Happy 10th Birthday pie!

pie - 10th anniversary celebration cyclists

Happy 10th Birthday pie!

It’s traditional on reaching a milestone to reflect on the journey to get there. How to describe your first 10 years? How to describe those first steps when we knew what product we wanted to offer (cycling!) but had no name? How to name the essence of “us”? It took a couple of months of batting ideas around to finally settle on a name. With great fanfare Passion in Events was decided on … and within a year it had become too long, too indistinct, and we became pie. Meaty, fruity, delicious, with passion at the start of everything we do. And now, here we are 10 years on, celebrating our milestone birthday!


We were blessed with clients who followed us from a previous business to pie – many of them are still with us today, for which we are eternally grateful. You are the foundations of the business!  The many freelancers and office staff who have chosen to work for pie over the years and buy into our brand of ethical delivery and meticulous planning, are the solid brickwork that makes our business. We could not have done it without you.

Our first event in 2012 was from Paris to Oxford finishing at Blenheim Palace. Our biggest event that year, just a few months after setting up the business, was for Société Générale, which also included our first (and sadly not our last) ferry breakdown. Joy.

Since then we have seen many firsts – our first city walk (Unilever Thames Challenge), our first trek in a National Park (BBC Children in Need), our first off road mountain bike ride sportive (St Barnabas), our first on road sportive (Chestnut Tree Hospice).

We hit our biggest ever number of participants on the CALM walk 2021 (750). We have hit various other high points, both physical like Mont Ventoux and Pico Veleta as well as mental (the reliability of our staff is unbelievable!). And of course we’ve had low points (Covid and leaving the EU – you have never seen admin like it!).

Like any business powered by humans, we have said goodbye to loved ones and welcomed new friends.

So thank you to everyone who has been a part of our journey.