and forward-focused.

Tom takes us through the team's plans to step up to ProTeam level in 2025 and the hurdles that will need to be overcome to make that happen. We reflect on the growth of UCI Continental teams in the UK .

In the final segment, Tom considers what has enabled the team to continue for so long, and reflects on the team's past successes and achievements as the it nears its ten year anniversary. 

Transcript

Speaker 1: 0:06

Welcome to the British Continental Podcast, the show shining a light on stories about British bike racing teams and riders at the domestic level. So we're on the eve of the tour of britain women, and today I'm joined by tom varney, general manager of life plus. Wahoo, I think that's the correct term for you, tom, although I guess you juggle many roles at that team.

Speaker 2: 0:38

Welcome, anyway, to the british continental yeah, thanks, denny, thanks for having me. Um, yeah, general management general manager, sorry is my official term um, uh, co-owner, co-founder, uh do a bit of marketing, social media partnerships, bit of performance stuff. Jack of all trades, master of none, I think.

Speaker 1: 1:00

Well, we'll come on to come on to that juggling act a bit later, tom, but we should say for the listeners' benefit you've got a bit of a cold at the moment. So if you sound a bit nasally, that's not your normal voice, it's just because you're getting over a cold, which hopefully you'll be better for by the time the race starts tomorrow.

Speaker 2: 1:18

Yeah, absolutely Just getting over something, so apologies for everyone's ears listening to this over something, so apologies for everyone's ears listening to this.

Speaker 1: 1:27

So we mentioned the tour of britain women already. Tom, how much are you looking forward to the race and how important is it that the race is happening this year for a team like yours?

Speaker 2: 1:36

yeah, I'm personally really excited. Um, we have a lot of fantastic memories from the tour of britain. I'm not going to go into the details of the history and the changes that we have, but it's fundamentally a really amazing opportunity for us as a British team and, I think, in general for British cycling for the men and the women both to have a very high level race here, and I think the Federation have done a really fantastic job with getting things together. Obviously, we had it cancelled and then back on the program, which means it's maybe not, um, it's maybe not in the way that they initially planned in terms of only having four women's world tour teams here, etc. But I think they've done a grand job putting everything together.

Speaker 2: 2:26

Um, especially with the new lloyd sponsorship, for example all of those things um really have it set up to be a fantastic week, um, with a yeah, a lot of coverage, a lot of media. I think it's exactly what, um, british cycling really deserves a really headline, headline event. Uh, obviously, we had ride london as well, so these, these two weeks are always the most important for us, um, as a british team to yeah, sponsors, uh, a lot more interest in the uk media. Uh, yeah, racing in front of our fans. That only two times. We do that. Um, we're in 11 12 countries per year, so it's uh, we don't tend to race here so often, so that's also nice to meet our fans face to face and um, and yeah, to race on home roads what difference does it make, in terms of sponsorship for the team tom having a race like this in terms of attracting new sponsors and maintaining your existing relationships?

Speaker 2: 3:26

the, the sponsors that we have, and throughout the recent history of the team, we've we've evolved slightly to more an international team. So we have um only four british riders this year. We have british sponsors, but they also have an interest on the on the continent, um life plus, for example, their largest market behind the us is germany. Uh, wahoo, obviously a global company. Um. So, yeah, we we have some uh interest, of course, but it's not the full focus. Um, I think, generally going forward, it will also have a big, a bigger impact in terms of having a conversation with potential sponsors, having a conversation around activations for that UK market.

Speaker 2: 4:09

We don't participate in the British National Series as a team, but our riders have been there. We've won two of the series this year with Ellen Cycle Classic and Kate in Lincoln. So, yeah, we have a presence here, but it's not everything that we go after. We have to find the balance between uh uk versus europe, also world tour versus lower level races, and we try to tailor the uh, the program that we do between individual rider goals, team goals, commercial goals, um, and it's a bit of a juggling act, but it's uh I think it's we're going in the right direction for sure yeah, and in terms of the race itself, tom you you mentioned earlier, it's perhaps not where british cycling want it to be in the future.

Speaker 1: 4:56

This year, uh, just four stages, uh, only 90 riders, I think, on the start list now after the withdrawal of a team. So it and it feels quite lopsided because on the one hand you've got sd works pro time with lotto, capecchi and the rena, and on the other side you've got six uci british continental teams uh, and some of those aren't as established as your team, tom. Some of them, uh, will be fielding riders, that kind of juggle day jobs and are riding a race of this size and magnitude for the first time. So what impact do you think that will have on the racing?

