He was riding so high after that, now he's plunged to the depths of driving 6 hours to compete against no one wearing flowery spandex, and lie about a record.
He gets no love anywhere else so GB negative attention is better than none at all. Even the dog hates him. Em is throwing pots and pans at him, Coop is done with him, the gym tossed him out for the half nude selfies, etc.
His personality is utter garbage and off putting to all. Hence why the only human interaction her gets is here.