L'Étape Series by Tour de France

What L'Étape Series by Tour de France does

L'Étape Series by Tour de France is a global portfolio of amateur cycling events operated under license from Amaury Sport Organisation (A.S.O.), the parent organization that also owns the Tour de France. Founded in 1993 in France as L'Étape du Tour, the series has expanded to 30+ events across 30+ countries on 5 continents, with approximately 60,000 riders expected in 2026 across the global portfolio and 16,000 riders at the flagship L'Étape du Tour event alone. Core offerings include competitive Long Course and Short Course formats (typically 54–160 km with varying elevation), recreational Social/Family Rides, children's Mini L'Étape races, and corporate formats (Duo Race, ISO Ride), all built on Tour de France–style course designs featuring closed-road protocols, electronic timing chips, GPS tracking, and authentic Yellow/Green/Polka Dot/White jersey classifications.

The technology stack is conventional event-infrastructure rather than software-platform: GPS tracking, electronic timing chips, live result systems, country-specific websites, localized registration portals (Prijavim.se, TicketSports), and a Strava club ecosystem. Two flagship engagement programs drive retention: the L'Étape Championship (Top 3 male/female queen-stage finishers qualify for free L'Étape du Tour entry with first-wave start) and the L'Étape Reward (early registration access for any Series participant). Geographic operations are executed through licensed local organizers (Sport Media Focus in Slovenia, Arctic Sport in Trondheim, etc.) while A.S.O. retains brand standards and licensing control.

Revenue is generated through four streams: per-rider registration fees (€19.99–€170 depending on event, tier, and timing window), licensing and sponsorship revenue (Tissot as Official Watch, regional presenting sponsors including Nu Bank for Brasil, Finsus for Mexico, and Merkur Insurance for Slovenia), official merchandise (jerseys, bib shorts, finisher medals), and event-day add-ons (GPS tracking, photo packages). Customer segments span amateur competitive cyclists (primary), recreational cyclists and families, corporate teams, children/youth, and high-performance amateurs pursuing Championship qualification. The company is privately held as a brand unit within A.S.O. Ltd., headquartered in Boulogne-Billancourt, France.

Name

L'Étape Series by Tour de France

Legal name

Amaury Sport Organisation Limited Company – A.S.O. Ltd.

Website

https://letapeseries.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

L'Étape Series by Tour de France is a global portfolio of 30+ amateur cycling events licensed by Amaury Sport Organisation, serving 60,000+ recreational and competitive cyclists across 30+ countries with closed-road Tour de France–style rides, authentic jersey competitions, and corporate, family, and children's formats.

Ownership category

akta.pro rank

Product category

Amateur Cycling Events

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), 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 industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

Keywords

• Amateur cycling events
• Cycling race organization
• Sporting event management
• Cycling brand licensing
• Endurance cycling series

Headquarters

HQ city

Kranj

HQ country

Slovenia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Event Registration Fees: One-time registration fees charged to participants for each event. Pricing varies by event and registration timing (early bird, regular, late). For L'Étape Slovenia 2026: ranging from €59.99 (early bird with promo code) to €119.99 (late registration). Business events (duo race) at €59.99 per team, ISO Ride at €19.99 per person.
2. Sponsorship and Licensing: Revenue from licensing the Tour de France brand to local organizers and from sponsorship agreements with official partners (Tissot as Official Watch, Nu Bank as presenting sponsor for Brazil events, Merkur Insurance for Slovenia).
3. Merchandise and Collectibles: Sales of official event merchandise including cycling jerseys, bib shorts, event t-shirts, cycling glasses, and finisher medals. Boutique collections with limited-edition items available for pre-order during registration.
4. Additional Products and Services: Optional add-ons at registration including official event jerseys (€29.99 for L'Étape Slovenia), cycling bib shorts (€69.99), GPS tracking (€3.00), and photo packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

L'Étape Series by Tour de France organizes and licenses a global portfolio of mass-participation amateur cycling events modeled after Tour de France stages. The series comprises 30+ events across 30+ countries, featuring closed-road routes, professional timing, and authentic Tour de France jersey competitions (Yellow, Green, Polka Dot, White). The flagship L'Étape du Tour de France hosts 16,000 riders on an actual TDF stage (e.g., 170 km / 5,400 m elevation in 2026), while the international series offers multiple course formats plus family and children's rides.

