Having had success with its 2014 series, Zyro is to bring back the Bell Ride Free events.
The concept is simple, Bell takes over a trail centre for the day, pays rider's fees and, for any interested riders, offers demo helmets in the process.
Zyro Head of Marketing, Jonathan Sherwood, said: "When we launched the Bell Ride Free series we really wanted to do something that gave back to the MTB community. The riders who work a 9-5 job, or go to school, but spend all week looking forward to getting out on their bikes at the weekend. Those riders are the back bone of the MTB scene. They are the ones spending their hard earned money in bike shops, and we wanted to do something that was relevant and accessible for them."
When the series launched the response was immediate, with all 200 places for the first event being snapped up in less than four hours on the website www.bellridefree.co.uk. When registration opened for the next two events, they were also fully subscribed in a matter of hours, according to Zyro.
"‘The incredible response from the MTB community exceeded all of our expectations," added Sherwood. "Even today, months after the 2014 events ended, we still have people using the hashtag #Bellridefree on Instagram almost daily. When we realised the impact the events had had was so significant, we knew it had to become an annual series."
For 2015 the series returns with three events stopping at Antur Stiniog in Wales, Cannop Cycle Centre in the Forest of Dean, and finally at Descent Hamsterley in County Durham.
Sales of Bell Helmets have doubled in the year to date, according to Zyro.