Launching A Unique Cycling Record Attempt

Gavin is aiming to break a record that’s stood since 1984

Freeride is working with partially sighted ultra-endurance cyclist, Gavin Towers, on a unique cycling record attempt.

The Challenge

Amateur cyclist Gavin Towers is aiming to break the record for the fastest circumnavigation of Britain by bike. In August 2021, the 44-year-old from Millom, Cumbria, will attempt to cycle 4,802 miles around the British coastline in less than 22 days covering an average of 230 miles per day. The current record has stood for 36 years, having been set by Nick Sanders in 1984.

But this isn't any ordinary challenge. Gavin suffers from a degenerative eye condition, Retinitis Pigmentosa, making him only partially sighted. This means Gavin riding for 18 hours a day in all conditions with a narrow field of sight dubbed 'tunnel vision'. His eye condition also means his eyes are highly light sensitive and causes ‘night blindness’, giving him even poorer vision at night or in dimly lit environments. This makes riding a bicycle significantly harder and more dangerous than an able-bodied rider.

What We’re Doing

Shooting launch content with Gavin at home

We’ve partnered with Gavin to advise and deliver all content and communications for the challenge. This includes a robust communications and social media plan, production of key challenge content (photography and video), sponsor procurement and management and broadcast media coverage on regional and national television and radio.

Challenge Launch Film

Gavin’s Eye Condition

Get in touch

Looking for support with communications or content production for your brand? Drop an email to oliver@wearefreeride.com or call us on +44 (0) 203 488 4493.