Speaker 2: 5:39

For us personally, for us as a team, it's a massive opportunity. The race still holds its world tour status and the the world tour level is going higher and higher every year and we see maybe where two years ago we would be able to be yeah, top 10. There'll be two, three Conti teams in the in the top 20. Now that's top. Now that's top 40, right. So the World Tour is getting bigger there, developing riders quicker, so the riders are going through the system quicker into the World Tour. I think that's a really great thing the UCI, of how they've evolved the World Tour. Now the next level needs to come and I think we'll go on to that shortly, denny. But, um, having the amount of content teams that we have here, I think, will make it super exciting. It'll make it a little bit more uh sorry, a little bit less predictable the. There's going to be a wealth of talent here that want to show what they can do. We're one of those teams that also want to show ourselves really well. I think it's great we have all the British teams here. We were also in their position in 2016, 2017, where we were racing Ride London Women's Tour as an amateur team, as it were, and yeah, I think it's great to have that opportunity as well to grow and show themselves. And on the world tour side, yeah, I think it's great to have that opportunity as well to grow and show themselves. And on the world's outside, yeah, sd Works are in control of most races. Even if they're not riding on the front or they're not chasing, they still have control of races. So I don't think that will change for sure they're the ones that would be aiming. They'll be disappointed if they're not on the top step. They'll be challenged by DSM and some of the other teams. So, yeah, it's an opportunity for us.

Speaker 2: 7:32

We have to also balance our goals and, yeah, I'm quite confident the way we've been racing since early May. I think we may have also spoken privately, but we weren't quite satisfied with where we were during the Classics and the Spring, so we had some conversations after the Classics period From Brittany in early May. We've really been a bit more pleased with the results, but not only that the process, the way of working, some of the behaviour changes that we've asked for. Yeah, again, ride London last week was really great. We had a podium with Babette in Holland and another top 10.

Speaker 2: 8:09

So, yeah, we're a little bit happier with the way things are going, and this race is just another important step for us to really show what we can do. We would like to be on the podium, we would like to be top 10 overall, maybe a little bit more if we can. But yeah, we have to see, uh, how the racing goes, and it's uh, it's also a busy period with, with national championships coming and after that we we head to touring as well and of course you've had to make a last minute change to your lineup.

Speaker 1: 8:41

Uh, we got the news yesterday on social media that kate richardson, winner of the lincoln grand prix this year, uh, great up and coming talent uh was knocked off her bike by a four by four in a what looked like what looked like a horrendous accident.

Speaker 2: 8:59

Obviously we all wish her well for the british continental uh team but, tom, that must have been quite a shock for you and for the team and obviously Kate in particular yeah, of course, um, that situation that kate's going through is probably the cyclist's worst nightmare really, and, um, it's something that I worry about for when I go riding, it's something that my partner worries about when she rides. Everyone will will be, yeah, aware of that situation as a possibility. Unfortunately, um, yeah, it's, it's happened to Kate in our team and, yeah, we have to be there to support her through that, and it's not just going to be the physical injuries, but also mentally, when she's, in a way, she's able to get back on the bike. So that will be a process. Unfortunately, it's another process that Kate has to go through herself.

Speaker 2: 9:58

She has a couple of injuries the last 18 months or a year. So, yeah, she refracted her scapula, which she she did not so long ago. So, um, yeah, she came back. She's extremely determined and has such a positive mindset. Um, I think it's undoubtedly been knocked, but I think she's a wonderful person and, for sure, no one deserves that. So, hopefully she can bounce back again. I think she's going through the report with the police and things and maybe not even come to terms with actually what's happened yet After, after, yeah, maybe end of this week, that will happen. So we will, we'll support as we can and, yeah, we'll give you news when we, when we have, when we have more, but hopefully she'll be, hopefully not too, not too knocked back. But yeah, it's it not to not to knock back but, yeah, it's uh.

Speaker 2: 10:58

It's something that um has hit everyone really, and we saw on her social media other cyclists, other races, other teams also uh white messages, you know.

Speaker 1: 11:04

So I think it affects um a lot of different people, uh, not just uh elite level cyclists yeah, it's something that I guess seems to becoming more prevalent, uh, and it's not clear whether that's something that I guess seems to be coming more prevalent, uh, and it's not clear whether that's kind of, I guess, empirically supported or whether that's because we see it more often on social media, but it still, I guess, creates a a different kind of climate, doesn't it, for cyclists out on the road these days, not just in the uk but in europe too.

