CLIF Bar started on a bike—a 175-mile ride where founder Gary Erickson had "the epiphany," or the realization that other energy bars on the market just weren’t fueling his adventures and it was up to him to create a solution. More than two decades later, CLIF Bar is thriving and feeds a huge community of professional and amateur athletes around the world. To this day, biking remains at the heart of the company, especially through its partnership with Crankworx, the world’s largest mountain bike event.
For this year’s Crankworx event in Whistler, British Columbia, CLIF Bar rounded up its own team, as well as a group of professional athletes and media personnel to share an unforgettable action-packed experience. The event included a 5K run and a farmer’s market bike tour led by the company’s Registered Dietitian and Nutrition Strategist Tara Dellolacono Thies, as well as bike fittings with Team CLIF Bar athlete and mountain bike trials legend Hans Rey in preparation for an adventurous mountain bike ride. Beginner and intermediate riders enjoyed a scenic valley ride led by the Dirt Series Mountain Bike Camps, while more experienced riders took to the skies for a helicopter ride to the top of their challenging route on Rainbow Mountain.
The entire adventure culminated at the Crankworx Ultimate Pump Track Challenge, where professional riders pedalled their way through an obstacle-filled track in a test of speed.
The event in Whistler is just the beginning of a stellar partnership that CLIF Bar is beginning with Whistler Blackcomb, which shares the company’s passion for giving people energy from high-quality food that is locally sourced, sustainable and powered by organic ingredients.
Photo credits: Carmen Freeman-Rey
Adventurous Biking Getaways
CLIF Bar Led a High-Energy Event in Whistler for Crankworx
Trend Themes
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Industry Implications
1. Fitness and Outdoor Recreation - Disruptive innovation opportunity to create new offerings that combine fitness activities, adventures, and outdoor experiences.
2. Sports Events and Festivals - Disruptive innovation opportunity to revolutionize outdoor events and festivals by incorporating various activities and interactive experiences.
3. Sports Nutrition - Disruptive innovation opportunity to develop sustainable and organic sports nutrition products that cater to athletes' nutritional needs and promote environmental sustainability.