ILKLEY-based cycle wear brand Fat Lad At The Back (FLAB) has reported a 100 per cent increase in registrations for its Up North Sportive, just weeks after tickets went on sale.

The brand has been inundated with registrations for this year’s event with more than 400 people signed up to date, compared to 200 riders at the same point in 2016. Eighty per cent of those registered are new to the FLAB Sportive.

The figures are a staggering achievement for event organisers Richard and Lynn Bye, of Ilkley, who created the event in response to customer demand.

Key to Up North’s success is the inclusive nature of the event. The sportive is designed for anyone who wants to ride, regardless of shape, size or ability. So motivated are Lynn and Richard to inspire a new wave of cyclists to get onto the saddle they’ve invested in a team of Flambassadors – FLAB advocates – to support cyclists on their way and ensure no one rides alone

Speaking ahead of the event, which takes place on May 7 and sees rides of 25 miles, 50 miles and 70 miles in length, Fat Lad At The Back Founder Richard Bye, said: “We’re astounded by the response we’ve enjoyed to this year’s event so far. Our number one ambition is to give people the confidence to ride, no matter what their level of cycling ability.

“To enjoy a 100 per cent increase in participation so far in what is a highly competitive sector is fantastic.”

Flambassador Ade added: “Up North really has established itself as the friendliest cycling event around. The routes are challenging enough for all levels of cyclist, but the only person you’ll be competing with on a FLAB ride is yourself and, even then, we encourage our community not to be too hard on themselves – whatever distance you cover in an hour, it’s your hour. It’s an achievement no matter what.

“I’m really looking forward to welcoming so many new faces and to enjoying the journey together.”

Up North routes take in some of Yorkshire’s most stunning countryside from Greenhow Hill, Malham Cove and the isolated valley of Littondale. The event is also renowned for its legendary food stops, all in jaw-dropping locations. This year a post event Hog Roast will ensure that riders leave full and wearing a smile.

Richard adds: “Up North isn’t just about testing your endurance, it’s about enjoying the ride, the people and the banter.”

Registration for Up North is open until May 3 (subject to selling out beforehand). Riders are encouraged to reserve their place before it’s too late. For more information visit https://fatladattheback.com/sportive