Product overview

L'Étape Series by Tour de France is a global portfolio of amateur cycling events that allows recreational cyclists to experience the Tour de France atmosphere by riding the same routes as professional athletes on closed roads. The flagship product is L'Étape du Tour de France, a single-day event on an actual Tour de France stage route (170km with 5,400m elevation in 2026). The international series spans 30+ events across multiple countries (Slovakia, Romania, Mexico, Bulgaria, Brazil, Norway, Slovenia, and others), each offering multiple route formats (Long Course 99-160km, Short Course 54-80km, Sprint 38-55km) plus family rides and children's races. Value-add programs include the Championship Program (qualifying elite riders for exclusive benefits) and Reward Program (early access to L'Étape du Tour for series participants). Regional sub-brands like L'Étape Brasil aggregate national events with cross-event loyalty benefits. Optional paid add-ons include GPS tracking and official merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• L'Étape Championship: Program where Top 3 male and female finishers of the queen stage qualify to compete in L'Étape du Tour in France
• L'Étape Reward
• L'Étape Brasil
• Merkur zavarovalnica L'Étape Slovenia

Products and services

• L'Étape du Tour de France The flagship event of the L'Étape Series, allowing amateur cyclists to ride the same route as Tour de France professionals. The 2026 edition covers 170 km with 5,400 m elevation from Le Bourg-d'Oisans to Alpe d'Huez, accommodating 16,000 riders on a single stage with full closed-road protocols and authentic jersey competitions.
• L'Étape Series (International Events) Global portfolio of amateur cycling events held in 30+ countries, allowing recreational cyclists to experience the Tour de France atmosphere on closed roads. Each event offers varied formats (Long Course 99–160 km, Short Course 54–80 km, Sprint 38–55 km) with different terrain profiles.
• L'Étape Slovenia Slovenian edition of L'Étape presented by Merkur Insurance, featuring Ride (80 km) and Race (130 km) courses plus business events, with tiered registration pricing from €59.99 to €119.99. Maximum 1,600 participants across both courses.
• L'Étape Trondheim

Quantifiable outcome

• 16,000 riders participate annually in L'Étape du Tour flagship event
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

21 partnerships are on record, tiered official watch, presenting sponsor, main partner, official partner, presenting partner, strategic sponsor, host city, institutional partner, official charity, official bike support, jersey provider and brand licensor.

• Tissotofficial watchOthersTissot serves as the Official Watch partner for L'Étape Series, providing timekeeping and official timing for events.
• Nu Bankpresenting sponsorStrategic or Co-development PartnerNu Bank is the presenting sponsor for L'Étape Brasil events including Serra Negra and Campos do Jordão. Brand appears in event names as 'L'Étape [Event] by Tour de France presented by Nu Bank'.
• Finsuspresenting sponsorStrategic or Co-development PartnerFinsus is the presenting sponsor for L'Étape Mexico events, supporting the 10th anniversary edition of L'Étape CDMX.
• Rema 1000main partnerOthersMain partner for L'Étape Trondheim in Norway, providing support and sponsorship for the cycling event.
• Faxe Kondimain partnerOthersMain partner for L'Étape Trondheim. Faxe Kondi is a Danish soft drink brand.
• Strawberrymain partnerOthersMain partner for L'Étape Trondheim. Strawberry is a Norwegian hotel chain offering 20% discount for event participants.
• Uno-Xmain partnerOthersMain partner for L'Étape Trondheim. Uno-X is a Norwegian fuel and convenience chain.
• DNBofficial partnerOthersOfficial partner for L'Étape Trondheim. DNB is a major Norwegian bank.
• Skodaofficial partnerOthersOfficial partner for L'Étape Trondheim. Škoda provides vehicles for event support.
• Craftofficial partnerOthersOfficial partner for L'Étape Trondheim. Craft provides sports apparel for participants.
• Merkur zavarovalnica (Merkur Insurance)presenting partnerStrategic or Co-development PartnerPresenting partner for L'Étape Slovenia. The event is officially named 'Merkur zavarovalnica L'Étape Slovenia by Tour de France'. Insurance company providing event sponsorship.
• Slovenian Tourist Board (STO)strategic sponsorStrategic or Co-development PartnerStrategic sponsor for L'Étape Slovenia, promoting Slovenia as a cycling destination.
• Decathlonstrategic sponsorOthersStrategic sponsor for L'Étape Slovenia. Decathlon provides sports equipment and gear support.
• Visit Kranjhost cityOthersHost city partner for L'Étape Slovenia. Visit Kranj promotes the event and provides local support.
• Municipality of Kranjinstitutional partnerOthersInstitutional partner providing local government support and event permits for L'Étape Slovenia.
• Matej Mohorič Foundationofficial charityStrategic or Co-development PartnerOfficial charity partner for L'Étape Slovenia. Portion of each registration fee donated to support young cyclists. Matej Mohorič serves as event ambassador.
• Gorenjska bankastrategic sponsorOthersStrategic sponsor for L'Étape Slovenia, also sponsoring the Family Ride (free participation) and providing banking services.
• Scottofficial partnerOthersOfficial partner for L'Étape Slovenia providing cycling equipment and gear support.
• Shimanoofficial bike supportTechnology or IntegrationOfficial bike support partner for L'Étape Brasil events. Provides technical support and bike services during events.
• Santinijersey providerOthersSantini provides exclusive jerseys for Championship program winners at L'Étape events.
• Amaury Sport Organisation (A.S.O.)brand licensorStrategic or Co-development PartnerA.S.O. is the parent organization and brand owner of Tour de France and L'Étape Series. Licenses the brand to local organizers and manages global operations.

