Trek has announced a partnership with The Nevis Range Mountain Experience, the home of the Fort William Mountain Bike World Cup, that will enable both track development and the rollout of “Trek-led experiences” on site.
As a first step Trek has invested in both equipment and content creation at Nevis Range, enabling new work on tracks on the mountain and promotional activity aimed largely at drawing an international audience.
Nevis Range’s Commercial Manager, Chris O’Brien, commented: “Our partnership with Trek is a first for Nevis Range. With the introduction of the world’s leading bike brand into our family, we hope to take Nevis Range to a far wider audience and generate real excitement about Trek led experiences at Nevis Range!”
A range of new initiatives design to stimulate mountain bike tourism at the range will begin to roll out over the next 12 months, with one particular promotion squarely targeted at the Chinese market, which is said to have a rapidly developing appetite for international mountain biking.
Aside from developing new tracks, Trek have also pledged to help the Nevis Range support a number of talented young local riders in their quest to become pro downhill racers.
Helen Guesford, Marketing Manager UK, Ireland, Poland for Trek, commented: “We are very excited to be able to partner with Nevis Range. Their expertise and passion for mountain biking makes this an ideal partnership for us; the area is steeped in mountain bike history, and we are collectively aligned in our commitment to the sport’s continued growth in Fort William. We can’t wait to work together with Nevis Range and Nevis Cycles to showcase the world-class riding locales – and talent – we have right here in the UK.”
Kate Forbes, MSP for Skye, Lochaber and Badenoch, said: “This is great news for Lochaber and in fact for the Highlands as a whole. Fort William is known as the outdoor capital of the UK and this adds another string to the bow.
“This will promote Nevis Range worldwide and will hopefully increase revenue to local hotels, restaurants and shops.”