The reasons for its growing success are varied, but in many ways Cyclo-cross (CX) is the ultimate cycling sport for today. Outdoorsy, action-packed in often purpose-built natural amphitheaters, easy to televise because of its compact racing time frames and perfect for attracting vantage point gate receipts.
The sport also has strong roots in its Belgian and Dutch heartlands and a rich history to build on as it branches out from its European playground.
Cyclo-cross is also growing in America, the biggest economic market in the world, and its roots have even snaked all the way to Australia, with a growing group of pioneers giving it a red hot go.
Clearly there is enough there for the sport to stand on its own as a full-time cycling option for aspiring athletes.
But there is more to be done according to British rider Helen Wyman, who today penned a passionate and ringing call to arms for her sport, telling potential talent that there are riches to be had outside of the usual pathways of road, track and mountain biking.
The piece applies equally to riders here in Australia as it does to those in the United Kingdom.
"I want you all to know that Cyclo-cross is a good career path as a cyclist. You don't have to be an MTB rider, or a track rider. If you love Cyclo-cross, please race Cyclo-cross," wrote Wyman.
"There are good teams at the top of the sport, wonderful people running development teams, there is huge financial reward, there is fame (for those of you that want that), and perhaps most importantly there is fun. Lots and lots of muddy fun.
"Over the years I've been racing, I've heard so many stories directly from racers who say they wished they'd stuck with Cyclo-cross instead of chasing an Olympic goal.
"They've realised when it's already too late. They've turned down contracts to follow a path they felt they should, but it hasn't worked out.
"I'm not saying life is always rosy. I'm not saying CX racing is always perfect. But I am saying that in 2014, although your careers adviser will not inform you of this, CX is a legitimate career pathway.
"You can be rewarded financially both as a man and woman. CX is no longer just about a rich life experience. It's a rounded, fulfilling career, that makes me excited to go to work everyday."
As they say, head over to her website and read the whole thing. Its terrific. And motivating.
The sport here in Australia is only in its infancy and still relies on riders who crossover for cross training purposes or the sheer fun of it, the muddy fun Wyman loves.
But if Wyman's call is heeded here, from those early efforts by Aussies who ride road, track and mountain bike will grow another group of riders, pure Cyclo-crossers.
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