How to advertise on The Wild Ones Cycling Podcast: what it costs, who buys, and how to book

Host-read inventory on this cycling show is sold direct through Cade Media, the host's own production company, and quoted per campaign rather than off a public rate card. Spotsnow puts direct-response reads at a bit over a third of the ad mix, which makes this an awareness-leaning feed with a working direct-response corner. Garmin anchors it with roughly 19 to 22 tracked appearances, every one of them host-read. If you're weighing a buy, that's the shape of the show: one endurance-gear partner living in the feed long term, with coded offers running alongside. Spotsnow estimates all of this from tracked advertiser activity, not audience surveys.

The Wild Ones Cycling Podcast runs weekly, covering cycling news, tech leaks, gear recalls and the arguments the sport is actually having.

Why The Wild Ones Cycling Podcast sells reach and association, not coded attribution

Francis Cade is a British cycling creator and former Elite-level road racer who founded Cade Media, and he co-hosts with Jimmi and Emily. The show sits in Spotsnow's sports category, with technology and health and fitness as secondary classifications, and its biggest host-read partner comes out of electrical and electronic manufacturing.

Spotsnow data shows direct-response reads make up a bit over a third of the mix here. That's the honest framing: the anchor read carries no code and no URL, so most of the money on this show is buying endorsement and category association rather than a trackable click path. Where a coded read pays off, it pays off well, and NordVPN's commitment says it does. But the format argument is the real one. This is a conversational, opinionated show where three hosts argue about bike tech for an hour, and the ad break doesn't land as an interruption because the ad is usually about bike tech too. Attention doesn't drop out at the handoff. A host-read spot borrows exactly that, the sense that the person reading it actually rides.

On influence, Spotsnow records an Apple Podcasts average of 4.9 from roughly 135 to 151 ratings, and the Cade Media YouTube channel carries roughly 417,000 subscribers. Estimated reach for the podcast is roughly 170,000 listeners, per Spotsnow, and that's an estimate rather than an audited count. The influence is concentrated across the feed and the video channel instead of spread thin across every platform, which is why a single read can land twice.

Who's listening, in words: mostly men, skewing younger and mid-career, with high-income listeners making up a large share. The audience is US-centered with a strong English-speaking international tail across the UK, Canada and Australia.

Who is advertising on The Wild Ones Cycling Podcast

The roster is broad and nationally recognizable, well over 100 brands tracked by Spotsnow across recent activity, with gear and tech brands holding the host-read slots and most of the rest running produced spots. Names a buyer would know include Garmin, NordVPN, Mint Mobile, LinkedIn and Disney Plus.

The anchor advertisers, broken down

Garmin

Garmin sells GPS bike computers, power meters, smart lights and training wearables. Spotsnow attributes roughly 19 to 22 tracked appearances to Garmin on this show, all host-read, with estimated total spend over $50K. The reads are endorsement rather than direct response. It fits because the hosts already train with the hardware and say so, which means the product claim and the show's expertise are the same claim.

NordVPN

NordVPN sells consumer VPN and threat protection. Spotsnow data shows roughly 8 to 9 tracked appearances with estimated total spend over $50K, classified as direct-response host-read. A subscription product with a coded offer works here because the audience is comfortable buying software on a recommendation and travels enough that the pitch has a real use case.

Mint Mobile

Mint Mobile sells low-cost prepaid wireless. Spotsnow attributes roughly 10 to 12 appearances and estimated total spend over $10K, mostly produced with some host-read. It's a mass-reach buy that doesn't need cycling context, and it keeps running, which tells you the feed delivers volume as well as credibility.

The outlier worth noting

Autotrader shows up in the Spotsnow roster with a mix that leans heavily produced and a handful of host-read appearances. Different objective entirely, no endurance angle, and it still sustains a presence. That's a useful signal if your brand has nothing to do with bikes but wants a male, high-income audience that finishes episodes.

All spend figures are Spotsnow estimates.

Why sports brands cluster here

Cycling is a gear sport with an expensive, researched purchase cycle, and this feed is where people argue about those purchases before making them. A former Elite racer saying he's used a brand's head units since 2012 is not a read, it's a review, and the audience treats it as one. That's why the anchor spend here goes to hardware rather than to a coded subscription offer: a power meter doesn't convert off a promo code, it converts off six months of someone you trust mentioning it in passing. Add the income skew and you get an audience that can act on a recommendation for a $1,000 component without flinching. The produced roster, telecom and streaming and finance, is buying something different, which is simply a large male audience that doesn't skip. Both work in the same feed. If you sell endurance gear, nutrition, apparel or bike tech, you're buying the host's authority. If you sell anything else, you're buying attention that happens to be concentrated and well-off.

How your ad could sound

The hook is the strongest part. It opens on a problem every rider has, "knowing when to train and when to take a rest day", and only then introduces the sponsor. No product name in the first line. By the time Garmin arrives, the listener has already agreed with the premise. The product detail is specific too, power, cadence, left-right balance, which reads like someone who uses the thing rather than someone reading a spec sheet. The handoff back into the episode is clean enough that you barely notice the seam.

What it gives up is attribution. "So thank you once again to Garmin for supporting this show" is a support line, not an ask. There's no code, no vanity URL, no reason to act this week. For a brand with Garmin's recognition that's a defensible trade. For most brands it isn't. If you're buying a read on this show and you need numbers back, write one destination into the copy, put it before the product list rather than after it, and give the host a reason to say it twice. The second half of this read also stacks six product lines in one breath, which is where a listener's attention leaks. Pick one product, let the host tell one story about it.

View what a great sample ad looks like here.

What makes a show like this convert

1. The format carries the break. Conversational, three-host shows fold the read into the discussion, so the ad arrives in the same voice as the content around it.
2. Host credibility is category-specific. Francis Cade raced at Elite level and built a cycling media company, so a gear claim from him carries weight a voice actor can't fake.
3. The audience can afford the recommendation. Spotsnow describes the listener base as mostly men, skewing younger and mid-career, with high-income listeners heavily represented and an estimated reach of roughly 170,000.
4. Repeat buying proves the math. Garmin's roughly 19 to 22 tracked appearances, per Spotsnow, is not a test budget. Brands don't renew that many times on a feed that doesn't move product.

The Wild Ones Cycling Podcast in a nutshell

The listeners are mostly men, younger and mid-career, high-income, US-centered with solid UK, Canadian and Australian pockets, and deeply invested in bike tech. The buyers already in the feed split two ways: endurance hardware taking long-running host-read endorsements, and national telecom, streaming and finance brands running produced spots. Everything is sold direct through Cade Media and quoted per campaign. Treat it as an awareness and association buy first, with a proven direct-response lane if your offer can carry a code.

The Wild Ones Cycling Podcast isn't the only feed reaching this audience. Spotsnow shows which sports podcasts have host-read spots open right now, and which brands already buy them.