From The Ground up - Win Your Leadville 100 Experience

Covid has introduced so many new people to cycling, but how can we encourage new riders to take on a meaningful cycling experience so they want to keep riding their bike when life goes back to normal? With this question in mind the concept for “From the Ground Up” was born.

For 2021, we are partnering with professional cyclist's Ryan Petry & Alexy Vermeulen, as well as other industry leading brands, who are going to be guiding and documenting the journey of three lucky riders with little to no cycling experience as they take on one of the hardest endurance cycling events in the world: The Leadville 100. The Leadville 100 is a 100 mile mountain bike race that starts at 10,000 ft and requires 11,000ft of elevation gain through thin air and steep, rugged mountains. Most simply aim to finish in under 12 hours.


The main objective is to help shorten the learning curve in cycling while helping guide the new wave of riders coming into the sport. The process of preparing for a race as hard as Leadville is not just physical, it’s mental. You will come out the other side with a renewed desire to take on goals that had once seemed out of reach.


With the help of our partners, each selected individual will receive all the necessary resources they need to take on this challenge. Through this, we aim to prove that you don’t need the fanciest equipment to find success - and ultimately spread the passion & fun of the sport of cycling.