After just one season, Project 1 Cycling Team is closing its doors—or, as the team puts it in a statement shared with The British Continental, “changing direction.” Announced as one of British Cycling’s Elite Development Teams at the start of 2024, the team set out with a clear purpose: “Our aim is to give the young riders a chance to progress to the highest levels in cycling and experience as much high-level racing as possible,” it stated on the British Cycling website. By the end of its debut year, it had made notable progress toward that goal, with four of its riders securing places on higher-level teams.
The team’s closure, however, raises questions about its brief existence. Was Project 1 always intended to be a one-season project, or did its swift rider progression lead to its natural conclusion? The answer may lie in its origins. Companies House records confirm that the team was run by the parents of one of the team’s riders, Jenson Brown. This personal connection likely shaped both its creation and its decision to wind down now that Brown has secured a place on a UCI Continental team. The British Continental contacted the team for further information about its closure but had not received a response at the time of writing.
Image: Andy Smith/SWpix.com
In the statement provided to The British Continental, Project 1 reflected on what it described as a “hugely successful” year. The team claimed to have raced in four countries, participated in 47 international events (11 of which were UCI races), and achieved 11 wins and 20 podium finishes. Their time in Italy was singled out as particularly fruitful, with the team stating that it was “the most successful team nationally” among amateur squads during their time there. Back in the UK, they also won a round of the Alba Road Series in Scotland. For a small amateur outfit, the team succeeded in providing its riders with opportunities to compete at a higher level.
The involvement of the Brown family in running Project 1 adds a personal dimension to its story. While the statement shared with The British Continental does not address this directly, the connection may help to explain its closure. The team’s creation seems to have been motivated by a desire to give Jenson Brown, and a select group of other young riders, the best possible start to their professional careers.
Now that Brown is rumoured to be joining the Italian UCI Continental team MG.Kvis Colors For Peace – and with other riders moving on to other teams too – the original purpose of Project 1 appears to have been fulfilled. The team’s statement also mentions a new collaboration with an Italian UCI team for 2025, which could indicate a continued focus on supporting Brown’s career in a different capacity.
The team’s statement proudly highlights its success in helping riders move up the ranks. Alongside Brown, the team says another rider is also joining an Italian UCI Continental team. Hamish Armitt has signed with Team Novo Nordisk, a UCI ProTeam, and Ben Marsh will ride for the French DN3 outfit Team Apogé Charente-Maritime.
For a small team with just six core riders at the start of the season, these moves are a respectable achievement. While the scale of Project 1’s operations was limited, its tailored approach appears to have helped its riders take the next step in their careers.
Image: Olly Hassell/SWpix.com
The team’s closure—or transformation—feels like a natural conclusion in hindsight. If Project 1 was designed with a specific purpose in mind, that purpose has now been achieved. Its ties to Jenson Brown’s family suggest that its operations were deeply personal and tied to his career progression. Without the need to run a standalone team, their resources and energy can now be redirected towards supporting his next steps, potentially through collaboration with his new team.
In the end, Project 1 made its mark in its own way. It delivered on its promises to its riders, providing them with opportunities and support to develop their careers. Its closure may be bittersweet, but it feels more like the conclusion of a defined project than a failure to continue. Whether this was always the plan or a decision prompted by Brown’s move to a UCI Continental team, Project 1’s closure marks the end of another British development team at a time when domestic pathways for young riders seem to be dwindling.
Project 1 Statement in Full
“Project 1 was set up with the sole purpose of progressing riders through the domestic ranks. We can’t believe how successful the team has been at executing that, it has far superseded our expectations. Out of a small roster of 6 riders we have 4 progressing onto bigger things, (1 – UCI Pro-Continental, 2 – UCI Continental, 1 – DN3 French Team). This shows the impact we have had as a team in Europe this year.
As a team we have driven over 25,000km (350 hours), raced in 4 countries, won 11 races, 20 podiums, and raced in 47 international races (11 UCI). What more could you want from a team?
For the period of time we were in Italy we were the most successful team nationally and made a huge impact. From this 2 of the riders are joining one of the longest established UCI teams in Italy. Impressed with the structure of Project 1, the team has asked if we assist them with their ambitions in 2025, focusing on UCI races in Northern Europe.
Project 1 has not gone, we have just changed direction and are following our riders through the ranks.
It has been a great year, thank you to everyone that supported us and helped us achieve what we did.”
