WORLD-CLASS OFF-ROAD CYCLING ACROSS THE SOUTH WEST, helped by Viper!

The South West is set to become a world class destination for adventurous off-road cycling. A total of £7.5m is being invested in developing the activity across the region including funding of £4.6m from the Rural Development Programme for England.

The 1SW initiative with Forestry Commission as lead funding applicant will be developing trails, sites and information across the whole region which will enhance the quality of experience for anyone who wants to experience the fun of off-road cycling. Developments will include purpose built adventurous cycling trails, bike hire facilities, cafes, areas to develop bike handling skills and information on how and where to ride across the region.

Viper Marketing sit on the 1SW executive board because of their communication and mountain biking experience. They are really pleased to see the project secure this money and move to the delivery stage.

Paul Hawkins, 1SW Project Manager says: “The 1SW project will make off road cycling attractive and accessible to everyone, even to those who haven’t ridden a bike for years! The region’s tourism economy stands to benefit greatly with opportunities for a diverse range of businesses, from increased out-of-season accommodation demand to providing specialist services such as guided rides. We will work with local businesses to ensure they maximise their benefit from the provision of this quality adventurous cycling product. Off road cycling in woodlands is enjoyable whatever the weather and provides a fun alternative to beach based activities, particularly outside of the main summer months.”

Stuart Parry from Era Adventures, Polzeath, says: “We run a successful business organising a range of adventure activities, based in North Cornwall. There is a need for more opportunities away from the coast, particularly when the surf is flat and the rain starts! We are very excited at the opportunities 1SW will provide for tourism businesses like us across the region and are keen to expand our offer to include more cycling and cycle training”.

Funding comes from the Rural Development Programme for England, which is partly funded by DEFRA and the EU. The funding is provided as part of a wider project under the Sustainable Rural Tourism Theme, managed by the South West RDA (regional development agency).

Mike Johns of the South West RDA said: “The 1SW initiative is just one project in a far-reaching suite of interlinked investments that are being made through Sustainable Rural Tourism which will have a really significant impact across the whole region.

“RDPE funding devoted to sustainable rural tourism is designed to have a lasting impact on the tourism industry in rural areas through investing in improved access to, and understanding of, the key features and rural heritage of the South West.

“Equally important, 1SW also offers a tremendous opportunity for businesses close to the hubs and cycle ways to engage with 1SW and maximise the benefits for the local economy.”

The National Trust, South West Lakes Trust, the National Parks and Areas of Outstanding Natural Beauty (AONBs) and Bristol City Council are all key delivery partners in this project and are excited about broadening their visitor base. The project presents a significant opportunity as off-road cycling appeals to many ‘non-traditional’ visitors to the region’s countryside.

Paul Hawkins adds: “We can’t wait to get both tourists and residents out enjoying adventurous off-road cycling with their friends and families. A quality adventurous cycling product will be a huge boost for the region’s cycling provision and will offer an adventurous riding experience to enable progression from routes like the highly successful Camel and Tarka trails”.

Outdoor Adventure 20 years from Now

I expect we’re all waiting for shiny new kit at the moment. New mountain bikes with 6in of bounce at the back (always room in the garage for another bike!), the latest 3 layer moisture managing water proof system jacket, GPS technology that tracks and plots your every move, handy gadgets you never knew you needed until you had them. Love it! Shiny gadgets go hand in hand with outdoor activity.

I know, I know, we still need to know how to use a compass, your skin’s waterproof and singlespeed bikes with no suspension are well hard. But we’re human. We love to innovate. If we didn’t we’d still be slopping around in muddy puddles. No offence to the caving community. Progress happens and the only constant is change. So, let’s look forward.

January 2030, what will outdoor activity on Mendip look like then?
- Car mileage per trip will decrease because of social pressure and road pricing meaning Mendip will be really busy because of the huge urban populations nearby
- Government intervention to protect AONBs like Mendip will lead to a ‘pay to play’ system - a Protected Landscape Pass will need to be bought
- Access will be severely restricted for ‘wildlife areas’, a direct intervention to balance the urban sprawl. Public access will be polarised; completely no-go areas or open access for foot, bike and horse
- Digital natives will introduce sophisticated ways of enjoying ‘their Mendip’ under the radar of urban visitors. Digital natives are the younger generation which has grown up with digital technologies and is completely at home with them
- You can book yourself into a retreat to retune your mental well-being. Mental health will be a key concern for our aged population
- More people will get lost and hurt themselves. There’s more people out there doing more outdoor activity and a greater percentage are being lulled into a false sense of security by the latest shiny bit of kit. The ‘pay to play’ income will go towards a core of full time Search and Rescue staff supported by volunteers
- Multi purpose outdoor activity play parks will be created in the redundant quarries by private enterprises
- Watching the tide come up to Axbridge because of the ‘managed retreat’ will be really popular from Crook Peak

Let's get active on Mendip to start planning our future. We’re all forced into these relatively small areas or corridors for our activity. We need to spread out more. If you widen a path the impact is spread and damage decreases. It’s surely the same at a larger scale? We don’t need more legislation forcing landowners to allow access. Surely we need some more entrepreneurial landowners to see the opportunities? Let’s put some of those future predictions in place before they are forced upon us.