# Cherie Pridham Takes the Helm as Sports Director at Lotto Soudal
In a groundbreaking move for women’s representation in professional cycling, Cherie Pridham is set to join Lotto Soudal as a sports director for the 2022 season. Pridham, a 50-year-old Briton, previously directed operations at Israel Start-Up Nation and boasts an impressive background as a former professional cyclist.
Reflecting on her new role, Pridham stated, *“If you can’t beat the Belgians, join them.”* She expressed surprise at being offered the opportunity to direct a Belgian team, adding, *“It was absolutely not on my radar to direct a Belgian team, but when the Lotto Soudal project was presented to me, I was immediately charmed by it. I raced a lot in Belgium. I know how much cycling means for Belgian people. I am not afraid, I am ready to make a positive contribution to the team’s future.”*
Pridham’s athletic pedigree is recognized globally; she competed in eight editions of the Tour de France Féminin and twice in the Giro Rosa. After an accomplished 15-year career as a pro rider, she transitioned to management, leveraging her experience to enhance team dynamics.
Lotto Soudal’s general manager, John Lelangue, praised Pridham’s qualifications, commenting, *“And I only heard good things about her. I spoke with some five other candidates for this job, but then some riders suggested me Cherie. After our first interview I was immediately convinced. She was by far the best sports director. She really can and will bring something new to the team.”* Lelangue emphasized Pridham’s capability, asserting, *“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.”*
Notably, Pridham marks a significant milestone as the first female sports director in the upper echelons of modern male cycling. She asserted, *“As long as I do my job, then it is not important to be a man or a woman. In 2021 I always got respect and appreciation. I really want to thank the owners of Israel Start-Up Nation. They gave me the chance to develop my skills. That was an invaluable experience which I can use to help making Lotto Soudal a more exciting team.”*
Pridham’s ambition reflects her enthusiasm for innovation, stating, *“If I just can 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. We will have fun with Lotto Soudal, but with the riders we need to go to war as well. And we can win the battle.”*
As she steps into this significant role, Pridham looks poised to inspire change and elevate Lotto Soudal’s performance in the competitive cycling landscape.
