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Luxury France cycle holiday specialist joins growing portfolio

New owners to engage with trade partners to accelerate ambitious growth plans.

Cycling for Softies is a luxury operator, established in 1981 and specialising in gourmet cycling holidays to France.

This latest acquisition will join cycling and walking holidays brand, BSpoke, which was launched in December 2014, offering expertly curated cycle and walking holidays to 15 European destinations, all on routes personally selected by ex-Olympic cycling Stephen Bent.

Craig Burton, lead Investor for Pebble Travel and Managing Director of sister company Ski Solutions said: “For 34 years, the Cycling for Softies brand has been synonymous with great customer service, attention to detail and authentic cycling experiences in rural France. With Founder, Susi Madrons’ retirement, we are privileged to have the opportunity to take this well-established business to the next level.  It is a great fit for the BSpoke client base, and complements perfectly our established cycling and walking programme.

“Next summer, across the two brands, we will offer 26 different cycling and walking holidays across France, Italy, Croatia, Slovenia, Austria, Germany and Portugal.”

According to research by VisitEngland some 3.8 million people were keen to take a biking holiday in 2014. Thanks to the likes of Bradley Wiggins and Chris Froome, cycling is now one of the fastest growing outdoor activities amongst a diverse range of Britons.

No longer just the preserve of outdoor enthusiasts, cycling holidays now cater for the leisure cyclist. With a BSpoke or Cycling for Softies holiday, there are no tight schedules and daily distance targets. They offer the opportunity to explore some of Europe’s most stunning destinations at a leisurely pace either from the saddle or on foot. As well as beautiful scenery, each of the destinations has been chosen for its quaint villages, historical interest and delicious food and drink.

An integral part of the growth strategy for both brands will be through engagement with the trade, and a new Head of Activities will be joining the business in early November to oversee partnerships with travel agents.

Stewart Baird, Chief Executive of Pebble Travel: Investors commented, “We are thrilled to be adding such a prestigious brand to our activity division. We have seen huge growth coming from this sector and felt the time was right to scale up our cycling and walking offering”.

Co-Founder & Chief Editor - TravelDailyNews Media Network | Website | + Posts

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.

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