Colorado has a checkered history with pro cycling road races. But a British company thinks it can succeed here.

It’s been nearly six years since the last pro road cycling stage race wound its way through Colorado’s high peaks and mountain towns. Since then, fans have been left wondering if big-time road racing will ever return to the state that helped shape it.

Now, a British company thinks it can bring the pro peloton back.

Last month, UK-based Infinity Events Group, announced its plans to launch a world-class men’s stage race in Colorado beginning in September 2026. Called the Tour of Colorado, the proposed five-day event promises top-tier teams, iconic mountain passes and a revival of the state’s rich cycling heritage. (That name, by the way, is owned by a Colorado Springs businessman who seems disinclined to share without payment.)

For the last five decades, Colorado has played center stage in the drama of professional road cycling in the United States. From the Red Zinger and Coors Classic in the 1970s and ’80s to more recent attempts like the USA Pro Challenge and the Colorado Classic, Colorado has long been a proving ground for high-profile stage races. Each new event was heralded as the one that would finally cement professional road racing’s place in the American sports landscape, generating both fandom and financial gains. 

But Colorado’s proving ground also became a burial site, with every one of the beloved cycling events succumbing to the same fate: financial collapse. Events across the U.S. followed a similar script, with the Tours of Utah and California both shuttering in 2019. Despite running successfully for over a decade, both races eventually succumbed to declining sponsorship revenue and increasing costs.

So for a sport that’s seen this story before — grand ambitions and short lifespans — the news about a new stage race raised more eyebrows than clanging cowbells. Can a new event succeed where so many others have failed? Or is it destined to become another chapter in American cycling’s long history of boom and bust?

A storied history of stage racing in Colorado

Stage racing in the U.S. has a rich — if turbulent — history, particularly in Colorado.

Although late to the game by international cycling standards — the Tour de France has been running since 1903 — Colorado made a name for itself in the 1970s and ‘80s with the Coors Classic, which ran from 1975 to 1988. (For its first four years, the race was called the Red Zinger, named after a Celestial Seasonings tea, before beer baron Peter Coors took over the reins as title sponsor.) The Coors Classic was the first major U.S. stage race to gain international acclaim, and at one point, it was considered the fourth biggest race in the world. American champion Greg LeMond won the Coors Classic in 1981 and 1985; the following year, he won the Tour de France. In a bit of a role reversal, Frenchman Bernard Hinault came to Colorado and won the Coors Classic in 1986.

The race not only put Colorado on the map for European racers — many of whom had never competed in the U.S. — but also set lasting precedents in stage racing. When it debuted in 1975, the Red Zinger was one of the first stage races in the world to include a women’s field. To this day, some of Europe’s most revered races still lack women’s editions. The Coors Classic also gave rise to the era of televised bike racing in the U.S. David Michaels, who had a 40-year career with NBC Sports, got his start at the Coors Classic and eventually went on to produce NBC’s Tour de France coverage.

The Coors Classic started with stages in Boulder, Denver, and Keystone, later expanding to include Estes Park, Vail, Aspen, and Grand Junction. In its final years, it even added stages in Hawaii, California, and Nevada. But after 14 editions, the Adolph Coors Company opted to redirect its cycling investment elsewhere. Promoter Michael Aisner hoped to find a new sponsor, but no company wanted to take over an event so closely tied to the Coors brand. Stage racing in Colorado went dormant for the next two decades.

The 2010s brought renewed hope with the launch of the USA Pro Cycling Challenge in 2011. Colorado’s new flagship stage race attracted international stars and major sponsors, and joined the Amgen Tour of California and the Larry H. Miller Tour of Utah as one of the country’s premier stage races. Despite strong TV coverage and enthusiastic support from host cities, the event folded after five years. Owners cited a $20 million loss and the inability to land a title sponsor.

In 2017, Ken Gart’s RPM Events Group took a swing with the Colorado Classic. The event launched with both men’s and women’s races and a downtown Denver music festival. But from the outset, it seemed to be running on fumes with low spectator turnout and limited sponsor enthusiasm. After just two years, organizers canceled the music festival and pivoted to a women’s-only race in 2019 with new backing from VF Corp. That edition showed promise, but the COVID-19 pandemic forced a two-year hiatus. In 2022, Gart’s final effort to revive the event failed, and the Colorado Classic folded.

