• House Show

    • LoveCrossed

    • Sodbury Sportive

    • Fort William

Our Events

At Saddleback, we feel it's important to give back to the cycling community as well as get our brands out there in front of real riders – both on and off-road. We are proud to lend support to some of the most prestigious and innovative events in the UK.

We also attend a very select number of shows as well as putting on an annual House Show for our dealers and the press.

Fred Whitton Challenge

An extraordinarily tough 112-mile sportive, the Fred Whitton Challenge is a gruelling ride through the Lake District and one of the UK's toughest cycling events. As the main sponsor, Saddleback provides marketing material, signage, mechanical support and service vehicles to the event, which has raised more than £1 million for great causes.

Saddleback Sodbury Sportive

Starting from very near Saddleback HQ, the Sodbury Sportive is our local event and one we're very happy to be involved with. With 30, 60 and 100-mile routes, it's a very inclusive event for riders of all abilities. You're likely to see several Saddleback staff members taking part each year, with the sportive usually taking place just before our annual Saddleback House Show.


Saddleback is very pleased to offer support to the unique Lovecrossed cyclocross event, which takes place at the stunning 16th century Chavenage House in the Cotswolds. For the event, the estate – owned and operated by the family of NFTO pro rider James Lowsley-Williams – gives up its usual peace and tranquillity in favour of spraying mud and grinding gears, creating a unique atmosphere for CX racing.

House show

Reflecting our position as the UK's premier distributor of elite performance cycling products, we hold our own no-expense-spared bike show every year to keep our dealers ahead of the competition. All our brands are displayed in a high-end set-up with brand managers and brand representatives on hand to catch-up with our dealers and chat through the newest innovations well ahead of the new season while spirits are kept high with plenty of gormet food and refreshments.

Rouleur Classic

Created by the team behind Rouleur Magazine, this ultra high-end show was first run in November 2015 and offered the public a unique insight into life inside the peloton through the display of the world's finest cycling products and attendance of legendary athletes including Eddy Merckx, Alberto Contador, Lizzie Armitstead, Fabian Cancellara, Mario Cipollini and David Millar. For the inaugural event, we took along our Italian prestige brands Castelli and Sidi.