• Norwegian D2C bike brand unveils support of leading ultra cycling resource 

• Partnership aiming to increase visibility and participation in long distance cycling with Badlands the first race of the new partnership ​

• Fara has also signed up recent winner of The Rift - Simen Nordahl Svendsen and TCR pairs winners Sherry Cardona and Gereon Tewes

1st September 2023, Oslo, Norway: Fara Cycling, the Norwegian direct-to-consumer adventure cycling specialist has today announced a new partnership with DotWatcher, the world’s leading resource for long distance cycling race coverage, insight and analysis.

Long distance cycling has always been a key part of the Fara story, with founder Jeff Webb a former elite rider turned ultra cyclist, lining up at storied adventure races such as Badlands, Race Across Italy and Paris-Brest-Paris. This passion for ultra cycling helped to shape the Fara range, with both the F/All-Road and F/Gravel designed to be comfortable yet capable over long distance, technical mixed surface rides. 

For fans of ultra and adventure cycling, DotWatcher needs no introduction, widely known as the most accessible source for coverage and analysis of the world’s greatest long distance bike races. Updates and knowledgeable commentary contributed by the DotWatcher community are matched with live tracking data that gives unrivalled access to the latest developments in everything from continent wide road races to epic, remote mountain biking adventure races.

Few brands have been as instrumental as DotWatcher in bringing a wider audience to the compelling yet historically inaccessible world of long distance cycling, offering visitors an easy method of following races while also telling the stories that encourage people not just to DotWatch but take the leap into taking part and competing.

It was this shared passion for increasing participation that prompted Fara to partner with DotWatcher, becoming the official bike partner of the site. With the team at Fara having benefited from the long distance cycling scene they felt it was time to give back and support the organisation that has done so much to grow the discipline.

As official bike partner, Fara will help to support DotWatcher continue to grow the number of races they cover, contributing to the site and also creating content at some select events throughout the year. Starting with Badlands, the Fara team will be on the ground chronicling the race while they will have four supported athletes looking to make their mark on the races including founder Jeff Webb, Simen Nordahl Svendsen, Gereon Tewes and Marie Rydne.

Jeff Webb said of the partnership

“We’ve always been admirers of the work DotWatcher has done for the long distance cycling community, providing a focal point for fans, racers and event organisers that has undoubtedly helped the sport grow. When we discussed the possibility of working together I knew they were exactly the kind of organisation we could get behind to help continue that growth”

Kitty Dennis, Managing Editor of DotWatcher said

“As DotWatcher continues to grow we're excited to work with Fara Cycling, a brand that understands the needs of ultra-cyclists. Jeff's experience, and their roster of athletes, make the brand a natural fit for DotWatcher and the ultra-cycling community. We hope our new partnership with Fara inspires more individuals to embark on their ultra-cycling journey and allows us to share their stories.”

Alongside its support for DotWatcher, Fara has also announced investment into its athlete program, securing the signature of up and coming gravel racing talent Simen Nordahl Svendsen. Svendsen, who recently announced his arrival on the world’s gravel stage with victory at The Rift Gravel, will have the Fara F/Gravel as his race weapon of choice. 

According to Svensden

“The possibility to work with a Norwegian brand that is local to me is very unique. Fara is a smaller brand that’s striving to grow globally with big ambitions, just like me. In terms of riding, I like races of attrition. Those long, hard races where you just have to survive as long as possible - the F/Gravel has some really cool features which will help us excel together."

Fara has also further strengthened its field of long distance cyclists with the addition of ultra racer and content creator Sherry Cardona and her partner Gereon Tewes. Both impressive ultra riders in their own right, Sherry and Gereon recently came first in the TCR pairs category.

For more information please contact Chris@paceupmedia.co.uk