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news
Lord Sugar flies the flag (via Twitter).jpgLord Sugar flies the flag in Florida - with custom Pinarello bike and Assos jersey
Lord Sugar is flying the flag at his home in Florida – with his custom Union Flag-painted Pinarello and matching Assos kit.
While he may not be a fan of London’s Cycle Superhighways, The Apprentice star and entrepreneur is a long-time devotee of the Swiss clothing firm and the Italian bike brand.
> Pinarello sold to private equity fund linked to Louis Vuitton owner LVMH
Sugar, who regularly cycles as part of his fitness regime, has even been known to ferry some of his fleet of bikes around in his private jet.
This particular model was presented to him by The Bike Rooms at the Rouleur Classic show in London in November last year.
However, he was soon back in his limousine and stuck in traffic, leading him to suggest former Mayor Boris Johnson needed “a whack” due to roadworks associated with the East-West Cycle Superhighway.
The 69-year-old proudly tweeted a picture of his new kit and bike - the reference to being asked whether he is Australian is due to Florida locals mistaking his accent - although some people on Twitter have been a little taken aback at the set-up.
Special Pinarello. Good news when stopped at lights other riders now dont ask me if I am Australian @YellowLimited pic.twitter.com/6fVuwc9zh9
— Lord Sugar (@Lord_Sugar) December 8, 2016
@Lord_Sugar @YellowLimited the position of the handlebars and gear shifters is a crime against cycling
— Tom Scorza (@TomScorza) December 8, 2016
One Twitter user, in a nod to Prime Minister Theresa May’s remarks earlier this week, asked if it was the “red, white and blue Brexit bike.”
Given Sugar’s vocal support for the Remain campaign ahead of June’s referendum on the UK’s membership of the EU, that’s unlikely.
Perhaps his next bespoke paint job could be blue with yellow stars?
Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.
Latest Comments
- OldRidgeback 2 min 16 sec ago
Hmm, some useful advice for carrying pets on bikes. But my whippet would never, ever want to go on my bike. We did try a few times, but no....
- perce 4 min 28 sec ago
Agreed on all counts. And it's the tacit assumption that as it's only a cycle lane it doesn't really matter anyway.
- OldRidgeback 5 min 20 sec ago
I used to go that way to work. It's nasty and congested. I doubt any changes will make the congestion worse.
- Benthic 31 min 42 sec ago
“horrendous” congestion, and journey times of 45 minutes for a two-mile stretch of road – “all for one or two cyclists”...
- Jamie Williams 33 min 22 sec ago
Both bikes are both 1x
- ribena 40 min 8 sec ago
I think you need to put some drop bars and slick tyres on a full-suspension MTB
- David9694 1 hour 10 min ago
Cambridgeshire villagers say parking problem is 'ridiculous' as buses squeeze past cars...
- mallardz 1 hour 36 min ago
But who's going to lend them their Pinarello?!
- chrisonabike 2 hours 20 min ago
Maybe Simoninspalding can reassure them - being in a Holland is OK....
Add new comment
34 comments
Quite a few derogatory comments, some of you should jump on the troll bandwagon of my local newspaper I'm sure there's room for more negativity.
personally I don't care if he was given the bike and kit or bought it, at least he's out riding. I'm sure he's put many hours of effort in and taken many chances to get where he is, oh and he probably employs a few people too which helps to keep the economy wheels turning.
so you're being negative about other people being negative - and your logic seems to be that anyone who makes a contribution should be immune from criticism - on which basis you have undermined your entire post!
Has he got a knotted hanky under that helmet?
It would have been better if he'd sourced some British kit, there is some about!
Good for him!
Looks - no different to most of the people I see on the roads and in the teashops around here!
In all fairness, whilst he looks as stupid as his bike, I hope I'm still cycling at his age!
This photograph perfectly summarises the diversity in cycling (as in life) on so many levels.
Vive la difference!
Isn't there a massive campaign to reduce the amount of sugar we consume on health grounds? I'm beginning to see what they are on about.
Great to see him so neatly summing up the UK's manufacturing industry though.
Bloke on bike enjoying it. Kudos.
I think he's doing alright for a 70 year old. He's made himself a bit of money, he's cycling which everyone should do and I think that picture was a bit tongue in cheek for him. He's done a lot more with his life than I have. He's clearly patriotic which I am too so good on him.
Here endeth the thread
That jersey and paint job would not be my cup of tea but fair play to him.
To my eyes it's no worse than some of the overpriced clothing and bling kit that people on here love ogling.
i guess those drops don't see much action, unless his wrists are hinged upwards
Out on his bike, enjoying life, having fun and to be fair, looking healthier than previous years.
He can afford an easily afford an expensive one, so why shouldn't he spend his money on it?
Kit not too my taste, but he obviously likes it and it's probably is part of his 'British' branding.
He didn't.
Capitalism's fourth law: when you've got more money than you can reasonably spend, awful companies give you expensive stuff, for free.
'Old fella rides bike in US and probably lives in Britain.'
As much as Lord Sugar is a bit of a comedy of 'Sir Trumpalot offa that USA TV', he is 'our' parody. I'd be quite excited if he rocked up for a Saturday social, it'd be great fun watching him pant and puff up a climb.
The worst thing about this picture to my mind is the hawge stupid looking saddle bag, on a bike like that. I mean it's not as if he couldn't afford a nice dainty one is it, what's he got in there, winter lights and a spare change of clothes? Maybe a bottle of gin and mixer also?
...maybe an Amstrad bike computer?
Italian bike.
Swiss jersey.
Swedish helmet.
British bell-end.
English bell end
Jewish bell-end
Racist bell-end
Assos don't do 'colour.' Dreadful jersey.
Chapeau Lord Sugar flying the flag for Britain and cycling.
Brition should get its own flag!
Not a good look, all he needs now is some Stella McCartney olympics kit....yuck!
Lets hope he stays there.
What a gringo
First person ever to put on a Poc helmet and it not make him look more of tit than he did without it.
hooray, a story about alan sugar. I get to link to this excellent page on At war with the motorist about Situational awareness
https://waronthemotorist.wordpress.com/2015/12/31/cyclists-need-more-sit...
low news day ...
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