Sports Tours International buys Leicester's Freewheel Holidays

Another acquisition, this time in the wider cycle industry
Publish date:

Sports Tours International has acquired Freewheel Holidays' assets this month in a move that 'cements our position as the UK’s leading multi-sport and active holiday tour operator'.

Leicester-based Freewheel Holidays will now trade from Sports Tours International’s offices in Walkden, Manchester with immediate effect.

Freewheel offers leisure cycling holidays across Europe, including family cycling breaks, boat and bike and self guided cycle holidays, among others.

The move comes off the back of a successful trading year for Sports Tours International with sales of £9.2m and pre-tax profits of £394,000.

Sports Tours International CEO Chris Bird said: “We continue to develop our cycling offer through our core mass participation and challenge brand alongside our leisure business Wheel2Wheel Holidays. The addition of Freewheel Holidays will further strengthen our position as the operator of choice for all things cycling, no matter where you want to go and at what level you want to experience.”

Sports Tours International now operates running, cycling and triathlon mass participation divisions along with Wheel2Wheel Holidays, Walk2Walk Holidays, MyFirst and active sports and leisure resort Club La Santa.

Bird added: “Having spent the last 7 years developing our business into a multi active sport and leisure provider I am delighted both with our growth and future outlook. We have a fantastic team of people working for the business whose dedication and passion is the best I have ever worked with.”

Sports Tours International also owns a number of UK mass participation events including the ‘We Love Mcr’ 10k, the City of Salford 10k and the iconic Tour of Tameside.

Featured Jobs


Customer Services Support I Burgess Hill, Sussex I Competitive Salary Plus Commission I Date Published Tuesday 20th November 2018


Senior Sales Executive

BikeExchange I UK Nationwide I Salary TBC Depending on level of experience I Date published Tuesday 11th December 2018