Riding As One
Ribble Cycles has unveiled a new initiative and launched the Ribble Collective that takes sponsorship to a new level, writes Lucy Newton
Celebrating their 125th anniversary this year, Ribble Cycles has launched an all-new ‘Ride as One’ initiative – the Ribble Collective. With a range of elite riders, Ribble is sponsoring and supporting a group of 17, who all have a passion for cycling.
What is the Ribble Collective?
With 125 years of supporting the cycling industry under its belt, Ribble Cycles wanted to do something that captures the essence of their brand and takes sponsorship to a new level. The Ribble Collective is a secondary sponsor model that is supporting a group of diverse, privateer riders. The Collective aims to help each individual achieve their own unique goals, whilst also feeling the benefit of being part of a team.
Neil Pinkawa, Head of Ribble Cycles’ Brand Marketing, explains: “The cycling landscape has changed and we wanted to do something a little bit different and shake it up a little bit.
“The Collective is bringing together multi-gender, multi-discipline individuals who craft their own calendar.
“We have taken the best bits of a team structure, in terms of supporting the rider with their calendar, so they are not completely on their own. They also get the camaraderie of a team but without a formal team structure.”
Each rider will be a brand ambassador for Ribble Cycles, with new branding including a Ribble Cycles’ custom paint finish comprising of a subtle teal to a black odyssey fade, with teal decals and the all-new metallic abstract teal flicker design across the handlebars and fork. The Collective aims to inspire and promote cycling as an all-inclusive sport that can be rewarding for all.
Who are the riders?
The Ribble Collective consists of a range of riders with some based in Lancashire, from different age groups, genders and disciplines. Each rider aims to reach individual goals and promote Ribble Cycles, while inspiring others to enter the world of cycling.
Cameron Jeffers, a semi-professional road cyclist from Ecclestone, who has been working with Ribble Cycles for four years, explains what he is hoping to gain from the Collective: “Working in the cycling industry as a semi-professional rider and also as a YouTube content creator, Ribble Collective allows me a bit more flexibility to take charge of my own calendar. I can still race competitively as part of the Collective, however, I also have the time and flexibility to pursue some of my other projects.”
Ribble Valley-based Kathy Beresford, an employee of Ribble Cycles, who has been mountain biking for more than 15 years, is also part of the Collective. Kathy enjoys cycling alongside working full time and the Collective is supporting her in pursuing her own personal goals, at grassroots level.
“I am in the over 40’s women’s category and I want to demonstrate that you can still enjoy riding, whether it be socially or competing. I am really looking forward to the opportunity to represent the Ribble Cycles brand that I work for. I am also proud to be an ambassador for the products that I help to develop, being part of something bigger and racing under the Collective banner.”
Dee Allen, another Ribble Cycles’ employee with a passion for triathlon, based in Leigh, is particularly excited about the team element of the Collective: “Triathlon can be a very lonely sport where you are mainly competing for yourself, so to be part of the Collective just adds that extra motivation to do the team proud and it’s also a great opportunity to learn from each individual within that team. We may compete in different disciplines, but we all have one thing in common and that is we love to ride our bikes!”
The Ribble Collective prides itself on supporting local riders within the county of Lancashire, however the Collective will see Ribble Cycles represented all over the world. With Dee having recently completed the South African ironman and the likes of Kathy and Cameron taking part in events ranging from a multi-day gravel event in Oregon USA to a triathlon in Ayia Napa, the Collective will see the new Ribble Cycles Collective go global.
That’s not to say that we won’t be seeing the new Ribble Collective branding locally. With Cameron enjoying training in nearby Southport and Leyland and Kathy making the most of being able to train in the spectacularly hilly Ribble Valley, local residents can be sure to spot some of the new Collective riders training in their area.
There is no doubt that this is an extremely exciting time for Ribble Cycles, both for the brand and also for the members of the Collective. The overriding sense of pride for all involved is evident, with the ultimate goal of the Ribble Collective being to support, advocate and inspire others to enter the world of cycling.
Visit the Ribble Cycles showroom at Clitheroe to discover more, or visit: ribblecycles.co.uk
