Pu­rity team sad­dles up for 100-mile Vélo cy­cle ride

Birmingham Post - - NEWS -

FOR the Pu­rity Brew­ing Com­pany tak­ing part in the in­au­gu­ral Vélo Birm­ing­ham 100-mile cy­cle ride was a sug­ges­tion that didn’t need much time to fer­ment.

Sev­eral mem­bers of staff cy­cle to work and Pu­rity re­cently launched Sad­dle Black – a dark beer de­scribed as ‘a nod to the world of the bi­cy­cle’.

So it is only fit­ting the award-win­ning mas­ter brew­ers will have a ‘Busi­ness 100’ team tak­ing part in Vélo Birm­ing­ham, which takes place on Sun­day, Septem­ber 24.

Pu­rity’s di­rec­tor of brew­ing, Florent Vialan, also known as ‘Flo’, took part in a re­cent train­ing cy­cle with Rugby World Cup-win­ning cap­tain and Vélo Birm­ing­ham am­bas­sador Martin John­son.

Start­ing and fin­ish­ing at Pu­rity’s brew­ery near Al­ces­ter, the train­ing cy­cle fea­tured more than 150 par­tic­i­pants of the Busi­ness 100 and is one of the exclusive events com­pa­nies get to take part in by en­ter­ing a team in the cor­po­rate chal­lenge.

Flo, who hails from Lyon in France, said: “I live six miles away and come rain or shine I cy­cle to the brew­ery ev­ery day, but I’ve never taken part in an or­gan­ised bike race in my life. This will be the first op­por­tu­nity to take part in a closed-road cy­cle ride and I’m re­ally look­ing for­ward to it.

“At Pu­rity we love to cy­cle and we get a lot of cy­clists vis­it­ing us.

“Af­ter launch­ing our Sad­dle Black, which was cre­ated for the cy­cling com­mu­nity, the whole con­nec­tion with cy­cling re­ally strength­ened for us.

“The one thing I re­alise more and more is that cy­cling is much more of a team ac­tiv­ity than I thought it would be.

“Get­ting out on our bikes is a real so­cial event. Any­one can cy­cle, it’s a great com­mu­nity and I would en­cour­age peo­ple to take part in Vélo.”

Or­gan­ised by CSM Ac­tive, in part­ner­ship with Birm­ing­ham City Coun­cil, Vélo Birm­ing­ham starts and fin­ishes on Broad Street in Birm­ing­ham city cen­tre be­fore tak­ing riders on an un­for­get­table jour­ney on closed roads through Here­ford­shire, Worces­ter­shire, Sandwell and Dud­ley.

The 15,000-ca­pac­ity event is sold out – but places are still avail­able for com­pany teams through the Busi­ness 100. Firms sign­ing up for en­joy a VIP ex­pe­ri­ence cou­pled with exclusive train­ing events and net­work­ing op­por­tu­ni­ties – but places are lim­ited.

Well over £1 mil­lion is ex­pected to be raised for char­ity by Vélo Birm­ing­ham en­trants and it is hoped the Busi­ness 100 alone will raise over £100,000 for good causes across the Mid­lands.

For fur­ther in­for­ma­tion about the Vélo Birm­ing­ham Busi­ness 100 chal­lenge and to sign up visit https:// v e l o b i r mi n g h a m. c o m/ t h e - r i d e / busi­ness-100/

> Team Pu­rity: (From left) Remi Richards, Andy Cross, Peter Kopp, Flo Vialan and Steven Pitt

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