After just one season, Project 1 Cycling Team is closing its doors—or, as the team puts it in a statement shared with The British Continental, “changing direction.” Announced as one of British Cycling’s Elite Development Teams at the start of 2024, the team set out with a clear purpose: “Our aim is to give the young riders a chance to progress to the highest levels in cycling and experience as much high-level racing as possible,” it stated on the British Cycling website. By the end of its debut year, it had made notable progress toward that goal, with four of its riders securing places on higher-level teams.
The team’s closure, however, raises questions about its brief existence. Was Project 1 always intended to be a one-season project, or did its swift rider progression lead to its natural conclusion? The answer may lie in its origins. Companies House records confirm that the team was run by the parents of one of the team’s riders, Jenson Brown. This personal connection likely shaped both its creation and its decision to wind down now that Brown has secured a place on a UCI Continental team. The British Continental contacted the team for further information about its closure but had not received a response at the time of writing.
In the statement provided to The British Continental, Project 1 reflected on what it described as a “hugely successful” year. The team claimed to have raced in four countries, participated in 47 international events (11 of which were UCI races), and achieved 11 wins and 20 podium finishes. Their time in Italy was singled out as particularly fruitful, with the team stating that it was “the most successful team nationally” among amateur squads during their time there. Back in the UK, they also won a round of the Alba Road Series in Scotland. For a small amateur outfit, the team succeeded in providing its riders with opportunities to compete at a higher level.
The involvement of the Brown family in running Project 1 adds a personal dimension to its story. While the statement shared with The British Continental does not address this directly, the connection may help to explain its closure. The team’s creation seems to have been motivated by a desire to give Jenson Brown, and a select group of other young riders, the best possible start to their professional careers.
Now that Brown is rumoured to be joining the Italian UCI Continental team MG.Kvis Colors For Peace – and with other riders moving on to other teams too – the original purpose of Project 1 appears to have been fulfilled. The team’s statement also mentions a new collaboration with an Italian UCI team for 2025, which could indicate a continued focus on supporting Brown’s career in a different capacity.
The team’s statement proudly highlights its success in helping riders move up the ranks. Alongside Brown, the team says another rider is also joining an Italian UCI Continental team. Hamish Armitt has signed with Team Novo Nordisk, a UCI ProTeam, and Ben Marsh will ride for the French DN3 outfit Team Apogé Charente-Maritime.
For a small team with just six core riders at the start of the season, these moves are a respectable achievement. While the scale of Project 1’s operations was limited, its tailored approach appears to have helped its riders take the next step in their careers.
The team’s closure—or transformation—feels like a natural conclusion in hindsight. If Project 1 was designed with a specific purpose in mind, that purpose has now been achieved. Its ties to Jenson Brown’s family suggest that its operations were deeply personal and tied to his career progression. Without the need to run a standalone team, their resources and energy can now be redirected towards supporting his next steps, potentially through collaboration with his new team.
In the end, Project 1 made its mark in its own way. It delivered on its promises to its riders, providing them with opportunities and support to develop their careers. Its closure may be bittersweet, but it feels more like the conclusion of a defined project than a failure to continue. Whether this was always the plan or a decision prompted by Brown’s move to a UCI Continental team, Project 1’s closure marks the end of another British development team at a time when domestic pathways for young riders seem to be dwindling.
Project 1 Statement in Full
“Project 1 was set up with the sole purpose of progressing riders through the domestic ranks. We can’t believe how successful the team has been at executing that, it has far superseded our expectations. Out of a small roster of 6 riders we have 4 progressing onto bigger things, (1 – UCI Pro-Continental, 2 – UCI Continental, 1 – DN3 French Team). This shows the impact we have had as a team in Europe this year.
As a team we have driven over 25,000km (350 hours), raced in 4 countries, won 11 races, 20 podiums, and raced in 47 international races (11 UCI). What more could you want from a team?
For the period of time we were in Italy we were the most successful team nationally and made a huge impact. From this 2 of the riders are joining one of the longest established UCI teams in Italy. Impressed with the structure of Project 1, the team has asked if we assist them with their ambitions in 2025, focusing on UCI races in Northern Europe.
Project 1 has not gone, we have just changed direction and are following our riders through the ranks.
It has been a great year, thank you to everyone that supported us and helped us achieve what we did.”
Featured image: Olly Hassell/SWpix.com
Share this:
Discover more from The British Continental
Subscribe to get the latest posts sent to your email.