Up North 2017, Fat Lad At The Back’s fun, friendly and challenging sportive, has reported a significant surge in registrations.
More than 600 riders will cycle through the Yorkshire Dales in what will be the popular brand’s biggest event yet, showing that Yorkshire and FLAB continue to pull in the crowds.
Contributing to the significant increase in participants are female cyclists, with 26 per cent more women registered to get in the saddle on Sunday, May 7, than in the previous year. It will be the largest turnout of women to date with more than 150 female riders anticipated.
Fat Lad At The Back credits the increase to its consistent drive to make cycling inclusive and encourages more people of whatever size, body shape and ability to take to the sport, supported by a community of friends.
This year the brand set its sights on further empowering women with an interest in cycling, displaying more women’s cyclewear than ever before at the London Bike Show in February. Reinforcing the brand’s community ethos, founders Lynn and Richard Bye, supported by brand Flambassadors, actively and consistently encourage and support new and experienced cyclists to achieve their personal goals through FLAB’s hugely popular and growing community.
Speaking ahead of the event Fat Lad At The Back co-founder Lynn Bye said: “It’s just brilliant that so many people, including more than 150 women, have signed up to take part in the 2017 Up North sportive. It’s really important to me that FLAB is seen as inclusive, supportive and encouraging. That spirit is a big part of this sportive, which has been referred to by our community as ‘the friendliest in the country’.
“There’s still time to sign up if you want to take part. Even if you’ve never ridden a sportive before, our staff and Flambassadors will make sure you get over that finish line – we’ll physically push you across if needs be!”
The Up North routes – 25 miles, 50 miles and 75 miles in length – take in some of Yorkshire’s most stunning countryside including Bolton Abbey, Kilnsey Cragg, Malham Cove and the breathtaking isolated valley of Littondale. FLAB staff and Flambassadors will ensure every cyclist is supported, encouraged and gets over the finish line thanks to FLAB’s “no-one left behind” policy.
The event is also renowned for its legendary food stops, all in beautiful locations. This year a post-event Hog Roast will ensure that riders leave the Dales feeling full and wearing a smile.
Registration for Up North is open until 3 May (subject to selling out beforehand). Riders are encouraged to reserve their place before it’s too late. For more information visit https://fatladattheback.com/sportive