Scale indicators10 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Maratona dles Dolomites: One of the world's most prestigious single-day gran fondos held annually in the Italian Dolomites with 9,000+ riders on closed roads. Directly comparable to L'Étape du Tour as a flagship amateur event with iconic climbs, lottery-based registration due to demand exceeding capacity, and tiered merchandise/registration offerings.
• Haute Route: Haute Route operates premium multi-day sportive cycling events modeled on pro race experiences in iconic locations (Alps, Pyrenees, Dolomites). Like L'Étape, it sells timed, closed-road experiences to amateur cyclists seeking professional-race authenticity, with tiered pricing and add-on merchandise and travel packages.
• Cape Epic: Premier eight-day mountain bike stage race in South Africa with global participant base and tiered registration. Comparable to L'Étape as a mass-participation international cycling event franchise with high-end pricing, destination experience positioning, and significant sponsorship portfolio.
• UCI Gran Fondo World Series: Official UCI-sanctioned series of qualifying gran fondo events culminating in a World Championship. Directly comparable in structure (qualifying series leading to flagship championship) to L'Étape's Reward and Championship programs, though run by the cycling governing body rather than a private commercial operator.
• Mallorca 312: Major Spanish mass-participation cycling event with 8,000+ riders covering 312km on closed roads. Comparable to L'Étape in scale, closed-road format, and sponsorship-driven economics, though it operates as a single-market event rather than a global franchise.
• Gran Fondo New York (GFNY): GFNY is a global series of mass-participation gran fondo cycling events held across multiple countries with flagship races in New York and international editions. It is the closest direct peer to L'Étape in business model — timed gran fondo on closed roads with tiered registration and international licensing/franchise structure — though it operates without a parent professional race brand of Tour de France's stature.

Emerging players

• Zwift: Virtual cycling and running platform with millions of paying subscribers training and racing indoors. Adjacent rather than direct — Zwift competes for amateur cyclist training time and discretionary spend but does not host outdoor closed-road events. Represents the structural long-term competitive threat to outdoor gran fondo participation.

Broad incumbents

• Ironman: The dominant mass-participation endurance sports franchise globally, with triathlon and running events licensed across dozens of countries. Highly comparable to L'Étape in business model (event licensing, tiered registration, presenting sponsors, merchandise) but operating in triathlon/running rather than cycling, and at much larger scale.
• Spartan Race: Global obstacle race franchise with licensed events across multiple countries. Shares L'Étape's franchise/licensing model, mass-participation positioning, tiered pricing, and merchandise economics, but targets a different sport (obstacle racing) and a different participant demographic.
• Rock 'n' Roll Marathon Series: World's largest running event series with marathons, half-marathons, and 5Ks across major global cities. Directly comparable to L'Étape in franchise event model, tiered race formats, sponsorship monetization, and entertainment-focused participant experience — though in running rather than cycling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@letapeslovenia
• Facebookfacebook.com/letapeseries
• LinkedInlinkedin.com/company/l-etape-slovenia-by-tour-de-france
• Instagraminstagram.com/letapeslovenia

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 L'Étape Series by Tour de France