News – Mapping the Road Ahead


SweetSpot Group hosting ‘Mapping the Road Ahead’ conference for the UK Cycle Sport Industry in June

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News – Mapping the Road Ahead

SweetSpot Group, the organisers of the Friends Life Tour of Britain and Friends Life Women’s Tour, will host the first UK Cycle Sport, Mapping the Road Ahead conference this June, bringing together key speakers from across the cycling sport industry to discuss and debate the commercial future of the sport in the UK.

Hosted and supported by Foxhills in Surrey on Wednesday 3rd June, the event will be the inaugural conference hosted by SweetSpot Group’s Consulting business.
The conference will bring the industry together to discuss the need to work together to safeguard the commercial future of the sport of cycling in the UK and to focus on the importance of attracting more fans, new audiences and keeping the fans engaged.

A fantastic line-up of speakers, is headlined by Graham Bartlett, the Chief Executive of Velon, the newly formed joint business venture of 11 leading UCI World Tour teams and Justin Abbott, Strategic Adviser, UCI, who is part of the leadership team and is involved across its range of activities.


Other speakers will include England cricketer Matt Prior, co-founder of the new ONE Pro Cycling team, Niall Sloane, Director of Sport at ITV, and Hugh Chambers, Commercial Director at Team Sky. Key themes to be covered will include trends across sport sponsorships, fan research, future innovations in cycling broadcasting and women’s cycling and emerging areas of the sport, among many others.

In addition to lively presentations, Q&A sessions and panel discussions, the conference will also include networking and socialising opportunities. Hugh Roberts, Chief Executive of SweetSpot Group said; “With cycling in such rude health in the UK, we believe the time is right to be hosting a conference such as this. Here at SweetSpot we are at the epicentre of the sport in this country, and we want to take the opportunity to bring together the teams, other event organisers, broadcasters, stakeholders, sponsors and other relevant parties to discuss and debate how we can all align ourselves to grow the interest in the sport in the UK, and the benefit that will have to us all. We have fantastic support from Foxhills who will host the conference, and we look forward to a day of open, honest and insightful discussions around a number of key subjects.”

Among the currently confirmed speakers are: Graham Bartlett (CEO, Velon); Justin Abbott (Strategic Advisor, UCI); Hugh Brasher (Event Director, Prudential RideLondon); Stefan Wyman (Team Manager, Matrix Fitness Pro Cycling); and Rory Maxwell (Head of Sponsorship Strategy, MediaCom Sport). The event will be hosted at Foxhills in Surrey, long term partners to SweetSpot Group and proud hosts of the Great Britain road cycling team at the London 2012 Olympics.

Commenting on the conference, Marc Hayton, Managing Director at Foxhills said; “We hear that cycling is the new golf, so who better to host this conference than a golf resort with cycling pedigree. I commend SweetSpot for organising this important event.

“My colleagues aim to deliver the same experience for delegates as they did for Sir Dave and his champions.”

To find out more about the conference and to register, please visit or click here to go directly to the registation process. Tickets for the conference are priced at £100 + VAT and include lunch, teas, coffees and snacks all day.

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