Latest
issue
Get Attractions Management digital magazine FREE
Sign up here ▸
Jobs   News   Features   Products   Company profilesProfiles   Magazine   Handbook   Advertise    Subscribe  
People profile
Dame Sarah Storey

Paralympic champion


How did you first get into sport?
It was through my parents and then my primary school. My head teacher put a huge emphasis on sport at primary school. I did all kinds of different sports including cross-country, table tennis, netball and cricket.

How were the Rio Paralympics?
Rio was superb! The velodrome was very well done and the atmosphere was great. Despite the challenges of securing a decent course for the road events, in the end the venue at Pontal worked well, with any teething problems dealt with immediately.

Has the Paralympics changed?
It’s now bigger, with more sports, more athletes and more female athletes. We’re now getting better coverage and more attention on our return from the Games, with parades and events held alongside the Olympic team more often.

What changes would you like to see in para-cycling?
I’d like to see a better calendar of events for track cycling and a World Cup series. I’d like to see events televised, especially the World Championships, and if not on TV then live streamed without territorial restrictions.

I’d also like to see the promotion of our events to attract spectators. I’d like to see prize money and the creation of a professional registration structure.

Integration into able-bodied track and road cycling events may be the quickest way to attract these things. This has been proven to work for para-triathlon and para-rowing.

Do you believe the UCI is doing enough to promote para-cycling?
Not in all areas. Until there’s a strategy with end goals and deadlines for certain things to be achieved I don’t think para-cyclists will be able to honestly say they feel better off under UCI governance than we were previously under IPC governance.

We’ve been with the UCI for 10 years now and our spectator numbers, track programme and progression towards TV coverage has not changed at all.

How do you push women’s sport?
I focus on two different levels. The first level is about getting more women active in sport as a means of leading a healthier life with their families. The second is ensuring we create more opportunities for women to become sporting professionals and follow a career in the same way male athletes can.

To aid the second goal, I’ve created a cycling team – Podium Ambition – with my husband. We hope to find sufficient financial backing to run this team through to Tokyo and beyond. The team’s original goal was to provide an avenue for women to reach the Women’s World Tour, which is the highest tier in women’s professional cycling.

Tell us about your cycling team?
We started in 2013 and launched in 2014. For two years we were a UK Club team and in 2016 decided to register as a UCI team.

Last year, we secured the Tour Series team title for the third year. We ended up with 44 victories and wore jerseys in the Tour of California, Tour of Brittany and Tour of the Basque country. Every year since we began we have placed riders on the podium at National Road and Track Championships and have arguably been the leading domestic team throughout this time.

How do you feel about being unable to secure sponsorship to keep the team at UCI level?
We’re devastated that our attempts to secure sufficient sponsorship to keep the team at UCI level weren’t successful. Given the success of the riders on the team – we had two Olympic champions in Joanna Rowsell Shand and Katie Archibald – everyone assumed we would find a backer. The majority of the money in 2016 came from our own pocket and we firmly believe that with a bigger pot of money and paid staff we could do an even better job.

Will you keep striving to get sponsorship for the team?
Absolutely! We need to secure in the region of £500,000 a year to take the team back to being one of the smaller UCI teams.

Ideally we’ll find a backer that has dreams of supporting a Women’s World Tour team and possibly creating a World Champion in 2019 when the Worlds come to Yorkshire. It’s a huge ambition but it’s definitely doable, and since there’s no UK-based team with the level of experience Barney and I have of racing at top level, I think we’re a good bet!

What’s the plan for Tokyo 2020?
To be there! We’ll be making plans for this over the coming months. 2017 will be spent closer to home and recharging the batteries and bank accounts! We have no need to travel as extensively until the finally couple of years prior to Tokyo.

What goals would you like to pursue when you eventually retire from competition?
I’d love to remain in sport and work either as a team owner or manager, or even sports director. I’ve also enjoyed my role in the media when I’ve had the chance. Above all, I want to be able to support my daughter, Louisa, in whatever she decides to do and I want to have the time to learn new sports and skills so I can help her on her journey.
Storey competing for Podium Ambition at the Revolution Series Champions League in 2016
Storey competing for Podium Ambition at the Revolution Series Champions League in 2016 / Martin Rickett / press associations
COMPANY PROFILES
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
IAAPA EMEA

IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Polin Waterparks

Polin was founded in Istanbul in 1976. Polin has since grown into a leading company in the waterpa [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

2026 issue 1


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2025 issue 2


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2025 issue 1


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2024 issue 4


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

06 Apr 2020 issue 153


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026
Get Attractions Management digital magazine FREE
Sign up here ▸
Jobs    News   Products   Magazine   Subscribe
People profile
Dame Sarah Storey

Paralympic champion


How did you first get into sport?
It was through my parents and then my primary school. My head teacher put a huge emphasis on sport at primary school. I did all kinds of different sports including cross-country, table tennis, netball and cricket.

