The Evolution of the ABSA Cape Epic: From Adventurous Journey to Global Spectacle

by | Sep 26, 2024 | Featured, Bike, Bike Events & Racing, Bike Racing News, Event Experience, Event News, Sports

My journey with the ABSA Cape Epic began in its early years and spanned seven incredible editions of the event. From the moment I found myself riding the international media and video production crews around chasing the racing action, I knew that the events and entertainment industry was where I wanted to carve out my future. The Cape Epic was not just an event; it was my classroom, offering invaluable lessons in logistics, branding, and large-scale operations.

The Evolution Of The Absa Cape Epic: From Adventurous Journey To Global Spectacle
Matt Beers Leads the race during stage 3 of the 2023 Absa Cape Epic Mountain Bike stage race from Hermanus High School to Oak Valley Wine Estate, Elgin, South Africa on the 22th March 2023. Photo by Nick Muzik/Cape Epic

Working across various roles, I initially managed race village signage and spectator points—an experience that, while not always glamorous, provided a solid foundation in event management. I later took on the challenge of handling the entire branding portfolio, managing start and finish locations, prize-giving setups, and evening presentations. With a team of 35, we orchestrated the complex logistics of leapfrogging branding setups, often working a day in advance to ensure seamless transitions.

This hands-on experience taught me the intricacies of sponsorship management, TV broadcasting, and the delicate balance of logistics at scale. Many of the people I worked with during those formative years are still part of the Cape Epic family, and I hold the event in high regard for the grounding it provided me in the industry.

Cape Epic 2023 Stage 4 Results And Recap
Riders during stage 4 time trial of the 2023 Absa Cape Epic Mountain Bike stage race from Oak Valley Estate to Oak Valley Estate in Elgin, South Africa on the 23 rd March 2023.

The ABSA Cape Epic, often heralded as the “Tour de France of mountain biking,” has undergone a remarkable transformation since its inception. Founded by Kevin Vermaak, the event was envisioned from the start as a means to create the world’s premier stage mountain bike race in Africa, combining the breathtaking beauty and diverse terrain of South Africa’s Western Cape with a commitment to professionalism and commercial viability. Originally stretching from Knysna to Cape Town, the event promised an adventurous journey across seven days that captivated riders with its challenging routes and stunning landscapes, all while establishing itself as a best-in-class global race.

In its early days, the Cape Epic was about more than just the race; it was about the journey. Riders embarked on a true adventure, traversing trails and terrains that were otherwise inaccessible, experiencing the raw beauty of South Africa in a way that few other events could offer. The logistical challenge of moving vast race villages across great distances only added to the epic nature of the experience.

However, as the event evolved, so did its logistical considerations and commercial focus. The introduction of a cloverleaf format, which bases multiple stages around a single location, simplified operations and reduced costs. This shift brought the race closer to urban centers, making it more accessible but also altering the original appeal of exploring remote and untouched landscapes.

The acquisition of the Cape Epic by the Ironman Group marked another pivotal moment in its evolution. While some might see the move towards urbanisation and commercial viability as a departure from its adventurous roots, it’s crucial to understand the broader vision. By simplifying logistics and enhancing broadcasting capabilities, the Cape Epic is now able to reach a global audience, showcasing the sport to millions and elevating mountain biking to new heights.

Absa Cape Epic Route 2023

There exists a view in South Africa that events like these should be run by volunteers and not generate significant profit. However, it’s important to recognise that events are businesses, and profitability is key to their sustainability. The ABSA Cape Epic’s success directly impacts hundreds of thousands of people, businesses, and athletes, as well as countless viewers. The event fuels the entire cycling industry, supporting manufacturers, bike shops, logistics companies, and even content creators and broadcasters.

Critics may lament the event’s shift towards more commercially focused operations or its move closer to urban areas like Paarl and Stellenbosch. Yet, these decisions are made to ensure sustainability. Profitability not only secures the future of the Cape Epic but also enhances its positive economic impact, benefiting everyone involved in the industry.

As we look toward the 2025 route, which promises more accessible trails and increased live coverage, we must appreciate the Cape Epic’s role in forging new ground for cycling as a whole. While it may have lost some of its original flavour, it has grown into something equally beautiful—a testament to the dynamic nature of sports and the enduring appeal of mountain biking. The sustainability and growth of the Cape Epic are vital, and embracing its evolution ensures that it continues to inspire and support the broader cycling community.

The Evolution Of The Absa Cape Epic: From Adventurous Journey To Global Spectacle
Riders during Stage 7 of the 2024 Absa Cape Epic Mountain Bike stage race from Stellenbosch to Stellenbosch, South Africa on 24 March 2024. Photo by Sam Clark/Cape Epic

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