“For us, brand innovation is key. It starts with the mere fact that we change the route every year, which we feel is in fact fundamental for a truly great stage race, be it road or mountain bike. This sets the tone for our company’s culture, which is one which embraces change. We are always looking for improvements that enhance the rider experience or the value of our brand. We’re the only mountain bike race in South Africa that sets out to change their route from year to year.”
In order to grow the brand further, Vermaak comments that the team plans the route 18 months out. “The route for 2015 is finalised already, and will be announced in detail as usual in October.
But 2015 will be a special year, which will see another sea change to our concept, akin to when we moved the start of the race from Knysna to Cape Town back in 2009. We will make a special announcement in May this year, which will describe the next big innovation in the format of the Untamed African Mountain Bike Race. Watch this space… it will be very exciting for the growth of the Epic.”
Vermaak concludes: “From my side, I’d like to use this opportunity to thank everyone involved in making the Absa Cape Epic such an exciting and well-supported event.”