How were the Rio Paralympics?
Rio was superb! The velodrome was very well done and the atmosphere was great. Despite the challenges of securing a decent course for the road events, in the end the venue at Pontal worked well, with any teething problems dealt with immediately.

Has the Paralympics changed?
It’s now bigger, with more sports, more athletes and more female athletes. We’re now getting better coverage and more attention on our return from the Games, with parades and events held alongside the Olympic team more often.

What changes would you like to see in para-cycling?
I’d like to see a better calendar of events for track cycling and a World Cup series. I’d like to see events televised, especially the World Championships, and if not on TV then live streamed without territorial restrictions.

I’d also like to see the promotion of our events to attract spectators. I’d like to see prize money and the creation of a professional registration structure.

Integration into able-bodied track and road cycling events may be the quickest way to attract these things. This has been proven to work for para-triathlon and para-rowing.

Do you believe the UCI is doing enough to promote para-cycling?
Not in all areas. Until there’s a strategy with end goals and deadlines for certain things to be achieved I don’t think para-cyclists will be able to honestly say they feel better off under UCI governance than we were previously under IPC governance.

We’ve been with the UCI for 10 years now and our spectator numbers, track programme and progression towards TV coverage has not changed at all.

How do you push women’s sport?
I focus on two different levels. The first level is about getting more women active in sport as a means of leading a healthier life with their families. The second is ensuring we create more opportunities for women to become sporting professionals and follow a career in the same way male athletes can.

To aid the second goal, I’ve created a cycling team – Podium Ambition – with my husband. We hope to find sufficient financial backing to run this team through to Tokyo and beyond. The team’s original goal was to provide an avenue for women to reach the Women’s World Tour, which is the highest tier in women’s professional cycling.

Tell us about your cycling team?
We started in 2013 and launched in 2014. For two years we were a UK Club team and in 2016 decided to register as a UCI team.

Last year, we secured the Tour Series team title for the third year. We ended up with 44 victories and wore jerseys in the Tour of California, Tour of Brittany and Tour of the Basque country. Every year since we began we have placed riders on the podium at National Road and Track Championships and have arguably been the leading domestic team throughout this time.

How do you feel about being unable to secure sponsorship to keep the team at UCI level?
We’re devastated that our attempts to secure sufficient sponsorship to keep the team at UCI level weren’t successful. Given the success of the riders on the team – we had two Olympic champions in Joanna Rowsell Shand and Katie Archibald – everyone assumed we would find a backer. The majority of the money in 2016 came from our own pocket and we firmly believe that with a bigger pot of money and paid staff we could do an even better job.

Will you keep striving to get sponsorship for the team?
Absolutely! We need to secure in the region of £500,000 a year to take the team back to being one of the smaller UCI teams.

Ideally we’ll find a backer that has dreams of supporting a Women’s World Tour team and possibly creating a World Champion in 2019 when the Worlds come to Yorkshire. It’s a huge ambition but it’s definitely doable, and since there’s no UK-based team with the level of experience Barney and I have of racing at top level, I think we’re a good bet!

What’s the plan for Tokyo 2020?
To be there! We’ll be making plans for this over the coming months. 2017 will be spent closer to home and recharging the batteries and bank accounts! We have no need to travel as extensively until the finally couple of years prior to Tokyo.

What goals would you like to pursue when you eventually retire from competition?
I’d love to remain in sport and work either as a team owner or manager, or even sports director. I’ve also enjoyed my role in the media when I’ve had the chance. Above all, I want to be able to support my daughter, Louisa, in whatever she decides to do and I want to have the time to learn new sports and skills so I can help her on her journey.
Storey competing for Podium Ambition at the Revolution Series Champions League in 2016
Storey competing for Podium Ambition at the Revolution Series Champions League in 2016 / Martin Rickett / press associations
LATEST NEWS
Warner Bros Discovery collaborates on upcoming Pompeii attraction
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous archaeological site in southern Italy.
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
Efteling expands family offer with new Hooghmoed drop tower
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford– Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx- Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
UK government cuts VAT on attractions to boost summer visitor economy
The UK government has announced a temporary reduction in VAT on visitor attractions and children’s meals as part of a summer cost-of-living support package designed to stimulate the visitor economy and encourage family days out.
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively to CLADmag about his mission to spread joy, the power of play, and his bold approach to using colour (including the colours you won’t see in his work).
Government of Thailand reveals it is courting major theme park operators
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn) entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials proposing a large-scale theme park and sports destination as part of a broader tourism and economic development strategy.
Hainan Science Museum by Ma Yansong, opens in China
A new science museum has opened to the public in Haikou after attracting more than 350,000 visitors during a four-month soft opening period.
+ More news   
 
COMPANY PROFILES
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
IAAPA EMEA

IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Polin Waterparks

Polin was founded in Istanbul in 1976. Polin has since grown into a leading company in the waterpa [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS