The Zuurberg Weekender, a mountain bike ride aimed at relaxation rather than racing, is poised to roll out under the banner of the Kelston Motor Group when the inaugural event takes place from October 15 to 17.

A strong family ethos that links the two parties saw them join hands for this venture, which will take place in the Zuurberg mountains in the Addo region, about an hour’s drive from Gqeberha in the Eastern Cape.

The non-timed event, which co-owner Trevor Hayter described as “a ride rather than a race”, offers two days of spectacular routes crafted by Hayterdale Trails.

Kelston operations director Peter McNaughton is an avid mountain biker who knows the area well and said that, besides the family aspect, there were several factors which made the ride an ideal fit for their brand.

“We have a long-standing business relationship with Trevor and are really excited about the opportunity to partner with Hayterdale in this event,” he said.

“The course is world-famous, the facilities are excellent and, being a firm attraction in the Addo area, it speaks directly to our ethos of locals supporting locals.

“The ride promotes an active lifestyle, and we believe this also associates well with the Kelston brand.”

Hayter said riders would enjoy a decent challenge over distances of 60km and 40km, while there was plenty to do off the bike on a weekend designed to create enjoyment for the whole family.

The organisers have also catered for younger and not-so-fit riders, setting up routes of between 10km and 15km to suit their capabilities.

McNaughton emphasised how significant being part of a family was to the Eastern Cape company.

“Kelston is a family-owned and family-run entity,” he said. “Many of our smaller rural dealerships are the same, where both husband and wife work in the business.

“Family is the most important thing to us and we try as much as possible to create an inclusive and open relationship between the two.

“We promote the concept of the ‘Kelston family’ even though we compete with one another and operate in areas which are distances apart.”

He added that many had become part for the larger Kelston family.

“Our expansion of brands has allowed us to be part of their personal journeys as their particular needs change in their lives.

“We are incredibly appreciative of this family loyalty from both our customers and work colleagues.

“Many of our Kelston customers are active mountain bikers and with the growth in the sport we see the Kelston Zuurberg Weekender as a great fit.”

Kelston Motor Group had 21 unique sights in the Eastern Cape with 12 major motor vehicle brands, said McNaughton.

“We have also recently entered the fitment industry with Tyremart in Kariega and Kelston Fastlane in Gqeberha.”

The two-year sponsorship will provide the event with vehicles to manage the logistics of the rides and several Kelston brands will be on display at the venue.

Visit https://www.hayterdale.co.za/zuurberg-weekender/ for more information.