What are the biggest challenges facing bike racing in terms of public perception and awareness, and how do these challenges impact the sports ability to attract new fans and grow its global presence. Do perceptions of doping scandals, high-speed crashes, and eccentric rider personalities create lasting impressions that deter casual observers from engaging with the sport, or are there other factors at play. How do bike racings governing bodies, teams, and individual riders contribute to – or hinder – the sports efforts to rebrand itself and expand its fan base. Should bike racing focus on highlighting its unique, human elements – such as the grueling physical and mental demands of competition – to build a more personal connection with spectators, or would emphasizing its cutting-edge technology and high-stakes racing be a more effective approach. In what ways can bike racing learn from other niche sports that have successfully broadened their appeal, and what are the most significant obstacles to overcoming the publics lingering misconceptions about the sport.