Ep. 66: Inside Cycling Canada’s Esports Strategy with Josh Peacock

Cycling esports is evolving fast, and national federations are working to define their role in the sport. In this episode of The Virtual Velo Podcast, we sit down with Josh Peacock, Cycling Canada’s Director of Marketing and Events, to explore how the federation navigates this dynamic space.

We discuss Cycling Canada’s philosophy on virtual racing, its strategic plan to leverage Canada’s long winters, and the challenges of growing participation.

How does the federation measure success—through membership growth or race participation? What role does value proposition play in engaging new riders?

We also break down the 2024 Esports National Championships held on MyWhoosh, diving into the thrilling victories of Tiffany Penner and Thom Thrall and the impact of strict verification requirements and license fees on participation.

Was the switch to MyWhoosh a factor? How did Cycling Canada allocate its performance verification budget this year?

Looking ahead, we ask Josh about World Championship qualification plans for 2025, Cycling Canada’s resource allocation for esports, and whether the UCI should take a more active role in standardizing competition rules.

Plus, we discuss the Olympic Esports Games delay to 2027—what could it mean for the future of cycling esports?

Join us for an insightful conversation about where cycling esports is headed and how Cycling Canada is positioning itself in the global landscape.

Don’t miss out on the unique opportunity to delve even deeper into the intriguing topics discussed in this episode.

• USA Cycling Awards 20 Stars and Stripes Jerseys at the 2025 Cycling Esports National Championships [Zommunique, Feb. 2, 2025]
• Catch the Cycling Canada Esports Nationals on Inside Cycling World here!
• Check out Virtual Velo News for stories, updates, and trends, including the IOC's decision to delay the Olympic Esports Games until 2027.

Join us for a conversational ride as we lend a voice to the digital athlete and bridge the gap between athlete and avatar.

Statements made by guests are their own and do not necessarily reflect the views or opinions of the podcast, its hosts, or its partners. Listeners are encouraged to form their own opinions.