DSE's Making Names | Lucas Bourgoyne | Episode 3

Lucas Bourgoyne is not your typical cyclist. In this episode, Lucas breaks down what criterium racing really is. Fast, technical, downtown chaos that feels like an Americanized version of the Tour de France. He walks us through his journey from elite running, including age-group world records and national titles, to cycling after a serious foot injury. Just months later, that switch led to his first national championship. We dive into Lucas’s years racing in Europe, the injuries and setbacks that tested him, and the mindset that kept him pushing forward. The conversation then shifts to his return to the U.S., how he learned to win crit races, and why short-form content became a turning point for building real attention, real community, and real sponsor ROI. Lucas also explains the origin of Criterion Cowboy, how Cowboy Coaching was built, what it takes to run a race team and media operation at the same time, and what’s coming next in 2026 with bigger races, bigger storytelling, and a bigger show for fans.