Fat Lad At The Back set to expand community

Kieran Howells
Fat Lad At The Back set to expand community

Yorkshire-based cycling apparel brand Fat Lad At The Back has announced the first 29 locations in its new so-called ‘FLambassador’ network of social bike rides.

The brand’s rapidly-growing community ‘The Bulge’ – over 31,000 strong on social media – has responded to FLAB’s call for volunteers and now nearly 30 experienced riders have climbed onto the saddle.

FLambassador groups are organising accessible social rides across the UK in locations such as Teesside, Portsmouth, Norwich and west Wales. The aim is to encourage local communities to cycle together, enjoying the benefits of the sport, becoming members of The Bulge and in turn recruiting more participants.

FLAB creative director Lynn Bye said: “FLAB social rides are an opportunity for all types of cyclist to ride together with our ‘no-one gets dropped’ approach. It’s just a nice spin out on the bike with banter and a beer at the pub afterwards. For months people have been asking us whether Fat Lad At The Back is doing anything in their local area. It quickly became obvious that we needed experienced and passionate riders to help in our mission to get as many people as possible on the saddle and out on their bikes.

“The thing every member of The Bulge has in common is an enthusiasm for road cycling and a passion to support others to get involved. That’s what FLAB is all about.”

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Newly-appointed FLambassador Jamie Robertson added: “It’s always a great buzz to help people try cycling. I come across a lot of people who find it daunting joining clubs and so on, but FLAB is a great brand; I love the clobber. It seems only right to help others, especially those who feel intimidated because of their size. I’m a big lad and I clearly won’t ever be a small geezer, but I’ve actually dropped a lot of weight since I started.”

Tags: cycling industry news , FLambassador , community ride

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