Cherie Pridham to join Lotto Soudal as sports director in 2022

Cherie Pridham
Cherie Pridham (Image credit: Israel Start-Up Nation)

Cherie Pridham is joining Lotto Soudal in 2022, with the former professional rider moving from a sports director role at Israel Start-Up Nation after being ‘charmed’ by the Belgian project. 

Pridham stepped up to WorldTour level with Israel Start-Up Nation for the 2021 season after the difficult sponsorship climate lead to the closure of Vitus Pro Cycling, where she was team owner and manager. Pridham worked at the Continental level for more than a decade before stepping up to the WorldTour team, having also been team director at Team Raleigh.

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