Speaker 1: 11:32

But anyway, wish kate well and uh, glad to hear that you'll you'll be supporting as much as you can over the coming weeks and months. We should move on to back to the racing side. Tom and I know well, I guess talking about kind of difficult news you got the news a few weeks ago that you weren't selected for the Tour de France fan this year. Obviously, you rode last year's edition, saw you on the road, tom, um, but uh, what impact does that have on the team? For sure it's a big blow.

Speaker 2: 12:09

Everyone's calendar had the Tour de France and you know well, this year was August, um, and we kind of built various things around that um, so, yeah, it was a big. It was a big blow, um, to the riders, to the staff, to uh the team commercially. Um, a lot of disappointed uh people there that we had to manage. But, um, yeah, I thought personally, I thought we did enough to be there. Um, I I'd kind of said, uh, not so long ago to you that we weren't quite happy with with our spring, so, performance wise, maybe we didn't deserve to be there. But I think, based on, uh, our stature being also british team, with the sponsors that we have, with the um last two editions of how we rode, I really felt we did enough to be there.

Speaker 2: 13:04

But, of course, um, the yeah, the aso they make their choice and we we go along with that. We respect that. We initially found out via social media, which was pretty shocking, but, having gone through the process for there, so we understand some of their thought process behind that and they've not closed the door for the future. So, yeah, we have a good relationship with them. We raced a few of their races this year as well. So we hope to be back there and keep building. Maybe we'll look back and think, uh, it was something that we needed to uh, give us a yeah to sharpen our minds really to go forward and and refocus on, uh, some of our priorities as a team.

Speaker 2: 13:47

And, yeah, we, we look forward to being back there in the future yeah, how much of a surprise was it for you I think so, one week before we were introduced to the press officers of the tour uh, at liege, which is normally a pretty good sign, right, um, but so that may. Yeah, I was really 50 50 until that point, and then I was more like 80 20. I thought maybe it could happen. And, yeah, we started making a few more plans and then, uh, and then I was more like 80-20. I thought maybe it could happen. We started making a few more plans and then we found out. So, yeah, I think there was some points where we were on the list and then we weren't on the list. So I also don't envy their job. There's a lot of really strong Conti teams there. So, yeah, I, yeah, everyone there deserves to be there, and we, uh, we have to, uh, we have to catch up, we have to do what we need to do to be there again.

Speaker 1: 14:44

So, yeah, I mean, how does that change things for you? I think you mentioned in an interview with cycling weekly that was your plan a. Uh, now you have to come up with a plan b. How does that change your season and how you approach it?

Speaker 2: 14:59

yeah, we, we very quickly had to email some race organizers very politely, to uh to ask to come to some alternative races, and a couple of them said yes. A couple of said wait and see, so we'll be in france and we'll be racing, but, um, it will be certainly in plan b and there's a couple of one day races that week. So, um, there, yeah, there'll be some racing. We just have to pivot slightly but, yeah, but there'll be, there'll be another opportunity to to win some races. So, yeah, we'll, we'll, we'll focus on that and, uh, do what we need to do and you.

Speaker 1: 15:32

you said maybe you kind of hinted that maybe there's a silver lining in the sense that it will make you kind of rethink things and maybe you'll kind of learn from it and build from it. What do you think you can learn from, from the news?

Speaker 2: 15:50

So I think the very direct feedback we had was they look at the rankings, the points, the results. So, yeah, there's some teams that have more UCI points than us and they go through various different race programs than us, and I think we were aware of that uh situation anyway, um, and we saw uh this year with the level of the world tour, we, we have to really be careful how much we race at world tour level, um, so, yeah, we're going through some, some internal discussions about the future and where, where that lays, and that that is, uh, yeah, the commercial side. It's, it's also on the rider side, um, and race program side as well. So, um, I think, although the world tour races are, yeah, really amazing to be there and to be, to be present there, it may not be, uh, the future or the near future of the team may not be, um, having a majority world tour race program yeah, yeah.

Speaker 1: 17:02

So that's, I mean, I guess, partly reflects what you were saying earlier about the fact that the the world tour is getting stronger and it's harder and harder to get, I guess, top results in in the top races, but also kind of playing the game, you know, recognizing where, where you might be able to pick up uci points across the calendar, rather than necessarily just going for the biggest races sure, and I think we we always focus on the process.

Speaker 2: 17:26

We don't focus really on the results, um, and maybe some of the decisions we made haven't been correct in terms of what's best for the rider, how we see their development, and I think we've reshaped the second part of the year a little bit compared to where we initially thought. So, yeah, we already started that process since the start of May and how we can develop the riders that we have for, uh, for them to reach their goals, for them to develop both as as riders, but also as young women, um, and how that also benefits the team and the sponsors.

