A new chapter for Sunday Riders Cult
We’re building a cycling team, founded by two friends with a shared passion for riding. This is the next chapter in the Sunday Riders Cult story, and we’re looking forward to sharing it with you.
HEART OF RACING
More than a cycling team. A modern approach to racing.
Heart of Racing is more than a cycling team. We’re taking the best parts of being part of a race team and combining them with the community, support and inclusivity of a traditional cycling club.
We believe there is a gap between the two.
Race teams can offer incredible opportunities, but sometimes the experience can feel heavily influenced by how much you are able to invest financially, the latest equipment, coaching, power meters, training plans and endless performance data.
Cycling clubs, meanwhile, are fantastic places to meet people, ride bikes and build friendships. But sometimes they can struggle to keep pace with how quickly modern racing, technology and the wider cycling culture are changing.
We want to take the best of both worlds.
RACING IS AT THE HEART
At Heart of Racing, racing is at the heart of everything we do.
We want to develop riders, support people who want to compete and help individuals discover just how far they can take themselves.
But we don’t believe racing has to mean doing just one thing.
Road, circuit, time trial, cyclocross, gravel, MTB. Slick tyres or knobbly tyres, we’ll support you.
Our aim is to create a team where riders can explore different disciplines, develop new skills and simply enjoy being competitive on a bike.
IT’S ABOUT THE RIDER, NOT THE NUMBERS
We aren’t interested in making you jump through endless tests before you can join us.
We don’t need to know every detail of your training, your diet or your lifestyle. We understand that amateur cycling means balancing racing with real life.
Work, family and other commitments all come first and not everyone has the time or money to train like a professional.
Your power numbers don’t define how committed you are.
We’d rather know what makes you tick.
When you join Heart of Racing, there are really only two things we want to know:
1. How passionate are you about cycling?
2. What does being a professional cyclist mean to you?
For us, being a professional isn’t simply about getting paid to ride a bike.
It’s about your attitude. Your commitment. Your preparation. Your willingness to learn. Your willingness to help others. And the pride you take in doing something properly.
BUILT TO HELP YOU PROGRESS
Heart of Racing was created by two independent cycling businesses with a shared passion for the sport and a genuine desire to help riders improve.
Our ambition is to provide a genuine stepping stone between amateur cycling and the next level.
We want to remove some of the barriers that can make competitive cycling expensive and difficult to access, particularly for younger and developing riders.
PADDOX CYCLES
Paddox Cycles is an independent cycle shop and professional bicycle workshop.
As one of the foundations of Heart of Racing, Paddox provides riders with access to professional mechanical support, advice and discounts on bikes and workshop services.
We understand that racing bikes can be expensive to maintain. Bikes need servicing, parts wear out and equipment inevitably gets damaged.
By reducing some of those costs, we hope to make racing more sustainable for our riders and allow them to concentrate on developing as cyclists.
From choosing the right equipment to keeping a race bike running properly, Paddox brings real-world cycling experience directly into the team.
SUNDAY RIDERS CULT
Sunday Riders Cult is a cycling apparel company created with a simple purpose: to help reduce some of the financial burden associated with cycling, particularly for younger riders, while supporting grassroots cycling and events.
Sunday Riders Cult will provide Heart of Racing with digital and organisational support, including social media, logistics and assistance with events and team activities.
Their involvement goes beyond simply putting a logo on a jersey. They are part of the infrastructure behind the team and will help Heart of Racing develop its identity, communicate with riders and supporters, and create opportunities around racing.
MORE THAN SPONSORS
Paddox Cycles and Sunday Riders Cult aren’t simply sponsors.
They are part of the reason Heart of Racing exists.
Both businesses are extremely passionate about cycling and want to see more people enjoying the competitive side of the sport.
Together, they provide something that we believe is often missing: practical support away from the start line as well as support when the racing begins.
BE PART OF THE JOURNEY
Our riders aren’t just here to wear a jersey.
They’re here to help build something.
Whether you’re experienced and chasing results, returning to racing after years away, or wondering how on earth you go about entering your first race, there’s a place for you here.
Our existing riders are passionate about cycling and competition, and many race across multiple disciplines. They are also here to help others.
From getting your British Cycling licence, understanding how to enter your first event and choosing the right category, to learning race craft, tactics and everything that comes with standing on a start line for the first time you won’t be expected to figure it all out yourself.
We want experienced riders to pass their knowledge on.
We want new racers to feel welcome.
We want people to improve.
And most importantly, we want people to enjoy racing their bikes.
For some riders, Heart of Racing might simply be a place to enjoy racing with like-minded people.
For others, it could be the first step towards something much bigger.
Either way, we’ll be part of the journey.
YOU DON’T HAVE TO RIDE TO BE PART OF HEART OF RACING
Heart of Racing isn’t just for riders.
We want to build a community of people who believe in what we’re trying to achieve and want to contribute in whatever way they can.
Maybe you don’t race anymore. Maybe you’ve never raced at all. Perhaps you have a particular skill, experience or simply some spare time that could help us build something worthwhile.
There are plenty of ways to get involved — from helping at race days, supporting logistics and events, coaching and mentoring riders, creating content, photography and video, social media, mechanical support or simply lending a hand when the team needs it.
You don’t need to wear a race number to make a difference.
If you have a skill, experience or passion that you think could help a community-led cycling team, we’d love to hear from you.
We’re building more than a team.
We’re building a movement around racing, development, community and a genuine love of cycling.
HEART OF RACING
We’re not trying to be the biggest team.
We’re trying to build the kind of team we would want to be part of.
Competitive when we need to be. Supportive when it matters. Inclusive by design.
Because ultimately, it’s not the bike, the power meter, the bank balance or the numbers on a training app that make a racer.
It’s the heart.
Join Heart of Racing
If you’d like to join us for the journey, we’d love to hear from you.
Heart of Racing is about more than results, power numbers and categories. We’re here to support riders who are passionate about cycling, want to develop, challenge themselves and see where their journey can take them.
Whether you’re an experienced racer, just starting out, or somewhere in between, we want to know about you, your ambitions and why you ride.
If you think Heart of Racing could be the right team for you, email us at:
Subject: Team Application
Please include the following information:
Name:
Age:
Phone number:
Email:
Racing licence: Yes / No
Current category:
Discipline(s):
Tell us about yourself
A little about your cycling background, experience and what you currently do on the bike.
How passionate are you about cycling?
Tell us what cycling means to you and why you love it.
What does being a professional cyclist mean to you?
You don’t have to be a professional cyclist to answer this. We want to understand what the word professional means to you, your attitude, commitment, ambitions and the standards you set for yourself.
There are no power targets or performance requirements to join us.
We want to know one thing above all else:
Do you have the heart to race?
If you do, let’s start the journey.