EVENTS
The Distance returns for 2023 after a number of years
This year, I have plans to test my limits in the 200km Dirty Reiver event -which takes place in April just after this magazine goes to print-, The Distance, and a return to Grinduro, following the fun I discovered there in 2022.
Tough spells Unsurprisingly the cycling event market took an enormous hit during the Covid pandemic, and Focal Events is continuing to feel the fallout, as riders have been slow to return to events at pre-pandemic levels.
Combined with the current economic climate, the UK events scene still has some way to reach past heights. “Over the past couple of years people have got out of the habit of travelling and some events are certainly struggling for numbers,” said the Focal team. “It may take some time for this confidence to build
back to previous levels. There are also economic factors in play, with customer spend more measured, and riders looking for better quality event experiences. This may start to translate to a change in habit as people look closer to home - after all the UK has some great event destinations.”
Value added
While the sense of achievement and adventure for riders is a major attraction, cycling events often draw plenty of interest from brands and sponsors. But what do mass participation events offer some of the brand closely involved?
Grvl Apparel is a new premium clothing company founded by Stuart Brooke, and is a sponsor of the returning Distance event - a unique bikepacking weekend with varying distance and routes for each rider. Brooke told BikeBiz: “[The Distance] target market is perfectly aligned to our brand. Our customers are passionate about Gravel and Bike Packing forms a strong part of this passion. An epic location, tough terrain, quality bikes and kit are key ingredients of this event, so sponsoring it was a simple decision. “We wanted to align Grvl with gravel and adventure
32 | May 2022
cycling events that shared the same brand values and passion for the sports as we do,” Brooke added. “The Distance resonated with us not only because of the multi day format of the event but also because they are a proven established event organiser that know how to put on a great event.” With multi-day events like those in the Focal portfolio, brands have access to dedicated riders, who are located in one place, and keen for entertainment.
The offering On supporting sponsors, the Focal Events team said: “Our events offer a unique opportunity for brands to be directly engaged with riders who are buying their products. There is a huge potential to create positive and memorable experiences beyond simply displaying or advertising products. There is an appetite for knowledge, and events offer brands that platform. “We have been fortunate to work with some brands for many years and can see, first hand, the benefits of the continuity in support. As rider/brand relations build overtime there is an increasing sense of loyalty towards them and their products.”
So what’s next on the horizon for Focal? “This year is about consolidating after a difficult few
years. We are constantly looking at how we can improve our service to brands and provide great ride experiences. “We have joined the 1% for the Planet movement as a
way to give something back and we are constantly looking to reduce our impact. “In terms of events themselves we are always looking at opportunities - whether that is working alongside a brand to create a bespoke event or to look at new directions for ourselves.”
www.bikebiz.com
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