Former pro cyclist Cherie Pridham will be joining Lotto Soudal as a sports director in 2022. Pridham, who had a successful 15-year career as a rider, made the transition to management after retiring from professional cycling. Despite not initially considering directing a Belgian team, Pridham was charmed by the Lotto Soudal project and is ready to make a positive contribution to the team’s future.
“If you can’t beat the Belgians, join them,” said Pridham. “I raced a lot in Belgium and know how much cycling means to the Belgian people. I am not afraid, I am ready to make a positive contribution to the team’s future.”
Lotto Soudal’s general manager, John Lelangue, spoke highly of Pridham and the impact she can have on the team. “Whether you’re male or female doesn’t matter at all to do this job. First and foremost, she’s a director, not a female director. Cherie is just the person we need,” he said.
Pridham’s appointment as a sports director at Lotto Soudal makes her the first female sports director in the top tier of modern male cycling. Despite breaking gender barriers, Pridham, focused on doing her job and contributing to the team’s success.
“As long as I do my job, then it is not important to be a man or a woman. I really want to thank the owners of Israel Start-Up Nation. They gave me the chance to develop my skills,” Pridham said. “If I can just bring some small touches, some more modern things into the organization, that could make already a big difference. The important thing is that all riders and staff feel that they are part of a successful team.”
Pridham’s experience and skills gained at Israel Start-Up Nation will be invaluable as she works to make Lotto Soudal a more exciting and successful team. With her strong organizational abilities and ability to work well with people, Pridham is poised to bring fresh perspectives and elevate the team’s dynamics.
