About Us

pie: bespoke guided rides

pie delivers amazing bespoke guided bike rides throughout the UK and Europe. We develop and deliver fully supported guided group cycling trips for companies, charities and groups of individuals, all to your specific brief.

We only do what you want us to do. All of our routes are individually designed for you with a focus on ensuring a great ride with the perfect balance of enjoyment and challenge for everyone.

The extras are what brand the event as yours. Whether you choose to offer start and finish gantries, sail banners, celebrities to attend, aperitifs before your finish celebrations, cycle jerseys, photographers, a camera crew, or anything else, we will help you make your event special.

We don’t outsource any of our rides. Our teams of guides, tour leaders and medics work to our incredibly high standards of customer care and delivery on every event. You’ll see the same professional faces whether you are doing a London to Paris or crossing Corsica.

There is nothing standard about us because there is nothing standard about you.

The Core of pie


  • We consider the safety and welfare of our cyclists and staff our top priority. We believe our basic premise of guided rides is the core of our impeccable safety record
  • In addition we have some of the best ratios of medics to cyclists, and support vehicles to cyclists.
  • We never put cyclists on a new route without a recce
  • We provide risk assessments for all of our events, and emergency procedures to cyclists and staff alike before every event
  • All staff and cyclists are given emergency contact cards
  • We insist on people wearing helmets
  • We offer training plans to help people be prepared for their ride and therefore safer on their bikes
  • All our guides carry first aid kits and all our vehicles carry first aid kits


  • Cycling generally is a low carbon footprint pleasure
  • We hire good quality support vehicles in the UK and Europe
  • We advise clients buying their own flights to offset their carbon emissions via JPMorgan Climate Care
  • We offer the environmental option of taking the train instead of taking a flight
  • We recycle all plastic and cardboard that comes into our office
  • We recycle inner tubes
  • We recycle, for reuse, all used pie clothing and other event clothing by donating them to charity
  • On events we have biodegradable cups, plates and cutlery
  • We give out free water bottles on our events so there is no necessity for single use bottles
  • We fill our own water barrels with water to avoid buying large single use plastic containers
  • In the office we recycle ink cartridges, don’t print brochures, recycle computers and other used equipment, opt for low level ink and toner when printing, don’t print if not necessary, etc


  • After our events we give our left over dry food to local food banks, youth groups and sports groups
  • Left over fresh food is given away in exchange for a donation to charity
  • We only run our own rides and don’t buy places on the mass participation events. However, we still do our bit. On the Ride100 we run our own stand as a community service to support riders, giving out water, hot drinks, gels, biscuits, helping with mechanicals, water bottles, etc
  • On an event we are respectful of the communities we visit. We take away all of our rubbish from every site we use in the UK and Europe; we make sure we don’t leave inner tubes, gel packages, etc, as eye sores for others; we use local community and village halls for our stops throughout the UK and Europe; we purchase fresh food locally as we travel through the UK & Europe from shops and restaurants

Ethics and Integrity:

  • We are committed to delivering your ride, and the process leading up to it, to your expectations, and often beyond those expectations
  • Our pricing is clear and there are no hidden charges
  • We offer bespoke guided rides and therefore have a flexible approach to ensure you get exactly what you want. Our repeat bookings are testimony to that.
  • Our guides and support crew are key to our success and the success of your rides. We pay a fair wage, we insure our staff for working on our events, and we provide a one day experience day for all new recruits to taste test us.

If you have any questions about the above or any other elements of what we do at pie, get in touch, we’re happy to chat about our high standards and awesome rides!:

01932 460090 or on Info@pieevents.co.uk

Have an idea? Need some inspiration? We’re here to help.

pie guided cycling bike rides uk and europe

The Coronavirus global pandemic has hit every industry. For pie, this means we are faced with huge logistical challenges to comply with Government guidelines whilst delivering the best for our clients.

We are working hard to keep events in the 2020 calendar. Please bear with us as we work through this.

In the meantime, please check out the pie Coronavirus Policy.