Lance Armstrong looks pretty good in yellow. But pinstripes? As the champion of the Tour De France, he sported the yellow leader's jersey for a record seven straight years. Now that he's retired from professional cycling, Armstrong is more likely to sport a business suit than be clad in Lycra.  Being wrapped up in business isn't exactly new for Armstrong. For much of his racing career, he wore his corporate connections on his sleeves ... as well as his back, chest and thighs. His longtime business sponsors and partners include Nike (nyse: NKE - news - people ), Bristol-Myers Squibb (nyse: BMY - news - people ), Subaru and Trek Bicycles. Now, Armstrong is lending his name to the 24 Hour Fitness chain. In November 2006, he opened the seventh 24 Hour Fitness Lance Armstrong Sport Club. That's on top of his other full-time gig as the founder and head of the Livestrong Foundation, which he founded ten years ago to fight cancer and assist the disease's survivors.  Forbes.com recently spoke with Armstrong about his retirement from racing, his gubernatorial ambitions, celebrating the anniversary of his cancer diagnosis and why he'll no longer do an endorsement if the deal doesn't somehow benefit society or the fight against cancer.  Forbes.com: You're opening your seventh 24 Hour Fitness Lance Armstrong Sport Club, you're heading up your foundation, you've just completed your first marathon, you recently hosted the ESPYs and you are popping up on the gossip pages almost as much as you did the sports pages. Seems like one helluva "retirement." Is it all you hoped it would be?  Armstrong: Yeah, I'm pretty much flunking at retirement. I didn't know how much I would miss my sport and all that it provided, both good and bad. From a physical standpoint, I miss the hard training. But I don't miss the racing.  What's a typical 24 hours like for you now?  They're busy. I'm traveling something like 200 days out of the year. But when I'm home and it's my turn to have the kids, I'm up at 7 a.m. making breakfast for Luke and the twins and taking them to school at 7:45. I try to work out in the morning or at least before noon--otherwise it just doesn't happen. Then I work on business for the foundation or one of the corporate sponsors. Then it's time to pick up the kids from school. Sometimes, I'll take a business meeting over dinner ... then I try to get ten hours of sleep a day, but usually, I manage about 7.  As a rider, you were renowned for your focus, your team leadership and for heading the peloton as "El Patron." How do you transfer those skills into your business life?  It's all about hard work and commitment. On the bike and in business, it's about being consistent, making your case, having the best people around you and telling the most compelling story. But there are real differences. In racing, you put in the effort, test yourself and you have a really good shot at success. While that's also true in business, fundraising and research, it can all be made more difficult by the political process. Success in those areas isn't measured in miles or a weekend race. It can take a really long time to succeed.  It seems like all your for-profit endeavors have a deliberate corporate social responsibility component. How much of that is born out of your being a cancer survivor?  It's definitely born out of the disease. Fortunately, all of the people and companies I deal with want to be involved and want to help my particular causes. Given that, I wouldn't do an endorsement deal now if it didn't benefit society or the movement.  When you strike a deal with a business partner like 24 Hour Fitness, do you insist on a community services or charitable component? How do you get companies to stop thinking that they're giving away profits, but rather, investing in future customers and increased business?  The success of the yellow Livestrong bands helped with that. They made Livestrong a recognizable brand with a distinct attitude that represents a lifestyle and really stands for something. People and companies want to be associated with that. It's an obvious benefit to them, and it doesn't take a lot to convincing anymore.  Do you think corporations have a responsibility to be socially responsible?  I think they do. The federal government can't do everything now. There's too much distraction there. If not for generous people like Bill Gates and Warren Buffett--and their companies--the world be a harder place to live in. Look at what Howard Shultz did with Starbucks and how everyone there has health insurance. I was talking to him the other day, and he's now trying to take that concept further and make sure everyone is insured. That's his passion, and that's the way he runs Starbucks. He and his company set out to make a difference, and they're doing just that.  Your legacy as a rider is already written. But how would you like colleagues and customers to describe Lance Armstrong, businessman?  [Laughs] Everyone wants to be described as successful. But I would like to be known as someone who picked his partners well. Some of the corporate relationships I've had--with Nike, Oakley, Trek--I've had for ten or more years. I want them to say, "Lance? He's been loyal."  I read recently that around this time last year, you were considering eventually running for governor of Texas. Gov. Armstrong sounds pretty good. Is it gonna happen?  [Laughs] The political process is so cutthroat. I'm not sure why you'd subject yourself to all of that, possibly win and then find out all you really have is a full time job! [Laughs] That said, public service is one of the highest forms of nobility you can aspire to. I just don't know if it's for me.  So we're more likely to see you run another NYC marathon than run for office?  Speaking of which, are you glad you ran the marathon? Will we see you cross the finish line in Central Park again?  I would say there's a very good chance of that.  The tenth anniversary of your diagnosis was on Oct 2. How did you celebrate?  We had a little get-together at my house in Austin. It was just a few friends, family, my kids and their mom. Everyone came over, and we ordered in some Mexican food, set up a margarita machine and had a good time.  How do you think you'll celebrate the 20th anniversary?  I'll be 45. Luke will be 16, and the twins will be 14. They'll probably be in school, but I'll probably be here in Austin. And given how great the tenth anniversary went, I wouldn't be surprised if I do the exact same thing.
The seven-time Tour de France winner's take on the role of business, his gubernatorial aspirations and the tenth anniversary of his cancer diagnosis.