Uno-X unveils bold blueprint to dominate the future of women’s cycling

"We will now focus more on the women's team. We will try to be top three teams in the world, with signing the big stars," general manager of Uno-X Mobility, Thor Hushovd, told an audience at Rouleur Live on Friday, stressing that women's cycling will be central to the organisation's future strategy.

The team aims to blend international star power with a clear development pathway for young Scandinavian riders. "Younger Norwegian and Danish girls, and all of Scandinavia, they look up to this and see that, ah, I would love to be this rider bringing to France more Uno-x colours, so we have more girls riding the bike."

According to Hushovd, this direction is part of a long-term build rather than a sudden shift. "This is a long-term project, and hasn't been something that has just happened overnight or in the last couple of years. This has been step-by-step, building to get to where the team is at now."

Uno-X's rise began with a simple idea from its title sponsor: "There's no other better way for mobility than riding the bike." Instead of relying on traditional marketing, the company chose to grow its brand through cycling, a strategy that gained momentum as enthusiasm increased among partners and fans.

"There is bigger plans, it's long-term, and like the owners said, we are in it for the long run, and that's good for all of us, and it's good for the sport," Hushovd added.

Former rider Alexander Kristoff believes the Scandinavian core of the men's team gives Uno-X a unique cultural strength. "We are a group of Norwegian, Scandinavian, or Danish riders, so we can understand each other very easily, because we speak more or less the same language."

He contrasted that with experiences in more international environments. "I've been in international sports before, and usually it's nice as long as they keep international, but then suddenly there can be six French guys, and then we are two others, and then the whole table speaks French. If you don't understand French, then it's not so exciting anymore."

This cohesion also shapes how the team races. After making an impression at the men's Tour de France with a stage win and a top six in the general classification, the squad continues to operate with clarity. 

"We always have a goal somehow, by trying to have at least a rider that we can ride for, or maybe a few. And we always have a plan how to achieve something."

With the men's team stepping up from the UCI ProTour to the UCI WorldTour and the women's programme set for major investment, Uno-X hopes to create a sustainable pipeline of Scandinavian talent. "Then we will build and find the next stars from Scandinavia," Hushovd concluded, underscoring the scale of their long-term commitment.