Stanley St. Social | Cycling News and Interviews
A Sports Director Has Never Crossed the Line First | Sam Bewley
Former GreenEDGE rider Sam Bewley joins us for a look at what goes on behind the scenes at a WorldTour team. Sam is now Head Sports Director at NSN. His job covers race strategy from the car, deciding which DS goes to which race, and helping recruit the riders who will shape the squad in 2028. We talk about how NSN is rebuilding into a balanced team after Derek Gee's departure, and how you create a single culture across 25 nationalities. Sam also explains why race calendars and support riders often matter more than salary to young leaders, and how the invite system can leave teams stuck at races they no longer want. He goes inside Biniam Girmay's Tour de France campaign and explains why the team stayed motivated without a stage win. He also remembers his first race as a DS, directing Chris Froome at the Tour Down Under, and shares the beer-with-the-mechanics approach he took to building trust in the job.
