“If I doped, I would potentially stand to lose everything,” he said. “It’s a long list. My reputation, my livelihood, my marriage, my family, my house. Everything I’ve achieved, my Olympic medals, my world titles, the CBE I was given. "I would have to take my children to the school gates in a small Lancashire village with everyone looking at me, knowing I had cheated, knowing I had, perhaps, won the Tour de France, but then been caught. “My wife organises races in Lancashire."I have my own sportif, with people coming and paying £40 each to ride. If all that was built on sand, if I was deceiving all those people, I would have to live with the knowledge it could all disappear just like that.”
LANCE ARMSTRONG: All of them. And the faith of all the cancer survivors around the world. So everything I do off of the bike would go away too.And don't think for a second I don't understand that. It's not about money for me. Everything. It's also about the faith that people have put in me over the years. So all of that would be erased.So I don't need it to say in a contract you're fired if you test positive. That's not as important as losing the support of hundreds of millions of people.
Now... my point (before people start busting blood vessels), is that no denial is worth anything.