You would think it difficult for Bradley Wiggins' stock to rise much further after he became the first Briton to win the Tour de France ten days ago.
But even as he rode up the Champs Elysee in the yellow jersey to a rapturous reception, the Olympics was looming as his next career milestone.
After disappointment for Team GB in the weekend's road race, Wiggins' today became Great Britain's most decorated Olympian by picking up gold in the men's time trial after a phenomenal ride - he has now won seven Olympic medals during his incredible cycling career, one more than rower Steve Redgrave.
Becoming one of the country’s greatest ever sportsman has made him a rich - and soon to be even richer - man, but it is a mark of a true champion that he didn't do it for the money.
The 32-year-old - who now lives in Lancashire's western Pennines with wife Catherine, and children Ben and Isabella - was raised pedalling round a council estate in Kilburn.
He started track cycling at the age of 12 in south London’s Herne Hill Velodrome, where a crash sent Bradley on the road to greatness, as the £1000 compensation awarded was spend on his first proper racing bike.
After early successes as a young track cyclist, Wiggins tried to put in place a back-up plan: he trained as a carpenter and took a course in business studies which he later 'got chucked off from'.
But then came Olympic success: Wiggins sped to a bronze at the Sydney Olympics in 2000. He then won a gold, silver and bronze at the 2004 Athens Olympics, and two golds from the 2008 Beijing Olympics.
Bradley Wiggins sporting his new clothing deal with Fred Perry
For his successes in cycling, he was given an OBE in 2005 New Year's honours.
Wiggins published an autobiography in 2009 entitled ‘In pursuit of glory’ which recounts the highs and lows of his cycling career.
In it Wiggins tells of his spiral into doubt and depression after the 2004 Olympics - when his low income and lack of recognition left his family struggling for money.
In an interview with Guardian, Wiggins said: 'I woke up every Monday morning and we were still overdrawn and I'd think "God I don't feel like riding my bike again".'
While sales of this book - published by Orion - are likely to spike, it will soon have some competition on the sports shelves.
Birlinn limited, an Edinburgh based publisher, has announced that 'Bradley Wiggins: Tour de France' will be published in October 2012 to refresh his incredible story.
Meanwhile, he has recently signed a new clothing deal with Fred Perry adding another facet to his earnings. ‘The Wiggins collection’ is inspired by the 'relationship between sport and [the mod] subculture'.
Bike sales have spiked since the final week of the Tour de France, and Wiggins could follow former cycling stars in lending his name to a range of bikes and cycling equipment.
In the week before Wiggins was crowned winner, figures produced by Visa, show that UK customers spent more than £21.13million in bike stores.
The Wiggins effect boosted Halfords July sales by 12 per cent on its top-end Boardman bikes, which cost £600 - £1300 and were designed and licensed by the 1990s Olympic champion and Tour de France stage winner Chris Boardman.
Bradley Wiggins: The first Briton to win the Tour de FranceNow to the serious stuff. His triumph in Paris ten days ago earned him £350,000 in prize money alone but it will be worth far more in future negotiations with Sky Procycling over a new contract - and in signing lucrative advertising deals.
After making the tough transition to road racing, his fourth place position at the Tour in 2009 earned him his flagship role with Team Sky in 2010 and a £1.2million contract.
A disastrous first year as team leader and then a crash out of the Tour the following year left Wiggins' status on a knife-edge. But experts say he is now in a position to land a series of lucrative endorsements and sponsorship deals.
PR guru Max Clifford said: ‘Bradley has a squeaky-clean sporting image which will be very attractive to sponsors. Bradley has the potential to earn £20million over the next five years.’
