Cycling Groups and Performers

Hovis Cycling Maps


Hovis, the bread company, is making good use of its brand ambassador and Olympic gold medallist, Victoria Pendleton. She’s been working with Hovis since 2010 and is now fronting a campaign to get more people on bikes via a series of cycle route maps. The 16 digital routes are overlays on Google Maps and feature supposed bon mottes from Victoria herself, such as: “Discover Gibside’s stunning 18th-century landscape garden and haven for nature on this route.”

The ‘Hovis Cycle Maps’ promotion is being flagged on packs of the baker’s wholemeal bread. Hovis has a long history of supporting cycling. Before Sky took over sponsorship, turning it into the SkyRide, Hovis ponied up £1.5m to sponsor the London Freewheel ride. In the 1990s the bread brand supported the National Byway with £500,000.

Invasion of New York

Invasion of New York

Just a flavour of what the Hovis London Freewheel will be like:

Save on Summer’s Most Scenic Ride
If you want a scenic challenge this summer, have we got a ride for you! On Sunday, July 29, the fully supported Harlem Valley Rail Ride starts out on the beautiful Harlem Valley Rail Trail (above) before heading off into the countryside–and hills. Make it a weekend with a Saturday ride or farm tour. If you and your friends have not yet registered, be sure to sign up by Friday, July 6, for the lowest price. Plus, the first 1,500 entrants will receive a free souvenir backpack.

What’s Your Reason for Riding?
Bike New York events and educational programs are expected to draw nearly 40,000 cyclists this year. Please contact us if you are participating in a ride or educational program and are willing to share your story for promotional uses.


Breaking news… Giant bike hits London

By Brent Saddler

By Brent Saddler

Reports are coming through of a giant bike sighted near City Hall. 

Though these reports are as yet unconfirmed, many believe this bike is only the start of what’s to come later this summer, when bikes are expected to invade the capital for Hovis London Freewheel.

On Sunday 23rd September, many of central London’s most iconic roads will be traffic-free and all Londoners are invited to enjoy a view of the capital that’s never been seen before – taking a leisurely ride round sights like Big Ben, Tower Bridge, the Thames and Buckingham Palace.