Tour de Pier

What Tour de Pier does

Tour de Pier is a charitable stationary-cycling fundraising event held annually at the Manhattan Beach Pier & Strand in Manhattan Beach, California. Now in its 14th year (founded 2013 by Jon Hirshberg and Heath Gregory), the event places hundreds of spin bikes outdoors overlooking the ocean and runs five one-hour sessions led by South Bay instructors, entertainers, and celebrity guests. The event supports three cancer charities — the Hirshberg Foundation for Pancreatic Cancer Research, the Uncle Kory Foundation (brain cancer), and Cancer Support Community South Bay — with sponsors guaranteeing that 100% of participant-raised funds flow directly to beneficiaries.

The underlying operations combine physical event infrastructure (stationary bikes, expo footprint, public art installations) with a digital layer comprising the Hirshberg Foundation's Blackbaud/DonorDrive participant registration and fundraising platform, Facebook Fundraiser integration, an email newsletter ('The Sunday Spin'), and a Givesmart-powered online auction ('Bid For A Cure'). A 2015 partnership with Zwift extended participation to remote cyclists via virtual indoor training, and the 'Art of the Ride' activation stages artist-designed bikes at five South Bay retail hosts (Bay Club, Skechers, Love.Life, Rock & Brews, Manhattan Village Mall) to broaden pre-event reach.

Revenue mechanics are diversified across five streams: participant registration fees with a $150 per-rider fundraising minimum, individual donations via personal fundraising pages, multi-tier corporate sponsorships (e.g., Advanced Air $85,000, Chevron $10,000), online auction proceeds via Givesmart, and ancillary expo/activation revenue (Health & Fitness Expo, dine-to-give, shopping events). Customers span individual riders (cancer patients, survivors, families), corporate sponsors and employee teams, and general public donors; gtm is hybrid, combining self-serve online registration, community-led peer-to-peer fundraising, and direct enterprise sponsorship sales. Tour de Pier is operated as a program of the Hirshberg Foundation for Pancreatic Cancer Research, a 501(c)(3) nonprofit.

Name

Tour de Pier

Legal name

Tour de Pier

Website

https://tourdepier.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Tour de Pier is an annual outdoor stationary-cycling fundraising event held at Manhattan Beach Pier, serving cancer patients, survivors, and families by raising funds for three cancer charities via registration fees, peer-to-peer fundraising, and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Charitable Fundraising Events

akta.pro primary industry

Cycling/Spin Classes (HSADABAE)

Keywords

• Charity cycling fundraiser
• Cancer research fundraising
• Outdoor stationary cycling
• Community fundraising events
• Nonprofit charity events

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Participant Registration Fees: Riders pay a registration fee to secure a spot. Each rider must also meet a $150 per-person fundraising minimum. Those who do not reach the minimum are charged the remaining balance. Bikes require 5 registered riders, and larger groups can form a 'bike family.'
2. Individual Donations & Fundraising: Riders raise funds from their personal networks. All participant-raised funds go directly to the three benefiting charities — 100% as guaranteed by sponsors. Donors can give via PayPal, Venmo, Apple Pay, Google Pay, and DAF.
3. Corporate Sponsorships: Companies sponsor the event at various contribution levels. Examples include Advanced Air ($85,000 in sponsorship), Chevron ($10,000), and others. Sponsors receive brand visibility across event materials, expo booths, and digital channels.
4. Online Auction Proceeds: The Tour de Pier Online Auction (via Givesmart) features items like World Cup tickets, sports event access, and travel packages. All auction proceeds support the benefiting charities.
5. Health & Fitness Expo & Ancillary Activations: Free Health & Fitness Expo featuring local and national businesses, food/beverage tastings, LA sports team appearances, interactive booths, and Kids Zone. Additional activations include Art of the Ride (public art), Ride the Nite evening event, and shopping events (e.g., Kendra Scott shopping event with 20% of proceeds benefiting TDP).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Tour de Pier is an annual outdoor stationary cycling charity fundraiser held at the Manhattan Beach Pier, featuring hundreds of spin bikes, five one-hour ride sessions led by South Bay instructors and celebrity guests, and a free Health & Fitness Expo. The event mobilizes individual riders and corporate teams to raise funds for three cancer charities, with 100% of participant-raised funds going to beneficiaries.

