Anyone who’s raced a bike knows that cycling can be cruelly hard. If ever a sport has defined itself by its epic nature, it is road cycling. It routinely claims a monopoly on heroic suffering to which no other sport can aspire.
Cyclists know how to suffer. Rapha has based its whole marketing campaign on this aspect of the sport, and similarly many riders unquestioningly comply to ‘The Rules’ of the Velominati.