EVENT FOCUS | CYCLETTA >>> to see so many more women cycling,
not just at Cycletta but every day, and we really hope this continues.” While Pendleton has been the media-
grabbing figurehead of the rides, Jo Dytch of Participate, former organiser of the Etape Caledonia, has put the rides together in her role as project director. Dytch admits that there were higher hopes
for participation, but tells BikeBiz that this year’s rides are a solid beginning from which to build on. “We’re pleased with the attendance. It was
slightly less than we thought, but overall it’s great and a positive start. “We had everyone from experienced cyclists to novices take part – everyone came together. It was great to see. “A cross section of women took part and the
charity element proved important to a lot of the riders, while for others it’s just the chance for a ride.” Cycletta has tasked itself with encouraging
more women to cycle, but it’s not just the job of events like the two this year to foster the market, says Dytch: “We help grow women cycling through events like ours, but also the industry is becoming more inclusive, less exclusive and more open. “I think we need lots more events and most
of all we need everyone to get involved to make it successful.”
“We found that the women taking part in
Cycletta liked to ride around in groups. Something like Cycletta is less intimidating than some cycling clubs, say, which are usually male dominated.” Having a celebrity cyclist ambassador has helped to bring the media on board and increase coverage, Dytch explains. “It absolutely has with Vicky P at the helm. She is inspirational and she’s also someone that people can relate to. At the Cycletta rides she started them off. She also stopped along the route and hung around after the rides had finished to talk to the riders. That went down well with the riders.”
Cycletta participants were also treated to a
range of post-ride facilities, not least a helmet hair clinic. “That’s developed beyond that original
Pendleton takes a leisurely pace for Cycletta South
offering. We initially announced it as a helmet hair clinic, but it’s now a full pamper zone, with head massages – and Indian head massages this time – and a nail bar. For the helmet hair we’ve had a hairdresser on hand, using dry shampoo on the riders. “It absolutely was not meant to be
Riders at Cycletta North enjoying picturesque spots along the route
patronising,” Dytch emphasises. “It’s a quirky thing, a bit tongue-in-cheek and something slightly different.” And as such Cycletta occupies an unusual space in the cycle events calendar. The organisation behind the event – Participate Sport – specialises in participation events based on unique concepts in the worlds of cycling, running, triathlon and open water swimming.
So will the unique concept of Cycletta be a permanent fixture? Dytch tells BikeBiz: “We’re absolutely coming back next year and we’re going to grow the series. I can’t say much more on how many events just yet, but we’re definitely growing.” “One area we’ll definitely build on is the
training sessions before the rides begin. We’re going to build on what we’re doing by continuing to work with Sky, British Cycling and the Breeze network.”
www.cycletta.co.uk
26 BIKEBIZ NOVEMBER
BIKEBIZ.COM
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