I agree.

Like building anything, it takes time and commitment. The same commentary about women's cycling was the same thing they were saying about women's tennis and golf, which are now huge money. Then you looked at the makeup of the people running the sport (old men) and this made sense.

Go count how many women are out riding bikes some weekend, or doing a tri. Then go look at how many women's specific magazines (both sport and general interest) there are on the rack. Open one up and look at the advertisers, do a Google on their revenues. You have a market, participants, and companies looking to tap that market.

You could tweak this sport to make it much more TV friendly BTW.

All this would require a progressive institutional outlook that went beyond "fill my pockets and where on the IOC will I land".

And from a competition standpoint I keep going back to how poorly we introduce people into their first race. Zero training, zero auditing to see if folks are competent, and a governing body that is wholly disinterested in improving this.