About Us

pie: bespoke guided rides

Mission Statement – We design and deliver bespoke UK and European cycle rides for charities, corporates and discerning cyclists. We do this with honesty, efficiency and panache; delivering exactly what you want, how you want. Your Ride. Your Way.

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.

“Mega-impressed with the PIE team, as always. Awesome care and service…It’s amazing to have other people do all the thinking for you so that all you have to do is get on the bike and ride. Thank you so much for facilitating everything and creating a really positive tone/mood/atmosphere!!!!”

40tude cycle ride, Andalucía


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 a number of carbon offset systems so people can choose the right one for them
  • 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
  • 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
  • We have worked with all of our hotels to make sure fish and seafood is not on our menus.
  • We offer vegetarian and vegan options at all stops and in hotel restaurants
  • We choose Fairtrade bananas, coffees & “wonky” fruit and veg which would otherwise be thrown out by growers /rejected by supermarkets.
  • Every few years we update our brand designs which means changing the clothing we like our staff to wear. All of our old clothing, some of which has never been worn, is sent to Africa to a charity


  • We wish to have a positive impact on our community. This is in our actions and deeds through the year. Some examples are highlighted below.
  • After our events we give our left over long life food to local food banks, youth groups and sports groups
  • Left over fresh food is given away in exchange for a monetary donation to a charity tin
  • On the Ride100 we run our own stand as a community service to support the 28000 charity 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.


Vision Statement – To grow the business with no loss of quality or ethics, measured by a 95% satisfaction score or higher in our post event feedback forms. Our clients and employees will always be at the heart of everything we do.


Thanks for all the support last weekend too – it was a great trip and as ever expertly organised” GroceryAid Coast to Coast


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

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