Speaker 1: 18:02

So, um, that's already in a in a good way and uh, yeah, we didn't necessarily have to wait until next year to to change things and to put things into practice and you said publicly on record that you hope to step up next year to pro team level, which the UCI is introducing for the first time on the women's side from 2025. Is that still the plan for you?

Speaker 2: 18:28

yeah, I said that. Oh, I think, uh, it possibly went out a little bit earlier than we wanted to, but, but, yeah, that's the intention. We still have work to do commercially. We're still also waiting for the UCI to publish the regulations, but with the work and the conversations that we've had so far, I think it's achievable to be there and, yeah, we're just waiting to really find out exactly what that looks like.

Speaker 2: 18:57

Um 2025 will be our 10th year as a team, so it'll be a really nice way to be like a founding pro conti uh team and to, yeah, to be, to be, to be providing the program that we do. Um, I think we're, I would like to think we're one of the top five teams. To be able to differentiate ourselves between the other 30 odd teams, but also the other five, six British teams, would be a nice thing, a nice step for us to do and, yeah, that's something that's in the works and in the process. We still have a little bit of work to do depending on those final regulations, and that's something that's in the works and in the process. We still have a little bit of work to do Depending on those final regulations and what the cost will be. There'll be a bit of a salary, a bit of insurances that we cover World Tour level insurance anyway, and we have the opportunity to pay our contracts.

Speaker 2: 19:48

So there's a couple of things that will change how many full-time staff we need. I would imagine that will change how many full-time staff we need. I would imagine, and I would hope, that they may look at the race structure as well. So WorldTour teams may not be able to race 0.2 races and they have to look at the world cards for WorldTour, because if there's, say, four or five pro-country teams, which is what the UCI have told me, then they can't all go in the world to wild cards. Right, it just wouldn't make sense. So they have to. They've got some work to do there. Um, we were promised in three weeks you get three four weeks ago, but we've not had them yet.

Speaker 2: 20:23

So we have to uh, wait and see so yeah, yeah.

Speaker 1: 20:27

So so you need to have a look at the detail before you can make any decisions.

Speaker 2: 20:30

And from what you're saying, yeah, exactly, and probably need a little bit more budget commercially.

Speaker 1: 20:35

So, yeah, there's there's a lot of conversations ongoing, but that's the aim for sure you mentioned just now that there are obviously six UCI continental teams in the UK and I just wondered what your thoughts were on on the apparent growth of the women's side of the sport in the UK. I know that you operate on a kind of different level to the others, but do you see that as a positive sign for the way things are going in the UK?

Speaker 2: 21:03

I knew you were going to ask me this question. Truth be told, I'm really torn on the subject because, in one hand, I think it's really amazing. The National Series participation numbers are great and I really feel that the level is going up. On the other hand, we see, uh, france, spain, putting minimum um requirements in for their country teams and their, their numbers have gone from eight to two or or, yeah, they're coming down. So we see on our, in our system, the opposite. But I also really really appreciate teams like um alba stepping up. I think they're doing really amazing things. Uh, of course, that's as well. They were. I think they were running a double program during wide london and also in czech, and they were doing, they're doing, some of the program that we were doing in 2016, 2017, and that is a really important level.

Speaker 2: 22:00

Um, and that, and, like I said, even for us, the gaps really growing between conti and world tour. So, um, yeah, I I'm really torn on the subject. You know, I think you can find the negatives if you really want to find them, and you've also really, uh, promote the positives, and I I see both of them. Um, I would imagine the salaries are not necessarily there, but then, are they provide? Are they, is their aim to provide a professional, uh, setup? And I, yeah, I think it's really, when you talk about that, it's a really touchy subject, because we were also in that position when we started, right. So, um and for sure, we can also do more now where we want to do more now, but we're also limited in that. So I think, um, I think I'd much rather just stick with the positives and say that the growth there is a good thing and I think, with the momentum that we have, I think it's really important to try and capitalize on that.

Speaker 2: 23:06

That goes for ourselves, it goes for the other 16, and to grow commercially, to grow the program, bring new people on board. The Lloyds partnership with the federation should be something that brings more brands in, whether that's at a federation level or team level, and I think that when you look also on the men's side, it's probably gone the opposite way, right. So we also have to be very, um, positive about that, and the opportunities for younger women now probably outweigh the opportunities for the younger guys who, um, yeah, in eos don't have a development team, for example. I know they don't have a women's team, but they don't have a development team. So you're seeing a lot of young british, british guys going straight to Europe, straight to world tour devo team. So yeah, I'd much prefer just to say stay with the positives and say that it's a good thing for the sport, and I think only time will tell, but I think there's a lot of good people doing a lot of good things there.

