What SBT GRVL does

SBT GRVL is a privately held event company that organizes multi-day gravel cycling races, community rides, and related programs, headquartered in Steamboat Springs, Colorado. Founded in 2019 by former professional cyclist Amy Charity, the company operates the flagship SBT GRVL event featuring four course distances ranging from 25 to 108 miles (Black, Blue, Red, Green) across Routt County's 689 miles of maintained gravel roads at 7,000 ft elevation. The annual event weekend combines a timed Black Course race with a rolling traffic enclosure, recreational rides on the shorter courses, a two-day expo, shake-out rides, athlete panels, the Friday Night MTN CLMB, the Alpine Bank Toddler Bike Race, and the GRVL Femmes women's team challenge.

Beyond the flagship US event, the company operates the GRVL Events portfolio — FNLD GRVL in Lahti, Finland (launched 2022 with F1 driver Valtteri Bottas and professional cyclist Tiffany Cromwell) and RADL GRVL at Australia's Santos Tour Down Under (launched 2024) — extending the internationally trademarked 'GRVL' brand globally. Supporting offerings include the Boundless Coaching partnership (delivered via TrainingPeaks), the On The Road community ride program visiting US cities to raise funds for advocacy partners, the Para Cycling Program with the Kelly Brush Foundation, the Junior Scholarship Program, and dedicated veteran recognition programming. The company has donated over $150K to local nonprofits since 2019.

The technology stack is conventional for an endurance-sport event business: BikeReg for online registration via a random-selection lottery, Ride with GPS for course navigation, Athlinks for results, Strava and TrainingPeaks for coaching and community, and Athlinks-published finisher certificates. Revenue is generated primarily through one-time race entry fees (with 50% junior discounts), sponsorship from a 20+ partner cycling-industry consortium led by Wahoo as presenting sponsor, merchandise, premium add-on coaching packages, and advocacy-linked fundraising. The 2024 customer base spanned all 50 US states and 25+ countries, with 3,000+ riders, 31% female participation, dedicated para, junior, and veteran segments, and a participant age range of 8 to 80 years.

Name

SBT GRVL

Legal name

SBT GRVL

Website

https://sbtgrvl.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

SBT GRVL is a privately held gravel cycling event company operating multi-distance races, community rides, and the GRVL Events global portfolio spanning the US, Finland, and Australia for amateur, professional, para, junior, and veteran cyclists.

Ownership category

akta.pro rank

Product category

Cycling Events / Endurance Sports Events

NAICS

Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

akta.pro secondary industries

Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH), Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB)

Keywords

• Gravel cycling events
• Endurance cycling races
• Multi-day cycling festivals
• Community cycling rides
• Para cycling programs

Headquarters

HQ city

Steamboat Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Race Entry Fees: One-time registration fees from participants across four course distances (Black Race 108mi, Blue 74mi, Red 53mi, Green 25mi). Entry includes multi-day experience with expo, shake-out rides, sponsor activities, post-race party, finisher hats, and timing. Junior categories receive 50% discount on adult entry fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

SBT GRVL organizes world-class gravel cycling races and rides in Steamboat Springs, Colorado across four course distances (Black 108mi, Blue 74mi, Red 53mi, Green 25mi) plus multi-day festival features including expo, shake-out rides, athlete panels, and family events. The company also runs the global GRVL Events portfolio (FNLD GRVL in Finland, RADL GRVL in Australia) and supporting programs such as On The Road community rides, GRVL Femmes team challenge, Junior Scholarship Program, and Para Cycling Program.

Product overview

SBT GRVL is a gravel cycling event company that organizes world-class gravel bike races and rides in Steamboat Springs, Colorado. The core product is the annual SBT GRVL event featuring four course distances: the Black Course Race (108 miles, competitive race with rolling enclosure), Blue Course Ride (74 miles), Red Course Ride (53 miles), and Green Course Ride (25 miles). Beyond the flagship event, the company operates a portfolio of global gravel events including FNLD GRVL in Finland and RADL GRVL in Australia. Supporting offerings include the Boundless Coaching partnership for athlete training, the On The Road (OTR) community ride program, GRVL Femmes team challenges, and inclusive Para Cycling and Junior Scholarship programs. The event weekend encompasses an Expo, Friday Night MTN CLMB, and family activities.

