Advendurance was founded in 2001 when three passionate cyclists had a goal in mind to grow a sport that had very little exposure, sponsorships and races. Fritz Pienaar, the CEO of Advendurance, who was a professional cyclist and national MTB champion, teamed up with recreational riders Heinrich Richter and Theo Grobler, to launch an outdoor sports events company that focused on MTB races and to provide a platform where pro riders can challenge one another, while still catering for the masses who are enthusiastic, hobbyist riders. Along with implementing events where riders could tackle the trails while competing against one another, the goal was also to establish mountain biking as a commercial sport in South Africa, with the hope that passion for riding would to trickle from the pros to the novices.
Needing a strong team that formed part of the vision and who were already in the industry, Pienaar recruited Advendurance’s current COO, Wessel van der Walt, who worked for Fritz Pienaar Cycles, to head up the marketing, design and web elements of the new venture and Project Manager Francois Theron, because of his own impressive professional riding history and ability to understand what the public wanted when it came to MTB locales and trails.
The first event launched by the Advendurance brand was the National Mountain Biking series back in 2002, followed by TrailSeeker in 2008 and Tour of Legends in 2012. The company further established its growth and presence in the country by introducing a duathlon series, DualX, with further expansion into OCR events, which includes The Warrior Race in 2013. A brain child of Advendurance includes SASeeding (SAS) which was launched in 2008, in order to track riders’ performances and to organise race batches. All of South Africa’s MTB events use this system when it comes to rankings and series points, and brings a great deal of value to riders and sponsors alike.
Based in Pretoria, Advendurance organises seven national series events that takes place in six provinces in varying locations that are picturesque, challenging and memorable. Considered one of South Africa’s leading outdoor sports event coordinators, it is a reputable and professional platform for outdoor sport thrill seekers that wish to combine a love for sport and the outdoors in one package by offering an exciting programme of adventurous events that are thrilling and life-changing. The aim is to deliver an unforgettable experience and provide sponsors and participants alike with a level of event service that only Advendurance can offer and further help people overcome their challenges and turn them into success stories.
I. Brand Activation
III. Media Packs / Clothing
IV. Viral Marketing- Sponsor outlets
I. Sponsor outlets
II. Bike dealers
III. Direct Mail
V. Event Marketing
I. Presence at consumer shows
II. Presence at other Local events