GroceryAid: London to Brussels THURSDAY 7TH – SUNDAY 10TH SEPTEMBER 2023

GroceryAid: London to Brussels THURSDAY 7TH – SUNDAY 10TH SEPTEMBER 2023

  • September 7, 2023 - September 10, 2023
    7:00 am - 10:00 pm

2023 sees GroceryAid venture into The Netherlands and Belgium for the first time.

Dates: Thursday 7th – Sunday 10th September 2023



DAY 1 Thursday 7th September – London to Harwich  

We begin the day with a welcome speech and safety briefing over refreshments before departing from London in our guided groups and heading east towards the coast. We will provide three refreshment stops as we ride through Hertfordshire and Essex. Before long we arrive at the ferry terminal in Harwich. All the cyclists cycle onto the ferry for the overnight crossing. Accommodation is provided in en-suite cabins for the overnight crossing.


DAY 2 Friday 8th September – Hook of Holland to Brugges

Early morning arrival into Holland after an energising breakfast on the ferry. We then follow part of the North Sea cycle route south as we make our way out of Holland and towards the Delta Works, a series of construction projects forming the largest flood protection system in the world. Once we reach the end of the Delta Works, we board a ferry for the crossing from Vlissingen to Breskens. After the crossing it won’t be long before we reach Belgium, and the final stretch of cycling into the Gothic city of Brugges.

Accommodation is split between two hotels, NH Hotel Brugge, and the Crowne Plaza Brugge. Dinner for all at the Crowne Plaza Hotel.

 DAY 3 Saturday 9th September – Brugges to Brussels

The final day of the trip sees everyone depart from the capital of West Flanders, Brugges, and cycle towards Brussels. The route in the morning is predominantly flat as it rolls through the fields. After lunch the route becomes a bit hillier, but nothing that reaches over 100m.

For everyone there will be the opportunity to climb the famous Nokereberg, 0.8km with 3% average gradient. For those who wish to cycle 160km, a hard route will provide the opportunity to cycle up the Koppenberg, Taaineberg, Steenberg and Leberg.

The finish will be underneath the Atomium, the centrepiece of the 1958 Brussels World Trade Fair. The bicycles will be loaded onto a freight vehicle which will be transported back to the UK. Once we have toasted our achievements and had our finish photos, a coach will be waiting to transfer you to the finish hotel where the celebration meal will be held later the evening.

Accommodation at the Thon Hotel EU, including the celebration meal.


Day 4 Sunday 10th Sep – Travel Day

Breakfast at your leisure. Coaches will be provided for the morning Eurostar train from the Thon Hotel to the Eurostar terminal in Brussels.

There are two Eurostar departures:

  • AM – 0852 – 0957
  • PM – 1556 – 1657

All Eurostar trains will be arriving into London St Pancras and coaches will be provided to take you back to the starting location to collect your car and bicycle.

What’s Included

  • Bike guides at a ratio of 1 pie guide for every 10 cyclists. Our guides will lead the way and provide mechanical support en-route.
  • Full support crew and medic(s). Working behind the scenes, setting up regular refreshment stops, transferring luggage, dealing with hotels and of course providing mechanical and medical support along the route.
  • All food from a light breakfast on the first day to breakfast on the Sunday
  • Overnight ferry accommodation in twin share cabins x 1 night
  • Hotel accommodation each night (twin share) x 2
  • Pre-event cyclist information document
  • Eurostar from Brussels to London (two train options)

What’s Not Included

  • Drinks with evening meals
  • Single supplements
  • Bike / Travel insurance

Testimonial from a previous rider

The sense of accomplishment is awesome. The GroceryAid team do a great job organising these events, so you can focus on raising money for such a fantastic cause and connecting with colleagues across the industry in an informal way.” James Waddy, Category Director – Bakery, Dairy and Local, Tesco plc



GroceryAid is the trading name of the National Grocers’ Benevolent Fund. The charity was founded in 1857 and currently looks after thousands of people in the grocery industry. For further information, please contact Charlotte at GroceryAid:

Fundraising and Sponsorship

All fundraising and sponsorship enquiries should be directed to GroceryAid. There are opportunities to sponsor specific elements of the event, for example the celebration meal, cycle jerseys and refreshment stops.

Who are pie?

pie are unique in the industry offering only bespoke guided rides for companies, charities and groups of individuals.

Looking After You
The event is fully supported with guides at a ratio of one guide to 10 cyclists, support vehicles, tour leaders and medics. Each day you will receive breakfast at the hotel before setting off, morning and afternoon refreshment stops while on the ride, a substantial lunch plus dinner and twin room accommodation each night.

pie Guides

The London to Brussels is a guided ride with groups being led by pie guides who help all abilities complete the challenge. In an age where independence rather than group cycling is heralded, those not familiar with the pie guiding system may be reluctant to follow rather than lead.

  • We offer guided rides to make sure we offer the very best care to our cyclists
  • All of our guides are experienced cyclists. They range from ex-professional racers to keen amateurs and all are very used to guiding groups of differing abilities, experience and skill
  • All of our guides will navigate their small group of 8 – 10 cyclists, from start to finish
  • They are on hand to do mechanical work so there is no waiting around for a mechanic’s van
  • Many pie guides are first aid trained
  • Cyclists can change groups (up or down) at any time during the day


We have set up a GroceryAid London to Brussels Cycling Strava Club that all cyclists can join and keep track of each other’s training. Please click here to join this private group.
If you do not have a Strava account, simply enter your details in the “Sign Up for Free” section on Strava.

Don’t be daunted by the leader board and other people’s fast times! As the rides are guided, different groups will ride at different speeds, so there is something for everyone.

Social Media

Please follow us on social media and let others know you are attending this event by tagging us @GroceryAid and using hashtag #GALondon2Brussels, #groceryaid, #pieevents or #bespokeguidedrides