Brainchild of Madison CEO Dominic Langan, Madison Genesis was born in early 2012. Langan enlisted the advice of consultant Anthony McCrossan to help set up the team. Roger Hammond was chosen as team manager when McCrossan and Madison marketing director Kellie Parsons met. They exchanged folded pieces of paper – both containing the name of their preferred choice for the role – both reading Hammond.
Team progression
Hammond was hired and ten riders were signed to compete in the 2013 season. In year one the team would finish second at the Tour Series, with wins for Ian Bibby at the London Nocturne and Dean Downing at the Beaumont Trophy. Ahead of 2014, Hammond expressed how changes in personnel would improve the squad. Another second place at the Tour Series in 2014 was supplemented with a stage win at the An Post Ras for Liam Holohan, while Alex Peters won the under-23 general classification at the same race. In 2015 Madison Genesis enjoyed its strongest season, which culminated in winning the Pearl Izumi Tour Series – along with Erick Rowsell taking eighth in the Tour de Yorkshire. Hammond's analysis revealed a team on the up. Madison Genesis finished 2015 wearing the King of the Mountains jersey for three stages of the Tour of Britain, which produced a memorable battle until the final climb, where Hammond sent the entire squad to the front of the peloton, to chase the breakaway and try to regain the jersey. In 2016, it was announced that Hammond would become a sports director at World Tour team Dimension Data - but would continue to act as a consultant to Madison Genesis. Mark Cavendish's CVNDSH Scholarship would support Madison Genesis riders with training and tactical advice. Ex-team rider Mike Northey would transition to become Madison Genesis team manager in May 2016, after being forced to retire following the diagnosis of a heart virus earlier that year. On the road, the team remained at the forefront of the British domestic scene, with Tom Stewart recording wins at the Lincoln GP, Velothon Wales and GP of Wales. Gruffudd Lewis wore the Best British Rider jersey at the Tour de Yorkshire while also scoring 2nd at the Cicle Classic 1.2, Tobyn Horton scored a top-ten position at RideLondon, while Erick Rowsell survived in the breakaway to finish third on stage five of the Tour of Britain. In 2017 the team signed four new riders - Alex Paton, Johnny McEvoy, Rich Handley and Connor Swift - with Tristan Robins, Felix English and Tom Stewart departing. Connor Swift scored all three of the team's victories, with two coming at the Tour Series and one at the Leicester Castle Classic. After the 2017 Tour of Britain, Mike Northey stepped down from his role as team manager to return home to his family in New Zealand. In October 2017, Colin Sturgess was named as the team's new manager and five new signings were announced. George Atkins, Mike Cuming, Isaac Mundy, George Pym and Neil van der Ploeg all joined the 12-rider squad. Success followed with Johnny McEvoy winning the Spring Cup series and Connor Swift becoming British national road race champion and winning the Wales Open Crit. In October 2018, it was announced that Sturgess would depart the team, and Roger Hammond would return as manager. Five new riders were announced for 2019 - Ian Bibby, Joe Laverick, Tom Moses, Jon Mould and Joey Walker. In 2019 the team enjoyed success with Connor Swift and Joey Walker taking individual Tour Series victories, Ian Bibby winning the Lancaster GP and Matt Holmes winning the Manx International, finishing sixth at the Tour de Yorkshire and the best placed British rider at the Tour of Britain, with 15th overall. The team announced it would cease racing at the end of the 2019 season.
Bikes
In 2013 and 2014 Madison Genesis exclusively rode steel Genesis Volare bikes. The team also had the choice of using the new carbon Genesis Zero frames for the 2014 Tour of Britain, with an updated version of the Zero launched for the team at the 2015 Tour of Britain. A prototype bike appeared under Connor Swift at the 2017 Leicester Castle Classic - this was confirmed as the Genesis Zero SL, which the team raced throughout 2018. Riders choose between carbon and steel bikes "dependant on the race and terrain faced."