While Colorado has long been ground zero for U.S. stage racing, the challenges aren’t unique to the state. In 2019, Anschutz Entertainment Group suspended the popular Amgen Tour of California, citing shifting “business fundamentals” for both the men’s and women’s races. In 2021, the Tour of Utah was scrubbed after back-to-back pandemic years. That race, which launched in 2004 and was purchased by the Utah-based Larry H. Miller Group in 2007, had once drawn hundreds of the world’s best cyclists and thousands of amateur participants for noncompetitive public rides.

These events were once thought to signal a new era for American stage racing. But time and again, they’ve struggled to clear the financial and logistical hurdles that European races have long since overcome. Can Infinity Events Group’s new bid with the Tour of Colorado rise above these past failures? Or, perhaps more importantly, why do they even want to try? 

A bold claim, with little to back it up

Scott Taylor, the director of Infinity Events Group, has never been to Colorado. Yet that isn’t stopping him from leaning on the state’s rich heritage in cycling to propose a brand-new stage race. 

“Originally I was thinking California,” Taylor told The Colorado Sun. “As I did more research, I started to realize that Colorado offered some amazing opportunities in terms of what a course might look like, the scenery, how that might translate to broadcast and press. It has an interesting history of previous races that translates to some untapped support and a wish to see racing back in the state.”

Taylor is right about one thing: The wish to see professional cycling in Colorado is perennial for fans, athletes and event promoters and even cycling’s governing body, USA Cycling. The “untapped support” that Taylor speaks of is the trickier reality. 

Set amidst the backdrop of races doomed by financial hurdles, Taylor’s bold pronouncement has been met with skepticism from everyone from race promoters to cycling fans. The fact that Infinity Events Group has never put on an event, cycling or otherwise, heightens that doubt. 

Taylor said that while he’s yet to promote a bike race, he has worked on some productions in both the UK and abroad. He also likened his role to one of an orchestra conductor, albeit one who is directing a yet-to-be-assembled team of experienced players. 

“I’ve worked on the Commonwealth Games, world championships, national events — I’ve got experience,” Taylor said. “I can come up with vision, ideas, all of that. But it’s the people coming together to make it happen and their experiences. 

“Until all of it comes together, I’m not naming anyone. If I tie them to it now, I don’t think that’s particularly fair, to be honest.”​

Despite the lack of a proven track record, Infinity has garnered endorsements from USA Cycling and Colorado Gov. Jared Polis, who expressed enthusiasm in a news release — “I’m excited to watch the 2026 Tour of Colorado stage race, which gathers cyclists from across the world to compete at the highest level in the Rocky Mountains,” Polis said.​

However, beyond the governor’s blessing, there were very few details in the release.  Who is funding this endeavor? How much money is committed, and for how long? Without a deep-pocketed title sponsor or significant media rights deals — both of which eluded past races — history suggests that enthusiasm alone won’t pay the bills.

Yet Taylor is nothing if not enthusiastic. 

“We have begun the process; it’s at early stages,” he said. “We’ve had some positive conversations, and there is certainly more to do.”

At the top of Taylor’s to-do list is likely “FIND SPONSORS,” typed in boldface. 

Brand partnerships are key to the success of any event. The Tour of California lasted 14 years thanks to Amgen and Lexus. The Tour of Utah lasted even longer thanks to the Larry Miller car dealerships.

In Colorado, it was Coors that kept the taps open at the Coors Classic, and the USA Pro Cycling Challenge was backed by an initial $10 million investment from Richard Schaden, the former owner of Quiznos. But when no sponsor stepped up to fund the 2016 edition of the race, Schaden was out. 

Announcing the launch of the Tour of Colorado before announcing the event’s partners is certainly not a traditional move. Typically, an event organizer who wants to put on a race makes an effort to find sponsors before they go big in the media. Taylor took the opposite approach, getting a release on the desks of all major cycling outlets without having answers to the inevitable questions their journalists might ask.

