Event Outline

A unique sportive and sports festival set up in 2012 on behalf of Sir Bradley Wiggins to promote and showcase the Bradley Wiggins Foundation. The event enabled people to ride alongside Bradley and his friends, including fellow top cyclists from the Wiggle Honda team.

The event was organised directly for Sir Bradley Wiggins CBE and his wife Lady Catherine. The 2012 event was his first public appearance after his success at the Olympics and winning the Tour de France. Ride with Brad was repeated in 2013 (with a short notice date change due to his knee injury suffered during Giro d'Italia) with the addition of the Team Wiggle Honda star riders (Dani King, Joanna Rowsell, Laura Trott and Rochelle Gilmore).

 

Set in the beautiful and rugged East Lancashire fells, the ride took the participants over the routes that Bradley uses in his training programme when at home.

We devised the event content, which included three sportive routes and a large sports festival featuring multiple sports activities, competitions and try-outs, information displays, retail, wacky entertainment, autograph signing sessions and a Q&A session.

The sportive featured a choice of a 160km route, a 100km route and a 50km route, all in Lancashire's most outstanding natural beauty spots of the Pendle hills, the Ribble Valley, Forest of Bowland and Lune Valley, areas of remote open moorland with stunning views and empty roads and lots of climbs. Bradley, Dani King, Laura Trott, Rochelle Gilmore all rode chatting with the participants and mixing between the ride groups.

Client

The event is organised by Pennine Events for Sir Bradley Wiggins and Lady Catherine to promote and raise funds for the Bradley Wiggins Foundation.

Event Aims / Objectives

The aim of Ride with Brad is to promote The Bradley Wiggins Foundation and to encourage people of all ages and demographics to get involved in sport one way or another.

Event Report / Testimonials

"At the start we were nervous but up for the challenge that lay ahead. We set off at a good pace and before we knew it we had two or three of the climbs under our belts and things were going well. The atmosphere was great and the buzz from the people watching was even better. Then came the first of the two timed sections at the foot of the biggest climb of the day. I knew I would never be KOM (king of the mountain) but I didn't want to be last. Unfortunately events conspired against me as I was dropped at the bottom by my riding buddies and then had a mechanical issue when my saddle fell off. Twice. Not good. Back on the road and up we went but as they say, everything that goes up must come down and that was the case here. The descents in the area were outstanding, long and wide, and if you had time to loo, the countryside was the best I had ever seen. What a place to ride your bike. If you don't mind climbing that is... The inclines can thick and fast and by this point it was becoming a regular sight-seeing people pushing their bikes. The route was well signposted and every junction I got to had a marshal to guide you in the right direction and in most cases stop the traffic. But it wasn't just this that made it a great ride. It was something else. The Wiggins Effect. By this I mean not only the large amount of new cyclists who had been inspired by Wiggo, but also the fact that every little village we passed through had street parties on to celebrate the day and cheer on every rider like it was a mini Tour De France."

Jason Veall, Cycling Plus, 2012

One of the highlights of the 2013 event, which showcased exactly what the Foundation is trying to achieve, is encapsulated by a young girl who entered a competition to meet Sir Bradley and be on the starting line with him and the Wiggle Honda team. The week after the event she sent a letter saying...

"Thank you for the lovely time I had at Ride with Brad on Sunday. It was amazing meeting my heroes and unbelievable being able to ride with them! I really enjoyed the ride, which was my first sportive, if a little challenging. My number, start line photos and autographs are going on my bedroom wall'

Other testimonials come from the Wiggle Honda Team

"It was pretty hilly but it was a good day, I enjoyed it. It's just a really good day to get involved in and we're really thankful for the involvement that Brad and the Foundation have had in the team. It's great to see so many people out there which was really nice."

Laura Trott, 2013

"We started the ride with Brad which was good because everyone was saying 'Hi' to all of us as we were going past. It was a great atmosphere and a great day. It's great to have Bradley on board supporting us; he's such a fantastic role model to have. I think it's nice that he's supporting women's cycling as well, being such an inspiring cyclist. We're doing the ride to say thanks and it's good to be a part of."

Dani King, 2013

Participant comments

"Best sportive I have entered as far as challenging and like minded people, so friendly"

"Excellent event. I'll be back next year - the 160km next I think. Clichéd now but Mr Wiggins started me cycling and now have the bug - big style!"

'"I have attended several sportives this year and this was certainly the best in terms of organisation and route"

From the rider survey 92% said they recommend the event and 93% said yes or maybe to taking part again.

The event has been shortlisted in two categories for the Lancashire Tourism Awards.

Media / Promotion

Ride with Brad combines traditional and innovative, modern forms of promotion. An event website - www.ridewithbrad.com - promotes and provides extensive information about the event, while a Facebook page allows chatter and regular updates amongst followers, and regular e-news issued to our database of 25,000 and promotion via the channels of the various partners are all complemented by a media campaign and Bradley's use of Instagram.

Pre-event, Bradley mentioned the event in a number of interviews, Rochelle Gilmore, the owner and manager of Wiggle Honda, gave several radio and online interviews, and the team covered the event on their website and Twitter.

There was a large media presence at the event itself, including broadcasts from BBC, ITV, Sky News, Radio 5 Live, CBBC, Press Association and Radio Lancashire. It was covered extensively in the national newspapers including page 3 of The Times, in the Daily Telegraph, The Independent, The Guardian and the-i.

We have seen the event mentioned in 69 separate pieces on a local and national scale. The coverage of the actual event reached 17,767,630 people via various news channels, equating to a value of £395,937.