It's time to push the data pedal hard

Sport can always teach business a thing or two, the acceleration of data in pro-cycling and F1 is set to deliver big wins.

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"The only opportunity left for differentiation is data," Piet Morgan, founder of cycling technology maker Hammerhead, recently told me. Hammerhead entered the pro-peloton in 2021 as an official partner to the Israel Startup Nation racing team and its star riders Chris Froome and Dan Martin. As with all sports, pro-cycling has tested the limit of every possible avenue that the bike and the rider offers, but data is about to add more power to the pedals.

Those differences that Hammerhead and other pro-peloton technology partners offer is the ability to find minuscule benefits; but as head of the Ineos Grenadier's team, the pro-cycling team backed by the oil, plastics and SUV firm is now famous for saying, each one percent marginal gain adds up to a series of gains. 

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