Just Pedal Cycling Events

What Just Pedal Cycling Events does

Just Pedal Cycling Events (operating as Just Pedal Limited, company number 07931641) is a UK-based cycling events and experiences company founded in 2011 by Rob Hawkins, headquartered at Denbies Wine Estate in Dorking, Surrey, with a secondary off-road cycling centre at Hurtwood Hideout in the Surrey Hills. The company designs, plans, and delivers bespoke and recurring cycling events for corporate clients (team building, client entertainment) and charitable organisations (fundraising challenges), and supports these operations with bike hire, workshops, and guided ride-out programming. Its marquee event, the London to Monaco multi-day ride supporting the Blue Marine Foundation, has cumulatively raised over £3 million for ocean conservation; a new UK-domestic Blue to Beaulieu ride is being added for 2026.

The business operates four interlocking revenue streams: corporate and charity event packages (e.g., London to Monaco at £4,200 per rider for the full 8-day experience, plus bespoke quote-based corporate engagements), bike hire and demo services featuring a Specialized UK fleet across road, gravel, MTB, and E-MTB categories at two Surrey Hills locations, a workshop and bicycle repair service at Denbies, and consumer-facing guided ride-out series including women's MTB progression rides and summer ride-outs. Pricing for hire and ride-outs ranges from £10 to £95 per session. New event launches are slated for 2026 (Devon Air Ambulance Cycle Challenge, Blue to Beaulieu) and 2027 (Prostate Cancer UK Le Vélo Classic, a 3-stage UK multi-day ride).

The go-to-market is hybrid: a sales-led motion with dedicated project managers for corporate and charity clients (24-hour enquiry response, four-step Enquire-Quote-Plan-Ride process), paired with self-serve online booking for public events, bike hire, and workshop appointments. Marquee corporate clients include BlackRock (annual event since 2014), RBS, HSBC, Ferrari, Virgin, PwC, and Vue Cinemas; charity partners include Blue Marine Foundation, Prostate Cancer UK, Devon Air Ambulance, and Movember Foundation. The company is founder-owned, employs 12 people, has no institutional funding, and holds ISO 27001 certification for information security management. Geographic reach spans the UK and mainland Europe (Netherlands, Germany, Switzerland, Italy, France).

Name

Just Pedal Cycling Events

Legal name

Just Pedal Limited

Website

https://just-pedal.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Just Pedal Cycling Events designs and delivers bespoke corporate and charity cycling events across the UK and Europe, supported by Specialized bike hire, a workshop, and guided ride-outs from two Surrey Hills locations. Founded in 2011 and serving enterprise clients and major charities.

Ownership category

akta.pro rank

NAICS

Tour Operators (56152), Scenic and Sightseeing Transportation, Other (4879), Personal and Household Goods Repair and Maintenance (8114)

akta.pro primary industry

Cycling, Mountain Biking & E-bike Adventures (THAJABAF)

akta.pro secondary industry

Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ)

Keywords

• Corporate cycling events
• Charity cycling events
• Cycling event management
• Bike hire services
• Bicycle repair services

Headquarters

HQ city

Dorking

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Charity & Corporate Cycling Events: Organises bespoke and recurring cycling events for corporate clients (team building, client entertainment) and charity partners (fundraising rides). Revenue from registration fees, event packages, and fundraising pledges. Corporate clients include RBS, BlackRock, HSBC, Ferrari, Virgin, PwC, Movember Foundation.
2. Bike Hire & Demo: Hire fleet of Specialized road, gravel, MTB, and E-MTB bikes from two Surrey Hills locations (Denbies Wine Estate and Hurtwood Hideout). Revenue per hire session (day rates from £95 for event bike hire; £25 for demo rides). Multi-day hires available with mandatory insurance. Demo partner for Specialized UK.
3. Workshop & Bicycle Repairs: Workshop at Denbies Wine Estate providing bicycle servicing and repairs for all makes and models. Drop-off service with flexible scheduling, cleaning service (£25 add-on). Revenue from labour and parts.
4. Cycling Holidays & Multi-Day Challenges: Multi-day cycling challenges across UK and Europe, e.g. London to Monaco 8-day challenge at £4,200 per rider. Includes accommodation, meals, support vehicles, mechanical and medical support. Revenue from package pricing plus fundraising pledges.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Just Pedal designs and delivers bespoke cycling events for corporate clients and charity partners, ranging from one-day UK rides to multi-day European challenges, supported by professional ride leaders, mechanical and medical support, and full logistics. The company also operates a Specialized bike hire and demo service from two Surrey Hills locations (Denbies Wine Estate and Hurtwood Hideout) and a bicycle repair workshop at Denbies, enabling end-to-end cycling experiences for both enterprise and individual customers.