Differentiator

Problem solved

Functional benefit

Brands

• GRVL Events: Parent brand overseeing all GRVL gravel cycling events including SBT GRVL, FNLD GRVL, and RADL GRVL
• FNLD GRVL
• RADL GRVL
• SBT TRVL

Products and services

• SBT GRVL Black Course Race The premier 108-mile gravel race course with 8,267 feet of elevation gain and 70% gravel terrain; features a rolling enclosure with traffic management for rider safety. Entry includes multi-day experience with expo, shake-out rides, sponsor activities, post-race party, finisher hats, and timing.
• SBT GRVL Blue Course Ride 74-mile recreational ride with 5,841 feet of elevation gain and 65% gravel; intermediate-to-advanced distance option within the multi-distance offering.
• SBT GRVL Red Course Ride 53-mile recreational ride with 4,241 feet of elevation gain and 52% gravel; intermediate-distance option for riders.
• SBT GRVL Green Course Ride 25-mile recreational ride with 1,859 feet of elevation gain and 31% gravel; introductory distance for new gravel cyclists.
• FNLD GRVL Gravel cycling event held in Lahti, Finland, founded in 2022 through partnership with F1 driver Valtteri Bottas and cyclist Tiffany Cromwell; third edition held in 2025.
• RADL GRVL Gravel cycling event held at Santos Tour Down Under in Australia; launched in 2024 and held its second edition in 2025.
• Boundless Coaching Official coaching partner offering guaranteed race entries combined with four months of personalized coaching. TrainingPeaks integration for personalized training plans updated weekly, with exclusive Strava groups for community support.
• SBT GRVL On The Road Traveling community ride program bringing micro-GRVL events to cities across the USA to connect with riders and raise money for advocacy partners; destinations include Tucson, New York, Los Angeles, Monterey, and Philadelphia.
• GRVL Femmes Women's team race challenge across all course distances; teams of 3 or more compete for cash prizes on the Black Course and the Unity Award on Green, Red, and Blue courses.

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

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

• WahooflagshipGTM or Marketing PartnerPresenting Partner of SBT GRVL p/b Wahoo. Provides cycling computers, GPS devices, smart trainers, and smart bikes. Wahoo branding prominently featured throughout the event, course markings, and promotional materials.
• VentumcoreGTM or Marketing PartnerOfficial Bike Partner providing bikes for the event. Ventum logo appears in sponsor sections and they are a presenting sponsor at expo events.
• MaurtencoreGTM or Marketing PartnerOfficial Nutrition Partner providing fuel products at aid stations. Products include Gel 100, Drink Mix, and Solids for race nutrition.
• ZippcoreGTM or Marketing PartnerOfficial Wheel Partner and sponsor of the race-defining Cow Creek section. Partners with Strava for segment competitions awarding wheelsets to top performers on Cow Creek.
• Orange SealcoreGTM or Marketing PartnerOfficial Sealant Partner providing tubeless tire sealant for participants.
• Chamois Butt'rcoreGTM or Marketing PartnerOfficial Skincare Partner providing chamois cream and skin care products. Also provides matching donations for fundraising events.
• SRAMcoreTechnology or IntegrationOfficial Component Partner providing drivetrain components. Includes Zipp wheels brand under SRAM portfolio.
• BOCOcoreGTM or Marketing PartnerOfficial Accessories Partner providing bags and accessories.
• SchwalbecoreGTM or Marketing PartnerOfficial Tire Partner providing gravel bike tires.
• Athletic BrewingcoreGTM or Marketing PartnerOfficial NA Beverage Partner providing non-alcoholic beer and beverages at the event.
• HoverAircoreGTM or Marketing PartnerOfficial Camera Partner providing drone and action camera coverage.
• Boundless CoachingcoreGTM or Marketing PartnerOfficial Coaching Partner offering guaranteed entry packages combined with four months of coaching. TrainingPeaks integration for personalized training plans.
• OutsidecoreGTM or Marketing PartnerMedia Partner providing content distribution through Outside Online, Outside Watch streaming platform, and related media properties.
• Ride WorkshopcoreGTM or Marketing PartnerOfficial Bike Shop Partner, a premium full-service bicycle outfitter, rental shop, and guiding service located at the start/finish line.
• Kelly Brush FoundationcoreStrategic or Co-development PartnerPartnership to support para cycling categories and accessibility accommodations. Helps design inclusive experiences for adaptive athletes.
• The Cycle EffectcoreStrategic or Co-development PartnerLocal advocacy partner empowering young women through mountain biking. SBT GRVL dedicates proceeds from Friday Night MTN CLMB to this organization.
• Routt County RiderscoreStrategic or Co-development PartnerLocal advocacy organization implementing positive change for cyclists through trail maintenance, safety initiatives, and civic engagement.
• World Bicycle ReliefcoreStrategic or Co-development PartnerGlobal advocacy partner across all GRVL Events. Goal of 1 million bicycles delivered to rural communities in Africa and South America.
• Valtteri BottasflagshipStrategic or Co-development PartnerF1 driver and gravel cyclist who partnered with SBT GRVL Owner Amy Charity to launch FNLD GRVL in his hometown of Lahti, Finland.
• Tiffany CromwellflagshipStrategic or Co-development PartnerProfessional cyclist who partnered with Amy Charity and Valtteri Bottas to expand GRVL Events globally.
• Alpine BankcoreGTM or Marketing PartnerOfficial Banking Partner and sponsor of the Alpine Bank Toddler Bike Race.
• MootsminorChannel Partner/ Reseller/ DistributorLocal bike industry partner and manufacturer based in Steamboat Springs.
• Gravity HausminorGTM or Marketing PartnerVIP Race Weekend accommodation partner offering premium athlete-focused lodging packages with recovery facilities.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• Strava: Strava is the dominant social fitness platform used by SBT GRVL athletes and integrated with sponsor segments (e.g., Zipp Cow Creek segment). It is adjacent/ecosystem infrastructure rather than a competitor, but it shapes how gravel events are marketed and consumed.

