Sports Tours’ tribute to Bradley Wiggins as sales surge

SPORTS Tours International – the Salford company owned by bookmaker and entrepreneur Fred Done – is reporting a surge in interest and bookings on the back of cyclist Bradley Wiggins’ Tour de France and Olympics success.

Such is the positive impact of the Lancashire-based cyclist on the business, which organises cycling tours and hospitality as well as bespoke holidays for runners and triathletes, that Mr Done has named its head office Wiggins House.

Mr Done, who is backing Wiggins – the first British winner of le Tour de France – to receive a knighthood and win BBC Sports Personality of the Year 2013 said: “I love my sport but I have a real passion for cycling. Not many people know I own the UK’s largest cycling tour operator Sports Tours International so it makes Bradley’s success even sweeter.
 
“It’s important that we recognise what our Olympians have done for the country so far and celebrate their success.”

Chris Bird, chief executive of Sports Tours, told TheBusinessDesk.com the business had received a late flurry of bookings as the end of the gruelling Tour neared, and bookings for 2013 are already well ahead.

“The public response to the British cyclists’ success has been phenomenal and the business is benefiting as a result. In the last two weeks of the tour there was a 40% rise in demand from fans wanting to buy hospitality packages so they could see the success themselves.

“Looking ahead to next year, orders and inquiries for our tours – where cyclists can try and complete the same route as the champions- are well ahead too.

“Cycling is now front page news, which is great news for the business.”

Mr Bird believes the Wiggins effect will boost Sports Tour’s cycling turnover from £1.2m this year to £1.8m – £2m over the next two years.