Product overview

Just Pedal is a cycling events company offering a unified portfolio of services centred around cycling event management and bike services. The core offering consists of bespoke Corporate & Charity Cycling Events (designing and delivering custom cycling challenges for businesses and charities) and Bike Hire & Demo services (Specialized bike rentals from two Surrey Hills locations). Supporting services include Workshop @ Denbies for bicycle repairs/servicing, plus a calendar of recurring ride-out events including Women's Ride Outs, Summer Ride Out Series, and specific charity challenges such as London to Monaco, Blue to Beaulieu, Devon Air Ambulance Cycle Challenge, and Prostate Cancer UK – Le Vélo Classic. The company also operates an Ex-Demo Bike Sale for discounted Specialized fleet bikes.

Differentiator

Problem solved

Functional benefit

Named customers11 records

Segments4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core, minor and flagship.

• Specialized UKcoreTechnology or IntegrationJust Pedal is a Specialized UK office demo partner, offering a fleet of Specialized road, gravel, MTB, and E-MTB bikes for hire and demonstration. Demo rides qualify for refund if the rider subsequently purchases a Specialized bike. Specialized co-brands ride-out series events including summer and women's MTB rides.
• ŠkodaminorGTM or Marketing PartnerBrand partner of Just Pedal. Listed among company partners with logo placement on website.
• EnduraminorGTM or Marketing PartnerBrand partner of Just Pedal. Listed among company partners with logo placement on website.
• Yellow JerseyminorGTM or Marketing PartnerInsurance partner providing personal accident and bike insurance for cyclists. Just Pedal guests receive a 10% discount using code 'JUSTPEDAL10'. Highly recommended for all riders. Joint marketing through referral discount.
• Le ColminorGTM or Marketing PartnerCycling apparel partner for London to Monaco 2023 event. Exclusive Le Col kit provided to riders; exclusive shop for sizing submissions and free kit bundle for registered riders.
• Blue Marine FoundationflagshipStrategic or Co-development PartnerLong-standing charity partner for the London to Monaco cycling challenge, raising over £3 million for marine conservation. Joint event co-designed and co-promoted. Just Pedal handles event delivery; Blue Marine handles rider fundraising and charity communications.
• Prostate Cancer UKflagshipStrategic or Co-development PartnerCharity partner for Le Vélo Classic 2027 — a 3-day, 3-stage ride from Edinburgh to Carlisle to Liverpool to Cardiff following Tour de France routes. Just Pedal delivers the event; Prostate Cancer UK manages rider fundraising and registration.
• Devon Air AmbulanceflagshipStrategic or Co-development PartnerCharity partner for Devon Air Ambulance Cycle Challenge 2026 (DAAT 2026). One-day event with three route options from Exeter area. Just Pedal delivers event logistics; DAAT manages rider fundraising.
• Movember FoundationflagshipStrategic or Co-development PartnerCharity partner for bespoke cycling events including the 'Map a Mo' moustache-shaped route challenge with actor Ben Miller. Just Pedal designed the route, provided full event support and branding.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Freewheel Holidays: UK cycling holiday specialist offering self-guided cycling tours across UK and Europe. Comparable in target customer (UK cyclists seeking European experiences) and multi-day package structure, though focused on self-guided versus bespoke guided events.
• Saddle Skedaddle: UK cycling and walking holiday specialist offering guided and self-guided cycling tours across UK and Europe. Comparable in multi-day premium experience delivery and brand heritage in the UK cycling tourism market.
• Rapha Travel: Premium cycling travel arm of the Rapha apparel brand, offering guided cycling holidays worldwide. Direct competitor in the premium cycling experience category with a strong brand association and similar target customer profile.
• Macs Adventure: UK-based self-guided and guided walking and cycling holiday operator. Comparable in serving UK and European active travel customers with multi-day packages, though more focused on self-guided versus Just Pedal's guided events model.
• Ciclismo: Boutique cycling tour operator specializing in guided European cycling tours with strong Italian heritage. Comparable in premium guided cycling experiences and target demographic of affluent recreational cyclists.
• Hot Chillee: UK-based premium cycling event company running corporate, charity, and member rides (e.g., Cape Town Cycle Tour, Maratona dles Dolomites). Direct competitor for corporate and charity cycling event spend with overlapping target customers in financial services and large enterprises.

Broad incumbents

• Backroads: Large US-based active travel company offering premium guided cycling, walking, and family adventures worldwide. Comparable in premium guided cycling tour delivery, with significantly larger scale and US-centric customer base.
• Trek Travel: Premium cycling tour operator owned by Trek, offering guided cycling vacations worldwide. Larger, more established player with global reach; competes for the same premium customer but with a broader geographic footprint and brand sponsor funding.
• Exodus Travels: UK adventure travel operator offering guided cycling trips across Europe and worldwide. Larger, well-established tour operator with broader activity portfolio; competes in the cycling adventure category with more scale and brand recognition.

Others

• Specialized UK: Premium bike manufacturer and Just Pedal's demo partner. While not a direct competitor, Specialized's events and demo programs intersect with Just Pedal's hire and demo offerings and the partnership represents both supply and potential channel overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/just-pedal-limited

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Just Pedal Cycling Events