Speaker 1: 24:13

Yeah, I mean I could spend hours debating the merits of whether there should be minimum requirements for UCI continental teams in the UK, but we should move on because we'll lose a lot of listeners. So, tom, you mentioned the fact that next year will be your 10th year, so this is your ninth year as a team. I think that makes you the longest British running team, apart from Ineos Grenadiers. So I just wondered, tom I mean, you've had your ups and downs over the years as a team. I guess probably personally as well. With all of that, what's enabled you and the team to continue for so long, do you think?

Speaker 2: 24:51

I sometimes wonder the same thing, denny, yeah, a lot of ups and downs, personally and professionally. I think, uh, yeah, even this week, like with kate, like the, the sport that we, that we're involved in in and I think any sport is a magnification of life, right, so you have one day where you have a really big up. The next day is a really big down moment. There's positives and, yeah, for me, trying to balance two young kids trying to be dad, trying to be partner, trying to be a team manager, like it's it's extremely difficult, but everyone is going through difficult things, and like there's just a severe amount of passion that um drives us to do what we do, um, and still believe we're making a positive impact on on the sport and what we're doing. So, um, yeah, long may that continue.

Speaker 1: 25:44

To be honest, yeah, I mean the team's obviously been a really important stepping stone for for many british riders. If you look back at kind of the riders that have gone through your team, many of them have kind of reached the top step steps of the sport. Um, in part at least thanks to riding uh for drops, as you were used to be called, and the team. That must provide a lot of motivation and I guess uh has been really important for the sport. But for you personally, tom um, will that step up to pro team, if it happens, make it make a big difference for you? Will you be able to draw a salary? Will you be able to have more support around you?

Speaker 2: 26:24

have a different way of approaching managing a team in short, yes, um, yeah, I'm quite fortunate, I'll honest, that I've been able to draw a salary-paid staff. We have quite a large salary outgoing every year on the expense side, so we've really stepped up. Maybe not shouted about it as such, but yeah, the difference between four years ago and now is quite vast. But the one thing that is is always there is that the top part is also growing more, it's growing quicker and we we've made really good steps. But there's that constant thought of how far we are behind as well, which is never a healthy thing, um, but yeah, well, average world tour budget is three and a half million euros now, so that is a significant step up.

Speaker 2: 27:18

So, yeah, I would say pro-conti is part of our process around that is, we also wonder what the future is like if we stay at conti level for a team like ours as well.

Speaker 2: 27:32

So I feel like it's probably the only step we can take, as the team would continue, so yeah, to be there. I think it's a necessary step. For sure, we'll still be quite far behind that world tour level, but we also have to, like I hinted at earlier, just really focus on why we're here and what, what, um, that, yeah, the reason, the reason what we're, why we're doing what we're doing and what the aims are. And, um, try and focus on, yeah, why each rider is in the team, why each, each sponsors with the team, focus on those messages, focus on, uh, the development side still like it is. It's not gonna we're not gonna be taking a huge jump up, for example. So, um, I think it's on the face of it it's a really positive thing and I think it's justification for a lot of people, a lot of the work we've done in the last, uh, nine years. Um, but I think, on the face of it also, it won't change too much.

Speaker 1: 28:35

Looking back over the last nine years, what would you say have been the biggest achievements for the team, the proudest moments for you?

Speaker 2: 28:42

Well, I think there's so many it's very hard to pick one. I mean, within the first three months of founding the team we were running Tour of Flanders with, with girls that had never rode a world tour race before and they were working other jobs. That was a really proud moment. Growing in the first three years into the top 10 in the UCI rankings again had a really nice moment being in the first Tour de France we were I can't remember if Michael was, I think Michael was fifth on the opening stage of the Tour in Paris, the first ever win in Tour de France. That was pretty cool, wearing the white jersey there also. So, yeah, there were so many memories and, uh, uh, hopefully we get to make a few more this week and in the future great.

Speaker 1: 29:31

Well, that seems like a perfect place to leave things. Tom, I really appreciate you taking time out the day before such a big race and uh, to speak to us, and, uh, I hope you get over your cold and your illness over the coming days, tom, and I hope, uh, the race is a really successful one for you. So thanks very much for joining us thank you, denny.

Speaker 2: 29:52

Thanks very much for joining us.

Speaker 1: 29:54

Thank you, Danny. Thanks very much for having me. Thank you for listening to the British Continental podcast. Find out more news and views about domestic road racing on wwwthebritishcontinentalcouk you.