Taylor told The Sun that he is working on a lot of the logistics “in tandem;” i.e., he’s cold calling potential partners at the same time that he’s also reaching out to officials in potential host cities. 

Nevertheless, “the main thing is relying on the commercial partnerships,” Taylor said. “You have to have the money to make things possible. We’ve got to get the money to come in, but we can’t hold off on the other conversations.”

For Kristin Klein, the president of the Amgen Tour of California from 2006-2019, having credible, committed partners from the outset was integral in getting other stakeholders — municipalities, state officials, and the cycling industry — on board. The Tour of California benefited from significant corporate partnerships, including title sponsor Amgen and vehicle sponsor Lexus, which provided substantial support and visibility for the race.

“Having partners like the ones we had was very helpful, along with having a strong reputation from an overall competition standpoint,” she said. “That 100% set the race up for success.”

For USA Cycling, which also endorsed the new race in the Infinity Events Group’s news release, bringing professional stage racing back to Colorado could have significant long-term benefits for the organization. As the national governing body, its mission includes supporting athlete development and expanding opportunities to grow the sport at home. For USA Cycling CEO Brendan Quirk, a new Tour of Colorado would be in line with that mission. 

However, Quirk also hinted at the audacity of Taylor’s vision. 

“We recognize that event organizers are entrepreneurs and entrepreneurs often think big. That’s how I view this,” he said. “This is an entrepreneur that’s dreaming big, and we support big dreams. And we hope that they can put together a set of sponsors that provide them with the economics that would bring this race to life.”

Quirk’s guarded optimism underscores a broader truth: Professional road racing in the U.S. has long relied on the vision — and risk tolerance — of individual entrepreneurs. But those two qualities alone aren’t enough. Turning a bold idea into a lasting institution requires deep resources, committed partners and a clear understanding of what it takes to execute at the highest level. 

Just ask Klein, who spent 14 years at the helm of the Tour of California. 

“I’m not saying we did it any better than anyone else because it is a lot of work,” she said. “You just have to have the right people and partners in place on every single level to make it sustainable.”​

Do host towns even want this? 

While big corporate partners are the engine driving multiday events, host venues are the wheels that keep them running. Without cities willing to open their roads, fund logistics and accommodate thousands of cyclists, staff and fans, there would be no stages, no spectacle and certainly no economic impact.

Nevertheless, hosting a major cycling race is far from a guarantee for communities. For cities like Aspen, Durango and Vail, hosting the Pro Cycling Challenge in its heyday brought massive excitement — but also some significant challenges.

In Aspen, longtime city director of events and marketing Nancy Lesley recalls the initial excitement that made the town a proud partner of the race for its entire five-year run.

“At the time, it was something so different and unique,” Lesley said. “The Amgen Tour of California was really the only other major race at the time, so it was incredibly exciting to be part of something that the rest of the world was already so heavily involved in.”

The race was a draw for local fans and tourists alike. For a town that thrives on both tourism and has a healthy cycling community, the economic benefits were clear. But those benefits were balanced by significant costs — not just in terms of cash contributions, but also in the logistical lift required to make it happen. According to the Aspen Daily News, Aspen’s annual contributions to the Pro Cycling Challenge ranged from $125,000 to $215,000, alongside an extensive roster of hotel room donations and logistical support.

So when the organizers of the Colorado Classic approached Aspen city officials to host a stage of the race in 2017 and again in 2019, the answer was a polite “no, thank you.” 

According to Lesley, the decision became more about priorities than cost — and those priorities had shifted after the shuttering of the Pro Cycling Challenge. 

“Our directive from the previous city council was really to focus on community events. July 4, the community picnic, Mactoberfest — those sorts of things are really kind of where we focus our attention and try to give our community members something to remember, some unique experience,” she said. “We get such positive feedback from these types of events so that’s our priority now.”

