Sean Yates has been announced as the ambassador for Ribble’s e-road bike, the Endurance SLe.
Yates is an ex Pro Rider (TdF Yellow Jersey winner, TdF and Vuelta stage winner, Tour of Belgium winner and British National Champion), Pro Team director sportif and he is also included in the British Cycling Hall of Fame.
“Cycling has always been my life but due to health issues I've not been able to ride where or as much as I’d like,” he said.
“I will always have the passion to ride and the head and heart still want to experience that feeling of freedom. Without this bike I might be stuck indoors watching daytime TV.
“The SLe gives me the opportunity to go back out on rides I thought were no longer possible, to still take on the epic climbs and carry on enjoying my cycling.”
Andy Smallwood, Ribble Cycles CEO, said: “As a young rider I remember watching Sean race, inspired by his class and toughness especially against the clock and in events like the Tour and Paris Roubaix, so I’m especially pleased that a rider with Sean's pedigree is an ambassador for our all-new SLe.
“He’s a true British cycling legend, recognised for his incredible turn of speed and power, which really matches our world class SLe and is the making for a great British brand partnership. I can’t wait to see him back out on the road and conquering those climbs.”
Yates added: “I’m keen to start promoting the virtues of the SLe and the benefits associated with e-road bikes. Anything that looks this cool and rides that well and can get people back out there riding, keeping up with the group on the hills or cycling further and over terrain they never thought possible – has got to be a good thing.”
He will be riding the SLe in Spain and across Europe during 2019.