Upmarket cycling events role for Swindon PR expert Sara Tye

June 5, 2015

Swindon-based PR expert Sara Tye has been appointed CEO of a company that organises and promotes luxury cycling adventures in Switzerland.

Sara, pictured, who owns Swindon public relations firm redheadpr, will lead the development of Etape Suisse after its successful first year in business.

The company provides inspirational cycling tours and high level networking opportunities in Switzerland while raising funds for charities such as Laureus Sports for Good Foundation.  

A business and communications expert with over 30 years’ experience, Sara has been voted Green PR of London by the Evening Standard and was a finalist in the first Cosmopolitan Women of the Year Awards in 1999. She helps develop businesses, individuals and organisations through networking, publicity, online strategies and proven business development techniques. She has six years of management training and qualifications.

She said: “I am thrilled to become the CEO of Etape Suisse. It’s a unique business with a proposition like no other. The cycling, the hospitality, the locations and the accommodation are all out of this world. I can’t wait to get started on this venture.

“What made it even easier to accept this role is that I’m a keen cyclist myself. I’ve competed in triathlons across the country and I’m currently training for my first Ironman 70.3, so I’m combining my passion for training with my passion for my work.”      

The company was founded as a response to growing mediocrity in the UK sportive scene. Satisfying demand for challenging cycling events in inspiring surroundings, its packages include fine dining and luxury accommodation in high-quality hotels.


Professional cyclists and celebrities also support Etape Suisse. Attendees have the chance to cycle with riders such as Cadel Evans, former Australian professional racing cyclist and winner of the 2011 Tour de France, Michael Vaughan OBE, retired cricketer, captain of England’s 2005 Ashes winning team, and Rochelle Gilmore, racing cyclist and Commonwealth Games champion.

Etape Suisse raises funds for the Laureus Sports for Good Foundation, which uses sport to benefit children across the world by funding community projects and helping individuals achieve real change in their lives. Etape Suisse’s 2014 Davos event raised more than £25,000 for the charity.

Etape Suisse’s corporate sportive in Gstaad in June next year includes cycling and networking and aims to raise more than £1m for the Laureus Sports for Good Foundation.

Etape Suisse is hosting its second festival of cycling and fine dining in Davos in the Swiss Alps from September 10-13 this year.

In the UK, the company is hosting the Chiltern Cycling Festival at Buckinghamshire’s Penn House Estate on July 12 and the Velo Classique at Chenies Manor, also in Buckinghamshire, on August 31. Both events comprise day-long rides with the choice of three routes – 100 miles, 100km and 30 miles. 

Sara spent three years managing the personal PR internationally for The Body Shop’s eminent founder, the late Dame Anita Roddick. She took it online, making the retailer one of the world’s first to establish a global internet presence.

Sara will continue in her role as managing director of redheadpr, whose clients span innovative businesses in sectors spanning gardening, heating, ventilating and air conditioning, food and drink, travel, property and business services.

She is also managing director of Gingernut Creative, a Birmingham-based creative agency that helps organisations inspire diverse audiences through its expertise in research, strategy, design, branding, digital and video, and is a passionate and motivational speaker, a writer, coach, mentor and trainer.
She will speak at the Mums UnLtd Summer Biz Fair on Monday on Get your brand buzzing through PR.

Sara said: “As a mother-of-two, I know the importance of good support and inspiration from other working parents. The Mums UnLtd Summer Biz Fair is a fantastic opportunity to offer this support, while showing how effective PR can boost the success of any brand.” 


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