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Chain Reaction Cycles Announced as Official Retail Partner for The Alpine Challenge

by Holly Blades

Chain Reaction Cycles have entered a two-year partnership with global events and marketing company HotChillee, and will be a top tier sponsor of The Alpine Challenge - a multi-day road ride tackling some of the greatest climbs in the French Alps.

Still family run after 26 years, Chain Reaction Cycles have a world renowned reputation for quality and service, and are regarded as market leaders in all things cycling. The company is still growing rapidly and creating strategic partnerships with other market leaders is high on the company's agenda over the next few years.

Left to Right : Chain Reaction Cycles' Ad Manager Damien Duggan, HotChillee's Layla Smith and CRC Head of Marketing Lola O'Hare

Aligning themselves with HotChillee and forming a partnership with one of their first class 'professional events for amateurs' will add a premier event to the Chain Reaction Cycles calendar. With the event being in its infancy, Chain Reaction Cycles will be an integral part of its growth and development. 

Taking place from 7th-11th September, The Alpine Challenge is designed to satisfy the desires of multi-day cycle sportive riders who are keen to tackle some of the great climbs of the Tour de France.

All participants of the four-stage ride will receive a Chain Reaction Cycles welcome pack worth £50 on arrival in Annecy, and will have access to exclusive offers throughout the year. CRC's Advertising Manager Damien Duggan said: "We're really excited to be working with such a premier cycle events company, who have such a fantastic heritage in running highly regarded mass participation rides such as the hugely popular The London-Paris event." 

Based out of the beautiful lakeside town of Annecy in the Savoie, the scenery and riding on The Alpine Challenge is breathtaking, with riders enjoying the benefits of rolling road closures, motorbike outriders and lead vehicles whilst riding in groups of similar ability and supported by a professional crew including masseurs, mechanics and Mavic neutral service. 

The event provides the opportunity to ride a series of mountain stages (approximately 110-120km per day), and is created to offer a 'Tour de France'-like experience. Following a stunning warm-up ride around Lake Annecy on arrival, the event starts with a 10km timed mountain stage which is used to seed riders into the appropriate groups.

Three mountain stages then follow, crossing some of the infamous mountain stages such as the Cols des Aravis. Each day there will be flagged timed climbs, of which the aggregate time will determine the leader's jersey (male and female) for the next stage. 

Further event information and registration can be found at

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