Based on the theory of labelling, this paper sought to better understand doping norms in Swiss national and international elite cycling. Methods: The investigation was based on 16 semi-structured interviews conducted in 2007 with eight active Swiss national and international elite cyclists and other people involved in cycling (coaches, physicians, cycling team and individual managers, journalists). Findings: Doping was considered deviant at the national elite level, but not at the international level. At the national elite level, dopers were considered the `outsiders`, and the `insiders` were cyclists who did not use performance-enhancing substances. In contrast at the international elite level, dopers were considered the `insiders`. Nevertheless, some changes were observed in international elite cycling: even if some social pressures to dope persisted at the international elite level, they were less strong. Clean cyclists were not harassed or excluded from international elite cycling. Notably, a personal physician outside the cycling environment emerged as the rule creator and enforcer, and could be considered the moral entrepreneur in this study. Finally, the definition of doping in the cycling environment differed from the World Anti-Doping Agency (WADA). Conclusions and implications: Doping norms in international elite cycling have evolved slowly. It seems important that the WADA continues its effort to develop more efficient preventive and repressive anti-doping actions, and to extend these measures to all persons involved in doping practices, such as personal physicians who play an important role in doping use and norms.
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