News: ‘Ride With Brad’ More Than Just A Sportive

The success of the recent ‘Ride with Brad’ Sportive has once again proved that Pennine Events are one of the leading mass-participation sporting event management companies in the country.

The Lancashire based company has already delivered a diverse range of events this year such as the Liverpool-Chester-Liverpool Bike Ride and the BHF London to Brighton Night Ride, and were involved from the outset in the planning and delivery for the ‘Ride with Brad’ with the Bradley Wiggins Foundation.

Founded in 2002, the Pennine Events team boast over 100 years accumulative experience within the industry and are old hands at delivering high-class sporting events. Their experience really showed, with the ‘Ride with Brad’ proving to be much more than just a sportive.

Over 1,400 participants entered the sportive, which included a 100km and 160km route around some of Bradley Wiggins’ favourite training roads. Scenes were similar to that of the Tour de France, with crowds of supporters lining the roads to welcome the 32-year old as he rode through the quiet roads of East Lancashire.

Wiggins, who rode the 160km route, spent time talking to the other riders, offering them training tips and words of encouragement. He was overwhelmed with the number of people who turned out to support the ride.

“It was a fantastic event and great to see the reaction around the route,” said Wiggins. “It is really nice to get back to what I love, riding my bike, and to see so many people taking part.”

Pennine Events were responsible for all aspects of the event planning and delivery including setting the route as well as organising extensive rider support for all participants. The team worked hard to ensure that both distances were well signed and took in some of the area’s most challenging climbs as well as Lancashire’s most outstanding natural beauty spots.

Riders were treated to the regular feed stations stocked with products from CNP and Gatorade, mobile and static mechanical assistance provided by event partner Wiggle, chip timing provided by Map My Tracks, as well as an event goodie bag with gifts from brands such as Fi’zi:k, Gatorade, adidas, Lezyne and Cycling Plus.

Gaining the support of the local police also meant that a King of the Mountains Challenge, supported by Map My Tracks, could be included on the climbs of Waddington Fell, the Trough of Bowland and Nick O’Pendle.

“The whole event was a huge success,” said Mark Sandamas, Director of Pennine Events. “It was great to see Brad enjoying himself and spending plenty of time with the riders.”

A cycle show, which attracted an estimated 10,000 people, was held at the Event Village in Victory Park to ensure that fans and the family and friends of those riding the event remained entertained throughout the day. Fellow gold medalist, Stephen Burke, spent plenty of time amongst the crowd and activities on offer included, circus skills and stunt displays.

One participant, Stuart attended the event and said: “I brought my whole family to the bike show and we had a wonderful time. It was great to see Bradley Wiggins and we enjoyed all of the stalls.”

He continued: “I started cycling three weeks ago and it’s all Bradley’s fault! Inspired by his performance in the Tour de France and at the Olympics, I found my bike and have been riding on the roads around Skipton since. Can’t say how much I like this cycling business and how great I feel for doing it!”

Cycle Sport Pendle and Go-Ride were on-site to help inspire the next generation of cyclists with cycle skill sessions and mini races for the kids. “What a turn out on the road! Fantastic and testament to the event and of course the man himself,” said Ian Phillips, Cycle Sport Manager. He continued: “Our aim is to introduce young riders, boys and girls, of mixed ages and abilities to the exhilarating sport of cycling. We were delighted to support the ‘Ride with Brad’ and we hope it becomes an annual event.”

The popularity of the event and Wiggins himself meant that Pennine Events had to manage security as well as implement a complex crowd management structure to handle all the large crowds waiting to see Wiggins and also attending the show.

Mark Sandamas was very pleased with the work of his team: ”I am very proud of the team at Pennine Events who all worked really tirelessly to make the event happen. The reaction on the streets has been tremendous and we look forward to working on more events like this.” Wiggins is now keen to build on this year’s event and make the ‘Ride with Brad’ the best sportive around.

“The goal is to make this an annual thing and let it grow and evolve and, who knows, in ten years time there could be tens of thousands riding around there.”

The money raised from the event will be used by the foundation to encourage people to exercise on a regular basis, as well as support athletes and provide equipment or facilities to allow participation in sports. For more information about the Bradley Wiggins Foundation, please visit: http://www.bradleywigginsfoundation.org

For more information about Pennine Events, please visit: http://www.pennineevents.co.uk