Tour de France Femmes drives global growth in women’s cycling
New research from Zwift has shown the influence of the Tour de France Femmes avec Zwift on the global landscape of women's cycling.
The findings, published in Zwift's 2025 Impact Report, indicate that the professional women's peloton and amateur participation have both seen substantial growth following the return of the Tour de France Femmes over the past four years. The data demonstrates significant increases in audience numbers, social media engagement, and participation rates, as well as a marked improvement in professional conditions for women competing at the elite level.
Higher visibility and growing audiences
According to the report, the Tour's official social media followers increased to 2.6 million in 2024, representing a rise of 700,000 compared to the previous year. Video content related to the event recorded a 61% rise, reaching 120 million views, and total social impressions climbed 257% to 357 million during the same period.
Kate Veronneau, Director of Women's Strategy at Zwift, attributed the expansion to improved visibility across the sport. She stated, "Women's sport is riding a tailwind of growth right now. We've seen it with the Matildas, we've seen it at the Olympics, and we are seeing it with cycling. When Zwift partnered to revive the women's Tour, we knew visibility would drive change - the data shows that's exactly what's happening."
The increased prominence of the Tour appears to have had an impact on spectators as well. The report found that 80% of viewers are now more likely to watch women's cycling as a result of the event, and 69% of female fans feel inspired to cycle more after watching coverage.
Professional opportunities and participation
Professional women cyclists have also benefited from higher investment in the sport. Zwift reports that the average WorldTour team budget has doubled since 2022, now averaging €4.67 million. This increase in resources has resulted in higher salaries and enhanced professional support for athletes.
The rise in participation is not confined to the elite level. Zwift noted that women constituted 23% of new global subscribers in 2025, up from 18% in 2022, indicating that more women are engaging with cycling through digital fitness platforms and competitive events.
"Visibility creates possibility. Every additional hour of broadcast, every social clip, and every headline builds a more sustainable, exciting future for women's cycling - and encourages more women to ride," said Veronneau.
Inspiration across markets
The report also identified differences in how fans interact with the sport worldwide. While television remains a crucial medium in Europe, digital channels and platforms such as Zwift are credited with expanding cycling's profile in other regions, including Australia. Professional cyclist Ruby Roseman-Gannon, who rides for Liv AlUla Jayco, reflected on these changes from her perspective as an athlete.
"When I was five, I never imagined I could race the Tour de France," said Roseman-Gannon. "Now, young girls can see themselves on the biggest stage in cycling - it's changing the culture of the sport."
Challenges and future commitments
Despite positive trends, the Zwift report acknowledges that live coverage remains inconsistent across global markets and that growth in grassroots participation does not always match gains at the elite level. To address these disparities, Zwift's Watch The Femmes initiative aims to promote community development, invest in youth talent, and collaborate with organisations that share similar objectives.
Veronneau noted, "The success of the Tour de France Femmes avec Zwift shows what's possible when investment and visibility align. But this is just the beginning. We're committed to building a future where women's cycling thrives at every level."
The impact report offers a detailed overview of recent progress, while also highlighting the need for increased broadcast access and community support to sustain the momentum in women's cycling globally.