Who's that on the cover of the Storck catalogue?

Who's that on the cover of the Storck catalogue? And where was it shot?
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The 2016 catalogue for Storck bicycles of Germany was unveiled at Eurobike yesterday. It features a striking black and white image of a cyclist on a Storck road bike riding over a large expanse of butter-smooth asphalt. 

The shot also looms large on Storck's Eurobike booth. And who's the rider? It's Ian Hughes, general manager of Storck in the UK. And despite the fact Storck is stridently German the catalogue cover – and many of the photographs inside the catalogue – was shot in the English Lake District.

The Lake District has an expanse of butter-smooth asphalt? Who knew? The road in question is the one that goes over the Honistor pass.

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