As an extra incentive, the Le Col Tour Challenge encourages locals to compete for the title of the most active cycling city through the use of interactive billboards which show live-updates of which cities are cycling the most.

Clothing brand, Le Col is behind the campaign which encourages local riders to log as many miles as they can in the same period of time as the duration of the Tour de France, in order to come out on top.

The challenge will be hosted on Strava – a platform for runners and cyclists to track and analyse their exercise.
Clear Channel will display the data across screens in outdoor locations across 23 UK cities – allowing residents to keep up to date on how much more distance is needed to be first.

As well as being crowned the most active cycling city in the UK, those who complete 115km between July 6th and 28th will receive a £50 voucher and entry to a competition to win £2000 worth of cycling kit.

Speaking to Cycling Weekly, Former pro and Le Col founder, Yanto Barker comments: “Cycling brings out the competitive nature in people, whether it’s going faster or further than the riders you meet on the road.

“That’s why we wanted to give people a new way to interact with the stats from their ride. Over the past year, over 1.2 million cyclists have signed up to our Le Col Strava challenges, so the Tour Challenge, along with our live billboards, will prove once and for all who the best and most active cyclists in the country are.”

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