British Cycling has expanded the roster for its 100% me team to include the Olympic Academy mountain bike squad as well as the men’s Academy endurance riders who also compete in the colours.
The 100% me team, which uses UK Anti-Doping’s values based athlete education brand, was established in 2006 for the academy endurance riders and has had representation from the likes of Olympic champions Laura Trott and Steve Burke over the years since its inception.
Speaking of the expanded team, technical director Shane Sutton said: “Having a strong anti-doping education programme is something which the Great Britain Cycling Team takes very seriously and it’s a well-established element of the rider route.
"Being able to have riders represent 100% me gives us an opportunity to showcase the 100% me programme and the values which it represents.
"From a performance perspective, it means the young mountain bikers don’t have the added pressure of trying to find a trade team and it also means they can continue to benefit from in-house coaching and performance support.
"We have seen this work with success on the endurance academy programmes and it’s something we believe will benefit the young mountain bikers in their development.”
Current under-23 cyclo-cross world champion Evie Richards said: “We’ve been wearing the 100% me jersey throughout the cyclo-cross season this year, and I’m looking forward to also pulling it on for cross-country mountain bike races I’ll be competing at in this country.
"The 100% me programme is something I fully believe in, and it’s great that I can help to raise awareness of it by representing the team.”
British Cycling has worked in collaboration with UK Anti-Doping on its prevention programme for its cyclists and support personnel. The 100% me campaign forms an important part of British Cycling’s strategy, helping cyclists at all stages of their careers by supporting, informing and educating them - providing essential anti-doping advice and guidance.
UKAD’s Head of Education and Athlete Support Amanda Batt said: “Our 100% me athlete education programme is a vital part in our prevention strategy supporting our efforts to protect clean sport.
"Working with British Cycling in this way provides UKAD with a unique opportunity to promote the 100% me values to young cyclists.
"We are pleased to see the mountain bike squad become the latest discipline to ride in support of, and represent, our 100% me brand.
To find out more about 100% me, visit the UKAD website.
Team 100% me mountain bikers