The Gravel Burn Revolution: Redefining the Cycling Adventure
Breaking the Rules of Success:
I'm about to share a story that defies my own podcast's principles. On Overnight Success, I usually wait a decade before showcasing a business's journey, but this time, I'm making an exception.
I recently ventured to South Africa's Great Karoo for the inaugural Nedbank Gravel Burn, a brainchild of Kevin Vermaak, the mastermind behind the renowned Cape Epic mountain bike race. This new event sparked a fire in me, and I knew I had to break my own rule.
The Interview:
Wade Wallace: It's been three weeks since Gravel Burn's debut. As I reflect, I'm curious about your initial emotions after the event. Was it satisfaction?
Kevin Vermaak: Surprisingly, Wade, it was relief. Relief that we could now refine and improve. We had a vision of a gravel bike adventure in the Karoo, but until the event, we weren't sure it would work. It wasn't a replica of Cape Epic; we took risks.
The Night Burn and the Karoo Adventure:
The satisfaction came in moments like the Night Burn. Kevin's 20-year-old dream of racing between bonfires came to life. Tom Pidcock's jumps, laser shows, and smoke machines in the desert—it was thrilling! And then, finishing in a game reserve—a unique, challenging experience.
WW: Gravel Burn returned to daily movement, unlike Cape Epic's condensed model. Is this the permanent plan?
KV: Cape Epic aimed for intense competition. Gravel Burn, perhaps reflecting my own stage of life, is about adventure and social connection. Moving daily is magical, but we might evolve to stay in locations longer for comfort, while keeping the adventure alive.
The Solo Format's Social Surprise:
WW: The solo format had an unexpected social impact. At Cape Epic, teams kept riders in bubbles. Here, I felt connected to 500 people. Was this intentional?
KV: Solo was chosen for safety and logistics. Looking back in a fast peloton is risky. And gravel is a solo discipline. We designed for intimacy with 'scalable intimacy.' No massive dining halls; we created 'Lapas'—intimate clusters around campfires. This design ensures intimacy even as we grow.
A 70-Year-Old's Triumph:
Paul Furbank, a 70-year-old cyclist, beat 75% of the field, proving age is just a number.
The Business Model and Economics:
WW: The event's detail and cost were impressive. With only 500 entrants, how do the economics work? And how does it scale?
KV: The entry fee is substantial, but it doesn't cover our costs. Costs scale with rider numbers, so adding riders isn't the sole solution. Sponsorship and media are key. Nedbank's sponsorship and media investment drive value. We don't profit from media directly, but it attracts sponsors. It's a long-term brand investment.
The 'No Spectator' Rule:
WW: The 'no spectator' finish line was intriguing. Why this decision?
KV: Spectators are typical at sports events, but Gravel Burn is remote. We took inspiration from the Dakar Rally. We embraced isolation, creating a unique finish line with no spectators, just the landscape. It offers pros a relaxed atmosphere, free from selfie requests.
Addressing Inequality:
WW: I want to address the inequality evident at these events. We enjoy luxury while local staff work tirelessly, often below the poverty line. How do you ensure you're contributing positively to local communities?
But here's where it gets controversial: Is Gravel Burn's business model sustainable? Will it thrive in the long term? Share your thoughts in the comments, and let's discuss the future of this unique cycling adventure.
