Elixirr further strengthens cycling presence with Nedbank Gravel Burn partnership
Elixirr has announced a new strategic partnership with Nedbank Gravel Burn, to help deliver a new platform improving fan and participant engagement. The flagship event in South Africa sees a gravel stage race hosted for some of the world’s leading cyclists.
The collaboration between the cycling event and the challenger consultancy is rooted in the vision of Nedbank Gravel Burn founder, Kevin Vermaak. As a graduate electronic engineer, he spent the first eight years of his career as an IT solutions architect before shifting gears – founding the Cape Epic (known as the world’s premium mountain bike stage race) in 2004.
Vermaak’s earlier experiences in the professional services space helped him appreciate what a partner in the space could bring to his events. Now, working with Elixirr as its official digital transformation partner, the event plans to build a robust, scalable platform, designed to elevate the rider and fan experience before, during and after the race.
“Even before we had a route, digital was always going to be integral to the DNA of Nedbank Gravel Burn,” explained Vermaak in a release on Elixirr’s website. “We want to create a platform that not only scales, but meaningfully enhances how participants and fans experience the race – from their first interaction to post-event engagement.”
Digital evolution
Through this partnership, the Nedbank Gravel Burn platform will evolve into an intuitive hub for riders, supporters, and stakeholders. The coming transformation aims to help streamline processes like registration, communication, content delivery, personalised rider photography and video integration, and event logistics, all with a data-driven backbone.
Stephen Newton, founder and CEO of Elixirr, added, “We are thrilled to partner with Nedbank Gravel Burn and support Kevin and his team’s bold vision. This is more than a seven-day gravel race, it’s the foundation of a global gravel-cycling brand. With our expertise in building seamless digital platforms and delivering immersive, data-driven experiences, we’re excited to help redefine how riders and fans engage with the sport. Together, we aim to set a new benchmark for digital interaction in cycling, with technology and innovation at the core.”
The partnership comes as Elixirr asserts itself as a leading digital transformation partner with cycling teams and events around the world. Earlier in the year, Elixirr also announced a new partnership with British Cycling – the main national governing body for cycle sport in Great Britain. The five-year partnership with Elixirr comes as part of British Cycling’s wider Programme of Change, and will serve as official digital transformation partner to the organisation.