This shift in focus highlights a broader trend in some of Colorado’s iconic towns. Once eager to host cycling races, municipalities are now rethinking their involvement. Many are now cautious about confronting the challenges of hosting large-scale events, especially when the benefits are more short-term and less tangible than expected.

Durango’s experience provides a case study in both the potential and the pitfalls of hosting a major cycling event. For Mary Monroe, who was co-chair of the 2012 Pro Cycling Challenge when it kicked off in Durango, hosting the first stage of the second year of the race was a huge privilege.

“To help bring such a prestigious event to a community that lives and breathes outdoor adventure was amazing” she said. “Durango didn’t just host a bike race — we told a story about who we are as a community.”

Durango’s kickoff stage saw over 25,000 spectators lining the streets, and the race enjoyed extensive national television coverage. The event created a unique opportunity for Durango to showcase its local pride and outdoor culture. But, it also required substantial financial and resource investments from the city of 20,000 people.

“From a logistics and resource standpoint, it was a huge lift for a small community,” Monroe said. “The Local Organizing Committee raised over $500,000 in cash and in-kind services and included coordination across every city/county department — police, fire, safety, transportation, marketing, sponsorship, and volunteer efforts.”

While the community rallied around the event, Monroe said that a disconnect in values between the race organizers and Durango’s small-town culture eventually led to hesitations about future involvement.

“We’re a community that places a high priority on relationships, transparency, and long-term community benefit,” she said. “The events that really succeed are the ones where community ownership isn’t just symbolic.”

In the years that followed, Durango declined offers to host future stages of the Pro Challenge. While there was interest, the city’s decision was influenced by the challenges of ensuring long-term sustainability — financially, culturally and logistically.

“When road races become community races, that’s when the magic happens,” Monroe said. “Races that are managed by outside entities without truly embedding in the community can struggle to build lasting momentum. Sustainability depends on shared ownership, not just event-day excitement.”

As communities like Aspen and Durango recalibrate their approach to hosting cycling events, many are taking a more cautious stance. For Monroe, a key concern is the increasing safety risks that cyclists face on the road, highlighted by tragedies such as the 2023 death of Magnus White, a 17-year-old national team member who was killed on a training ride in Boulder. 

A new race that would bring both visibility and a commitment to improving road safety might have a place in Durango, she said. Otherwise, she said, safety has too often been overlooked.

“We have an opportunity to rethink how these events can protect riders, advocate for change and still deliver the energy and economic boost communities desire.”

Without sustainable, long-term partnerships with cities and other municipalities, a stage race’s chances of survival are slim. Klein said that, after the initial commitment of big corporate sponsors, the Tour of California’s dedication to fostering long-term relationships with host venues was paramount. 

“We built and nurtured strong relationships with cities across the state of California, which was incredibly important,” she said. “We viewed the Tour of California as a postcard for the state, and we shined a spotlight on all of the cities we went through.” 

For Colorado’s mountain towns, which don’t necessarily need the constant spotlight, the decision to host a stage race has become more nuanced. Sure, the extra cash from visitors and fans is nice, but shifting community priorities, safety concerns and limited budgets have come increasingly into focus. Furthermore, the tread marks of previous failed races haven’t yet faded from city streets and high passes. 

The return of a major road race to Colorado would require more than Taylor’s and Infinity Events Group’s professed ambition. They will first need to navigate familiar roadblocks like securing funding, gaining community support and earning the trust of municipalities still wary from past experiences. While the state’s cycling heritage may be rich, so is its legacy of high-profile races that fizzled out. Any hopefulness about the Tour of Colorado is tempered by history. 

Yes, as the governor and USA Cycling have made clear, if Infinity’s way matches their will, the new event will have support. After all, it’s hard to forget what the possibility looks and feels like.

“Watching those riders climb Independence Pass, it was like watching the Tour de France —  that was our Tour de France,” Aspen’s Lesley said. “It gave those of us fortunate enough to be around it the ability to touch, taste and feel that.

“So would we have a conversation about a new race? I think the city of Aspen has shown historically that big unique events that help market Aspen to the international community and that benefit a lot of sectors in our community are always worth a look and a conversation.”