Action Medical Research partners Chain Reaction

Toni Slater

Charity Action Medical Research partners Chain Reaction to promote its cycling events

Children’s charity Action Medical Research has teamed up with Chain Reaction Cycles. The world’s largest online bike store will partner on the 2014 Action RIDE100 and DIVA series, which kicked off last weekend with Davina’s DIVA Sussex and the Suffolk Sunrise 100 on Sunday 11 May.

 
The new partnership will see Chain Reaction Cycles utilising its prominent position in the cycling industry to promote the events and encourage more people to ride more often. Action event participants will benefit from ride sign-up incentives and quality spot competition prizes the company’s in-house brands.
 
Action Medical Research has a passion for cycling and has built up a successful portfolio of well-respected and meticulously organised events over the years. The charity’s cycling events have enjoyed continued growth and success in the booming sportive market.
 
The RIDE100 series features 17 100-mile sportives and a range of shorter options, from 25 to 60 mile rides, taking place in stunning cycling locations. The DIVA promotion is encouraging more women to take to the road and is supported by TV’s superwoman Davina McCall.
 
Chain Reaction Cycles (CRC) launched in 1984 as a small family business in Northern Ireland, serving and supporting local cyclists. The company has since grown to a collective of over 700 cyclists, swimmers, runners and passionate professionals supporting a global community of cycle and multisport athletes.
 
Grant Norris, Global Head of Events for CRC says, “Cycling runs through our veins – it is in our blood! So, we’re thrilled to be working in partnership with Action Medical Research, supporting this wonderful charity who are so passionate about cycling. The charity’s experience and professionalism in organising sportive events has been proven over more many years and we are excited to be associated with both the RIDE100 and DIVA series. We are confident that together with Action we can create a memorable experience for enthusiast riders, and at the same time help raise money for a worthwhile cause.”
 
Action Medical Research Head of Community and Events Fundraising, David Graham, says, “Cycling contributes significant income towards our important work saving and changing children’s lives. It’s a great way to get fit, see some brilliant scenery, meet dynamic people and raise vital funds. We’re delighted to partner with one of the industry’s leading brands, Chain Reaction Cycles, and help more people come together to join the exciting world of cycling.”
 
With the help of its supporters, Action has played a significant role in many medical breakthroughs for over 60 years, starting with the development of the first UK polio vaccines. The charity is currently funding research into many conditions including prematurity, epilepsy, meningitis and cerebral palsy.
 
For details on Action Medical Research cycling events visit www.action.org.uk/cycling
 
Visit Chain Reaction Cycles at www.chainreactioncycles.com