Trek helps bring beer, bikes, and big wheels to Madison on August 24

LONGMONT, CO – April 10, 2008 – Adventure Fit Inc. is pleased to announce that Trek has signed on as the title sponsor of the Trek Urban Assault Ride in Madison, WI and presenting sponsor at the seven other Urban Assault Ride events.

The Urban Assault Ride is a funky bike scavenger hunt that sends two-person teams riding to checkpoints around town to complete crazy obstacle courses at each stop. Mental muscle is just as important as bike skills as teams of two choose their own course to checkpoints around the city. Obstacles are a surprise until participants arrive at the checkpoint and have included bike jousting, adult big wheel races, flying down an inflatable slip and slide, and much more. This pedal-powered urban adventure is an event that anyone can do.

Urban Assault founder Josh Kravetz is pleased with the partnership. “Trek is an ideal sponsor because they share our ideals and goals. Like us, they want to make the world a more bike-friendly place and show riders that it can be just as easy to grab your bike lock as your car keys when you’re running errands or going to work. Using a bike for transportation is the easiest way to improve the country’s lack of fitness, combat increasing traffic problems, and help fight global warming. And of course… it’s fun.”

A key goal of Trek’s One World, Two Wheels program is to increase the number of US trips by bicycle from one percent to five percent. According to their web site, with nearly 40% of car trips taken being under two miles, it’s an achievable goal. Kravetz agrees. “Participants in past Urban Assault events have told me that after experiencing how easy it is to bike around town, they are using their bikes more for transportation.”

The distance is around 25 miles and the ride takes two to three hours to complete. It is based at Olin Park and the ride is followed by a huge after party with Capital Brewery beer, live music, and plenty of two-wheeled shenanigans. Madison was chosen as a host city because of its bike-friendly community and an extensive cycling infrastructure.

The Madison event benefits Dream Bikes – a group that promotes bike advocacy as well as the Wisconsin Association for Blind Athletes. The Urban Assault Ride’s “green focus” extends beyond bike advocacy. The entire production powered with solar power, a bio-diesel truck delivers the gear to each city, and almost all event waste is composted or recycled. In addition, Urban Assault partners exclusively with companies that have sustainable business practices and promote bike advocacy. In addition to Trek, Urban Assault partners include New Belgium (which is title sponsor at six of the eight race series), Keen Footwear, Clif Bar, Sweet Leaf Tea, Swobo, Timbuk 2, Rudy Project and other local sustainability-focused partners.

Other bike-friendly cities selected to host this year’s event are Seattle (May 18), Portland (May 25), Austin (June 22), Fort Collins (July 20), Denver (July 27), Minneapolis (September 21) and Chicago (September 28).

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