Product overview

Tour de Pier is a charitable cycling event organization offering a single primary product: the annual Tour de Pier stationary cycling fundraiser held at Manhattan Beach Pier. The event features five one-hour ride sessions and includes a Health & Fitness Expo with vendor booths and a Kids Zone. Additional offerings include the Art of the Ride public art program with artist-designed bikes at local businesses, and an online auction platform for fundraising.

Differentiator

Problem solved

Functional benefit

Products and services

• Tour de Pier Annual Cycling Fundraiser Annual outdoor stationary cycling charity event held at Manhattan Beach Pier featuring 5 one-hour ride sessions led by South Bay instructors, entertainers, and celebrity guests; raises funds for three cancer charities.
• Art of the Ride Public art program where five local artists transform stationary spin bikes into works of art displayed at South Bay businesses in the weeks leading up to the main Tour de Pier event.
• Health & Fitness Expo Free in-person expo held alongside the cycling event, featuring vendor booths, healthy food and beverage tastings, sports team meet-and-greets, and a Kids Zone with stationary bikes and crafts.
• Bid For A Cure Online Auction Online auction platform open to the general public, offering sports tickets and travel packages to raise funds for cancer charities.

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Hirshberg Foundation for Pancreatic Cancer ResearchcoreStrategic or Co-development PartnerCo-producing organization and one of three benefiting charities. Founded by Agi Hirshberg in 1997, the foundation organizes the Tour de Pier event and receives participant-raised funds. In 2025, TDP funds supported over $2 million in research and patient care grants with focus on the Agi Hirshberg Center at UCLA. The foundation also provides the Blackbaud/DonorDrive platform infrastructure for participant registration and fundraising.
• Uncle Kory FoundationcoreStrategic or Co-development PartnerOne of three benefiting charities, inspired by Kory Lewis Hunter who passed from glioblastoma in 2013. UKF advances innovative brain cancer research. As of January 2026, has awarded over $4.5M in grants to 85 projects, with research leading to over $2.5M in additional NIH funding. Tour de Pier is a key annual fundraising vehicle for UKF.
• Cancer Support Community South BaycoreStrategic or Co-development PartnerOne of three benefiting charities, providing free psychosocial and emotional support to cancer patients and loved ones. Since 1987, CSC South Bay has served over 30,000 individuals. In 2025, served 2,301 unduplicated individuals through 990 support groups, 775 Healthy Lifestyle classes, 215 workshops, and 605 counseling sessions.
• Bay ClubminorGTM or Marketing PartnerCorporate sponsor and Art of the Ride bike host. Bay Club El Segundo (2250 Park Pl) hosted the first Art of the Ride bike drop featuring artist Wendy Stillman's design on March 25, 2026. Bay Club riders participate as a team and the partnership includes gym facilities and community outreach.
• SkechersminorGTM or Marketing PartnerCorporate sponsor and Art of the Ride bike host. Skechers (1121 Manhattan Ave, Manhattan Beach) hosted Derek Billings' artist-designed bike April 1. Shoppers who showed their Art of the Ride social post received 15% off April 1–8, cross-promoting both brands.
• Love.LifeminorGTM or Marketing PartnerArt of the Ride bike host location. Love.Life (740 Pacific Coast Hwy, El Segundo) hosted Dan Gardner's artist-designed bike April 8 as part of the city-wide public art activation.
• Rock & BrewsminorGTM or Marketing PartnerArt of the Ride bike host location and dine-to-give partner. Rock & Brews (143 Main St, El Segundo) hosted Josh Barnes' bike April 15. On that date, 20% of dining proceeds went back to Tour de Pier.
• Manhattan Village MallminorGTM or Marketing PartnerArt of the Ride bike host location. Manhattan Village Mall (3200 N Sepulveda Blvd) hosted Tom Neill's artist-designed bike at the Grand Entrance near the Apple Store April 22.
