Red Fox Cycling Member Profile
AIM Member Profile
1. Can you provide an overview of the business and what you offer and to whom?
Red Fox Cycling designs and delivers cycling events for corporate teams, charities and festivals. Every event is built around the same idea: shared achievement that brings people together. Sometimes that’s a company away day, sometimes it’s a multi-day challenge, or a fundraising ride — but the outcome is always the same: people leave feeling more connected, more energised, and proud of what they achieved together.
Between us as founders we’re a cycle tourer, a former semi-pro cyclist, and a yoga instructor and marathon runner — so adventure was always going to be part of our story.
2. Since the pandemic it was reported that cycling and cycling holidays became more popular, do you feel this is correct?
For us, the pandemic was the springboard. Our first three corporate clients all said the same thing: “we need to get our people back together.” After almost two years of remote working, teams felt disconnected, and they wanted something active but relaxed — not forced fun or awkward networking. Cycling gave them that.
And that demand hasn’t gone away. Hybrid working is now the norm, and businesses that want to keep a strong culture know they need to invest in real human connection. That’s what our events create — whether it’s a corporate away day, a charity ride or a festival challenge, the heart of it is people spending proper time together.
3. Are there any challenges that you face in 2025/2026 in the industry or want to raise awareness of?
One challenge is that the market is changing. Corporate events used to be dominated by fairly narrow formats — golf days, or cycling challenges that appealed mainly to men. Increasingly, companies want experiences that bring whole teams or departments together, not just the confident cyclists.
For us, the way we respond is by making our cycling events genuinely inclusive. No one gets left behind: we run multiple pace groups, we keep the style relaxed and social, and we have the experience to support complete novices as well as confident riders. At the same time, our guides — including ex-pros — can lead faster groups off the front, so everyone feels challenged at the right level. That balance is at the heart of how we design our rides.
We’re also seeing growth in European rides — challenges that go beyond the UK. Brexit has added some logistical hoops to jump through, but it hasn’t stopped us — if anything, it’s reinforced our ability to deliver complex, cross-border events that give people unforgettable experiences.
4. You have been with the Mutual since 2018? How did you hear about AIM (if you can remember!) and what do you see as the benefits of being part of the Mutual?
We first heard about AIM through the CEO of another activity provider we know well. Early on we visited the team in person, and it was clear they understood the risks activity providers face — and that if things aren’t done right, the consequences can be uniquely severe. That struck a chord with us, because health and safety sits at the core of everything we do. AIM’s support gives us confidence that we’re covered properly, and for clients, that translates into peace of mind: they know we take our responsibilities seriously.
5. Do you have any exciting projects lined up for the future? Have you had to diversify into new markets?
This year has been about widening the scope of what we do. We’ve started working with professional cyclists on select events — including a fundraiser this autumn with Charlie and Harry Tanfield from Harrogate to London for Yorkshire Cancer Research. It’s something new for us, and it adds a special dimension to the experience for riders.
We’ve also seen huge demand for single and multi-day “A to B” challenges starting in London — from classic routes like London to Cambridge, Oxford and Brighton, through to bigger adventures such as London to Paris, Amsterdam and even Glasgow. Alongside that, 2025 has been the year we’ve really expanded our charity fundraising rides, from Lisbon to the Algarve to circular routes in the UK. And of course, our festival rides are back in full swing — still one of the most fun ways we bring people together.
It’s less about new markets, and more about building the breadth of what we can offer — from the riders we bring in, to the kinds of journeys we create, through to whole-company away days where cycling is just one part of a wider team experience.
6. The Mutual offers cover to a wide range of activity providers, do you enjoy other activities not on two wheels, and if so is there something you would like to try?
Most of us at Red Fox love the outdoors in lots of forms — hiking, running, swimming, skiing. Cycling will always be at the core of what we do, but increasingly we’re designing multi-activity events where cycling is one option alongside hiking, yoga or wellness. That’s come directly from clients who want their whole team involved, not just the cyclists. So while we’re not branching into new sports in their own right, we are building events that bring different activities together.
7. The Mutual holds a Member event every year to join together with other providers to hear speakers and to network and share best practice. What can we do better to encourage more Members (you) to attend?
For us, the real draw would be the chance to build relationships with fellow providers and potential partners. If we knew we’d come away with useful connections as well as insights, we’d make it a priority. The format also matters — not formal networking or sit-and-listen sessions, but something more relaxed and interactive, where conversations happen naturally. And for us, face-to-face is key: if the right people are in the room, we’d want to be there.
Thanks to Richard Wake at Red Fox Cycling for this interview.
Corporate Cycling Events | Red Fox Cycling
- Date
- 04/09/2025
