Who put the sex into cycling?

Though Britain has had its fair share of great female cyclists over the years - the legendary Beryl Burton won a staggering 90 domestic championships and seven world titles in the Sixties and Seventies - they were better known for their gritty determination on two wheels rather than their glamour.

Yet as Britain and the rest of the world's top cyclists converge on London for the Track Cycling World Cup event at the Olympic Park this week, which sold out in 30 minutes, it has become all too apparent that cycling is now sexy.

On these shores, much of that is down to Victoria Pendleton, the sprint champion at the last Olympics in Beijing and an eight-time world champion.

Pendleton's exploits have undoubtedly blazed a trail for the new crop of young cyclists who are forcing their way into Team GB, and not just in terms of her winning mentality but also because of her philosophy that she can look good at the same time as beating the world's elite.

Talking at the launch of her new bike range recently, she says: "I'm a girl and I do like glamorous things so I don't mind being viewed in that way. I don't want to change.

"People tried hard to change me in the beginning because they felt me doing my hair or wearing make-up showed I wasn't committed. I felt like I shouldn't have to compromise on what I think is me."

There is no shortage of glamour in the rest of the British team converging on London this week. Laura Trott is seen as the track rider arguably most capable of taking over the mantle of Britain's leading female cyclist from Pendleton.

Just 19, Trott is already a European and world champion in the team pursuit event but laughs at the idea that the sport is sexy.

"I've never really thought about cycling as being glamorous," she says. "It wasn't something that attracted me to the sport. It was just something that I wanted to do.

"When I'm on the track, I'm not focused on looking good, you just want to win. Of course, when it comes to the podium, we all put on a bit of make-up." She insists, though, that it's not a case of female riders battling for a place in front of the mirror before heading to the medal ceremony. However, appearance has become important.

Pendleton's looks have undoubtedly helped her bag a series of lucrative sponsorship deals and, if Trott wins gold at London 2012, she looks likely to get similar backing.

Despite insisting that cycling glamour plays no part in her build-up to events, Trott admits to a dilemma before this week's track action over what colour to paint her nails. "I couldn't decide whether to go for pink or red," she says. "People were telling me to go red as it's more in line with Team GB colours, but I do like pink."

The knock-on effect of the glamour of cycling has not only been felt in the UK. Italian fashion house Gucci teamed up with bike manufacturer Bianchi recently to come up with their own bike, which boasts a black carbon fibre frame and Gucci's trademark green and red stripes. All for £9,000.

And an American inventor who spotted a female cyclist battling with the pedals in high heels on the streets of San Francisco conjured up the idea of high-heel cleats, coming up with the completed product after an 18-month design process.

From a male perspective, Mark Cavendish, whose move to Team Sky reputedly earned him £1.5 million, has helped boost the glamour of cycling, with Page 3 girlfriend Peta Todd on his arm, a close friendship with the designer Paul Smith and penchant for designer suits.

The crossover between cycling and fashion is increasing, with British riders achieving a far higher profile and a faster-growing appeal for sponsors than ever.

But ultimately, however sexy the sport has become in this country, the likes of Pendleton, Trott and their British teammates will be more concerned with going for gold this week in the Track Cycling World Cup and at the Games than wondering whether to wear eyeliner and what colour to paint their nails.