• Advanced AirminorGTM or Marketing PartnerCorporate sponsor contributing $85,000 in sponsorship support. Employee teams have raised over $10,000 additionally. Nearly 10-year partnership established through co-founder Levi Stockton's connection with TDP founder Jon Hirshberg. Advanced Air employees form teams and participate in the event as part of company culture and community engagement.
• ChevronminorGTM or Marketing PartnerCorporate sponsor and employee team participant through the Corporate Affairs Department. Elevated sponsorship to $10,000 with two teams. Employees in the Beach Cities region are engaged through this partnership. Ride in memory of employee Robert who passed from pancreatic cancer.
• JR286minorGTM or Marketing PartnerLongtime sponsor founded by Jon Hirshberg (son of Hirshberg Foundation founder Ron Hirshberg). Leads global licensing for Nike and Jordan equipment. Has woven philanthropy into company culture. Employees rode together at the 2024 Tour de Pier after colleague Ingrid's cancer recovery. Represents the intersection of corporate success and charitable giving.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tour de Cure (American Diabetes Association): Multi-route cycling fundraiser for the American Diabetes Association. Direct peer: cycling charity rides, team-based fundraising, tiered corporate sponsorship, branded "Tour de" event naming and format.
• YSC Tour de Pink: Young Survival Coalition's multi-day cycling fundraiser for young adults affected by breast cancer. Direct peer: cycling as a fundraising vehicle, cancer-cause positioning, team-based registration, multi-year community of repeat riders.
• Pelotonia: Large-scale multi-route cycling fundraiser benefiting cancer research at The Ohio State University Comprehensive Cancer Center. Direct peer to Tour de Pier: cycling-based cancer fundraising, multi-tier sponsorship model, multi-year growth trajectory.
• Livestrong Challenge: Livestrong's multi-sport (cycling and running) charity events raising funds for cancer survivors. Direct peer: cycling-based charity event format, cancer-cause positioning, structured sponsorship tiers.
• AIDS/LifeCycle: Long-distance multi-day cycling fundraiser benefiting San Francisco AIDS Foundation and Los Angeles LGBT Center. Direct peer: large-scale cycling fundraiser, team-based registration, premium sponsorship tiers, multi-decade operating history.
• Cycle for Survival: Memorial Sloan Kettering's indoor stationary-cycling fundraiser held across multiple U.S. cities. Direct peer to Tour de Pier: same format (group indoor spin class as charity event), same beneficiary space (cancer research), same community-driven team fundraising model.
• Bike MS: National Multiple Sclerosis Society's flagship cycling fundraising program with multiple rides across the U.S. Direct peer: cycling as a charity fundraising vehicle, team-based registration, corporate sponsorship activation, multi-decade operating history.

Others

• Zwift: Virtual cycling platform that partnered with Tour de Pier in 2015 for the Elite Team Challenge and remains an enabling technology layer. Others: not a competitor but a platform that could scale TDP-style fundraising virtually to a global audience.

Broad incumbents

• Peloton: Connected indoor-cycling platform that runs its own charity rides and in-app fundraising initiatives. Broad incumbent: dominates the indoor-cycling category TDP occupies, with broader reach and the resources to underwrite charity activations at scale.

Emerging players

• Climb to Fight Breast Cancer: Fred Hutchinson Cancer Research Center's mountain-climbing fundraiser. Emerging peer: peer fitness-challenge fundraising model, cancer-cause beneficiary, peer-to-peer fundraising pages with the same donor-engagement tooling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tourdepier
• YouTubevimeo.com/tourdepier/videos
• Facebookfacebook.com/TourDePier
• Instagraminstagram.com/tourdepier

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tour de Pier