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Industry News 11/18/2019

5 Minute Sellout: Big Sugar – NWA Gravel Fills Capacity for 2020


Bentonville, Ark. to welcome 1,000 riders next October 

At 8 a.m. CST Friday morning, Life Time opened registration for its newest gravel race, Big Sugar – NWA Gravel, which is set to take place in Bentonville, Ark. on October 24, 2020. Symbolic of gravel racing’s fast-growing popularity and Bentonville’s proven hospitality toward the cycling community, registration was full by 8:05 a.m., a record time for the more than 30 premier athletic events within the Life Time portfolio.

Kimo Seymour, president of Life Time Events and Media, said, “We are honored and humbled that this community—one we consider ourselves fortunate to be a part of—has shown their faith in our newest adventure ride. Among this community of passionate bike riders, we’re just trying to create great experiences that help people live a Healthy Way of Life, while having a little fun with their friends.”

With a proven track record of producing popular events such as the Leadville Race Series and the Dirty Kanza, those within the cycling community trust that Life Time’s team, which includes the original Dirty Kanza crew, plans to execute a remarkably special event. In recent years, the company took notice of the increased interest in gravel riding and developed Big Sugar to provide a new iconic outlet for what is expected to become the next big growth area in cycling.

Among the reasons for a record sellout is the race’s destination. Aimee Ross, Director of Bike Bentonville, remarked, “Visit Bentonville is thrilled with the overwhelming response for Big Sugar Gravel as part of our Partnership with Life Time. As we continue to bring more cycling events to Bentonville, we look forward to introducing Northwest Arkansas as a premier gravel riding destination.”

Coinciding with Outerbike Bentonville, the Big Sugar weekend will host two signature distances: the marquee Big Sugar, a 107-mile course of challenging roads through the Ozarks with approximately 9,000 feet of elevation gain; and the Little Sugar, which complements the larger distance with a 50 mile course serving up a similarly challenging, but shorter distance.

More information can be found at www.BigSugarGravel.com. Follow us on social media at @bigsugargravel and use hashtags #RideBigSugar #RideLittleSugar #GravelSweetTooth.

The Big Sugar – NWA Gravel is among more than 30 premier athletic events owned and produced by Life Time, including the New York City Triathlon, the Chicago Triathlon, the Miami Marathon, the Leadville Race Series and the Dirty Kanza.

About Life Time® – Healthy Way of Life
Life Time champions a healthy and happy life for its members across 147 destinations in 40 major markets in the U.S. and Canada. As the nation's only Healthy Way of Life brand, Life Time delivers an unmatched athletic resort experience and provides a comprehensive healthy living, healthy aging and healthy entertainment experience that goes well beyond fitness to encompass the entire spectrum of daily life for individuals, couples and families of all ages. For more information visit www.lifetime.life.

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Media Contact: Jordan Titus / 952.229.7179 / jtitus@lt.life