Breaking the Rules for a Groundbreaking Experience: The Gravel Burn
I usually wait a decade before diving into a business on my 'Overnight Success' podcast. After all, success stories rarely happen overnight. But, I made an exception. Last month, I journeyed to South Africa's Great Karoo for the inaugural Nedbank Gravel Burn, a creation of Kevin Vermaak, the mastermind behind the legendary Cape Epic mountain bike race. Hearing Kevin's vision reignited a passion I hadn't felt in years. Let's explore how Gravel Burn is reimagining the gravel racing experience.
From Vision to Reality: The Making of Gravel Burn
I sat down with Kevin to dissect the business model, the critical design choices, and why he believes "scalable intimacy" is the future of Gravel Burn.
"Honestly, the overwhelming feeling was relief," Kevin admitted, reflecting on the event's aftermath. Relief that they could now improve. The vision involved riding gravel bikes over the Karoo's corrugated roads, moving camp each day. It wasn't a carbon copy of the Cape Epic; risks were taken.
Specific moments stood out. The Night Burn, a dream from 20 years ago, came to life with bonfires, Tom Pidcock racing, and laser shows. The final 24 hours in Shamwari, finishing a major bike race in a Big Five game reserve, was another highlight.
The Evolution of Adventure: Point-to-Point vs. Condensed
But here's where it gets controversial...The Cape Epic moved away from point-to-point racing to a condensed model. Gravel Burn went back to the "moving every day" adventure style. Is this the permanent vision?
"With the Cape Epic, the goal was always to be a highly competitive international mountain bike stage race," Kevin explained. "But with Gravel Burn, I wanted seven days of adventure riding where I’m still competitive. I like to ride fast, but I wanted a more social experience."
If moving every day is key to experiencing the Karoo, they'll continue. However, the comfort of staying in one location might outweigh daily moves. The adventure element remains central.
The Solo Advantage: Fostering Intimacy
And this is the part most people miss...The social aspect of the solo format was unexpected. While the Cape Epic's two-person team dynamic often created bubbles, Gravel Burn felt different. Was this by design?
The solo format was chosen for safety and logistics. They also designed for intimacy using "scalable intimacy." Instead of a massive dining marquee, they created "Lapas" – clusters of 20 or 30 tents around a campfire. This fosters intimate communities within the larger event.
The Business Model: Making the Economics Work
Let's delve into the business model. The level of detail was phenomenal, and the costs were extraordinary. How do you make the economics work with only 500 entrants?
"A lot of people look at the entry fee, which is significant [US$3,990 / AU$6,080], and think it’s expensive," Kevin explained. "But if you haven't been there, you don't appreciate that the entry fee doesn't come close to covering the cost of what we provide." Costs are linearly associated with the number of riders. Sponsorship and media are crucial. Media drives value. It's a flywheel. He doesn't expect to make an operating profit for the first 3 or 4 years. It's an investment in building a brand.
The No-Spectator Rule: Crafting a Unique Brand
The "no spectator" rule at the finish line was a fascinating branding choice. Why take such a risk?
For Kevin, an authentic sporting event typically implies spectators. However, Gravel Burn is in the middle of nowhere. They leaned into the isolation, crafting a finish line shot with zero spectators – just a windmill, an oil drum, and the landscape. This allows the pros to relax and creates a very different atmosphere.
Addressing Inequality: A Necessary Conversation
I have to ask about the elephant in the room. There's a lot of inequality at these events in South Africa. How do you address this and ensure you're contributing rather than taking from local communities?
What are your thoughts on Gravel Burn's approach? Do you agree with the choices made, or do you have a different perspective? Share your thoughts in the comments below!
