Cheltenham saw the first of Evans Cycles' Ride It Store Rides on Sunday, the first of 28-rides taking place across 14 stores.
The morning rides, typically 30 miles in length, are pitched at those new to sportives or training for longer events. Last year over 25,000 riders took part in Ride It events. The new programme of Store Rides offer waymarked routes (accommodating riders at their own pace) and nutrition freebikes from High 5, plus backup from a support vehicle. Hot drinks are provided at the stores at the end of the ride.
Store Rides cost riders £10, although they then receive a £5 voucher to spend in store. The stores involved are Cambridge, Cheltenham, Chester, Durham, Gateshead, Guildford, Leeds, Leicester, Macclesfield, Maidenhead, Manchester, Plymouth, Reading and Wimbledon.
“Store Rides are a great way for customers to get to know our colleagues in store better in a more informal and familiar environment – on the bike," said Mark Gregory, Ride It event manager. "They are also a great way of getting to know like-minded people in a local area. After running trials in Reading and Maidenhead last year, we know we have a great format that brings the benefits of an organised sportive to a smaller, more local, scale.”
There are more details on the Evans site.