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A proposal to bring FINDRA's Scottish-made outdoor clothing into the UK's original closed-road sportive — dressing the peloton, and turning 6,000+ roadside spectators into next year's riders.
Etape Caledonia closes the roads of Highland Perthshire to traffic and hands them to a sold-out field of 5,000 riders — and the town that turns out to watch them. FINDRA sits naturally in both directions.
Village activation, on-route branding and rider-facing comms put FINDRA in front of a genuinely affluent, opted-in cycling audience — at the exact moment they're thinking about their next piece of kit.
2–4 spectators for every rider line the route. A visible, well-told FINDRA presence turns "I came to watch" into "I'm entering next year" — the single best low-cost conversion opportunity in the day.
Etape works with Fund Her Tri to bring more women to the start line. FINDRA — founded by a woman, for women riding real Scottish terrain — is the natural partner to help tell that story with real weight behind it.
Entry opens, training builds, race day arrives. The relationship with this audience runs year-round — email, social and community touchpoints all the way from sign-up to finish line.
Since 2007, Etape Caledonia has grown from a Highland curiosity into one of the UK's most committed and affluent closed-road cycling audiences — and one FINDRA would own directly, not rent through a platform.
Sources: Etape Caledonia partnership data (2022–2026) and Motiv Sports event reporting. Rider base skews 74% male / 26% female overall — with the 40-mile route running an even 50:50 split, the clearest entry point for a female-focused activation.
The field has grown 10× in four years and is now sold out. Rider spend has more than doubled alongside it. Partnering now — ahead of the milestone 20th edition — puts FINDRA on the road while the event is still compounding, not once it's levelled off.
All three routes start and finish in Pitlochry, on fully closed roads — the setting for every branding and activation touchpoint below.
One major climb and sweeping Highland roads. A punchy, rewarding ride for cyclists building confidence or chasing a fast finish — and Etape's most gender-balanced field.
Two big climbs, fast descents and scenic lochside stretches — for riders ready to test their legs and soak up the views.
Three major climbs including Schiehallion. A true test of stamina and spirit for experienced riders — and prime territory for FINDRA's performance layers.
FINDRA × Etape Caledonia
FINDRA was founded in 2014 by Scottish designer and mountain biker Alex Feechan, born out of her own riding in the Tweed Valley and the women she rode alongside — a purpose-led, sustainability-first brand with genuine Scottish provenance, built for people keeping active outdoors.
Etape Caledonia is the UK's original closed-road sportive, run through Highland Perthshire since 2007: a sold-out, loyal and increasingly high-spending field, an even male/female split on the 40-mile route, and the ambition to grow female participation on the longer distances too. Put together, it's a home-nation partnership with a 12-month rider relationship built in — not a single-day sponsorship.
From a village presence through to category exclusivity across the whole event — including the road, the gantry, and the inbox.
Next Step
A second call is the fastest way to shape the right package and lock in FINDRA's place ahead of the 9 May 2027 event.