Shelly Pridham will join the Israeli Startup Nation next season, becoming the first female sports director on the men's world tour.

A former professional player herself with a 15-year career, Pridham established herself as a top-notch director and manager with British team Raleigh. She has since become the team's owner, but in her new role she will direct some of the world's most successful male riders, including Chris Froome, Michael Woods, and Dan Martin.

"I'm really proud and privileged to be the first woman to be a sport director at the World Tour level, to join one of the best teams in the world and to be in charge of some of the greatest and most legendary riders," Pridham said. [So for me, I want to make it work. Then other riders will follow the same path, and that really means a lot to me." [My role is that of a sportif director, not a women's director. I will be dealing with the same issues as my colleagues.

Team director Kjell Carlstrom emphasized Pridham's reliability and welcomed her to the team.

"She has what we need to succeed: experience and skills. I believe Cherry will be a positive influence on our team and get the job done."

Pridham has already worked with Rene Andre, Claudio Cozzi, Dirk Demol, Zach Dempster, Oscar Guerrero, Lionel Marie, Dror Pekacz, Nicki Sorensen, and Eric van Lancker, among others, in Israeli joins an extensive list of sports directors in the Startup Nation. Rick Verbrugghe has already been announced as sports manager for 2021.

"Shelly has the distinction of being the first female sporting director of a men's World Tour team. She has served in a variety of roles on both the women's and men's teams, and her experience and success have earned her this position," said team owner Sylvan Adams.

"Shelly is a true professional and will get the opportunity to work with the best riders in the pro peloton. We welcome her to the Israel Startup Nation. I am very much looking forward to next season."

The Israel Startup Nation team has strengthened significantly in recent months, adding four-time Tour de France winner Chris Froome along with Michael Woods, Patrick Bevin, Sepp Vanmarcke, and Daryl Impey.