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“The future of cycling” is coming later this year in the form of the Circuit Racing International Tour, or CRIT, according to Justin Williams, founder of Williams Racing Development and sprint captain of the L39ION of Los Angeles team.
Williams announced today the formation of a new racing league, which will be funded by Wasserman Ventures, a new division of the talent agency Wasserman which has represented the L39ION rider for the past five years. According to a press release, CRIT events will be held in major markets at “iconic mainstream sport venues”.
The new sports division will be led by Darren Ross, executive vice president and managing director at Wasserman, who explained in an interview with Forbes that the agency was looking to expand into new leagues, special events and technology around the fan experience. CRIT is their initial foray into a sports league, which is expected to launch later in 2023 with three races. No venues or dates were disclosed at this time.
“CRIT is the culmination of a lifetime of dedication and passion to the sport of cycling, and is our shared vision for what the future of cycling can look like,” said Williams.
“For years we’ve been striving to create an inclusive and competitive environment that brings out the best in people. We are building what we couldn’t find: a stage that welcomes riders from all walks of life, encourages competition at the highest level, and above all inspires the next generation of riders to ensure the legacy of our sport.”
In 2021, Williams won the men’s edition of Into the Lion’s Den criterium, at the time the richest one-day total prize purse for men and women in crit racing with $100,000 on offer. The event was organised by Williams and the L39ION organisation, held in October in Sacramento, California. The women’s race was won by Olivia Ray (Rally Cycling) just ahead of Kendall Ryan (L39ION of Los Angeles).
In 2023, there are currently three race series operating which combine new or existing events with bonus prize purses for men and women on a national platform: American Criterium Cup, Speed Week, and National Cycling League. These are in addition to regional races with four or more consecutive days of events, such as the long-standing Tour of America’s Dairyland and The Gateway Cup.
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