Direct peers

• Rebecca's Private Idaho: Rebecca's Private Idaho is a multi-day gravel event in Sun Valley co-founded by cyclocross legend Rebecca Rusch. It shares SBT GRVL's mix of competitive racing, community programming, and advocacy/charity focus.
• Unbound Gravel (Life Time): Unbound Gravel (formerly Dirty Kanza) is the largest and most prestigious gravel cycling event in the US, owned by Life Time. It directly competes with SBT GRVL for paying riders, professional athletes, and headline sponsors, with a similar multi-distance race format and premium positioning.
• Gravel Worlds: Gravel Worlds is a long-running Nebraska-based gravel event with multiple distances and a strong community culture. It competes for similar amateur and recreational riders as SBT GRVL's Blue, Red, and Green courses.
• Crusher in the Tushar: Crusher in the Tushar is a high-elevation gravel race in Utah operated by professional racing organizations. It targets the same elite amateur and pro cyclist segment as SBT GRVL's Black Course with comparable elevation and terrain.
• The Mid South: The Mid South is a flagship spring gravel event in Oklahoma that similarly combines competitive racing with recreational ride distances, strong community vibe, and partnerships with cycling industry brands. It competes with SBT GRVL for early-season amateur and pro riders.
• Belgian Waffle Ride: Belgian Waffle Ride is a long-running premium gravel and mixed-surface cycling event series with multiple US editions (San Diego, Wisconsin, etc.). It targets the same competitive amateur and pro gravel segment as SBT GRVL with prize purses and a festival-style experience.

Broad incumbents

• Outside (media and events): Outside is a media partner of SBT GRVL and a major outdoor recreation platform running events and content. It is a broader incumbent in the outdoor/endurance media and events space that competes for sponsorships and audience attention across the gravel category.
• Life Time Athletic Events: Life Time is a large fitness and event operator that owns multiple major cycling events including Unbound Gravel and Chequamegon MTB Festival. It shows the strategic value of owning a portfolio of premium cycling events and represents the most likely acquirer or scaled competitor to SBT GRVL.

Emerging players

• The Munga: The Munga is a high-profile ultra-endurance mountain bike/gravel event in South Africa. It is comparable in spirit (premium, multi-day, festival-style endurance cycling event) but operates in a different geography and with a more extreme race format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sbtgrvl
• LinkedInlinkedin.com/company/sbt-grvl

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 SBT GRVL