Flandrien Challenge
About this good practice
Flanders has several iconic climbing and cobbled roads for cyclists that are ridden during the 'cobbled classics’ (a set of popular one day cycle race that are ridden in Flanders during spring such as Gent-Wevelgem, Dwars door Vlaanderen, E3 Harelbeke and the Tour of Flanders).
Cycling in Flanders (a project by Tourism Flanders to attract foreign cycling tourists) and Strava (a sports app that allows users to track and share their activities such as running, cycling, and swimming with others) together compiled 59 iconic roads in 2020. This way, cyclists can sign up via Strava and decide when to take on this challenge and ride the 59 segments in less than 72 hours. If they succeed, they receive the title of ‘true Flandrien’ and their own personalised stone on the wall of fame of the Centre Ronde van Vlaanderen in the City of Oudenaarde.
The reason for starting this project was:
- spreading cycling tourists in time and space (not only during spring when those ‘cobbled classics’ are competed by pro cyclists)
- from an international perspective: cycling tourists are looking for a challenge, this one is permanent and complementary to the cyclo’s in spring
- in this way, we hope to make Flanders a sustainable cycling destination
Resources needed
- Money from Flemish subsidies
- € 100 000 to install about 180 road markings at +/- 60 locations
- Toerisme Vlaanderen (Tourism Flanders)
--- € 10 000: website with the Strava section and international promotion
--- € 30 000: wall of fame with engraving machine
Evidence of success
- Most participants enter the challenge between March and October - with peaks between May and September. This is largely outside the classic spring, which is good.
- The most measurable is automatic inclusion in our digital Wall of Fame: currently 2009 finishers visible on Flandrien Challenge | Cycling in Flanders.
- A manual count of the physical stones at the end of 2023 reveals 36 different nationalities and a ratio of 96% men to 4% woman.
Potential for learning or transfer
- The selected segments of this challenge were chosen from existing, challenging infrastructure such as hills, paved routes etc.
- The beginning and end of each segment are indicated only by a painted road mark.
- Unique: the collaboration with Strava allowing automatic time recording via the participant's GPS and free Strava account
- The participant can choose for themselves when to venture into the challenge.
- A personalised stone on the wall of fame at the Centre Ronde van Vlaanderen in Oudenaarde. It’s not just a tribute and remembrance. It’s also a way to bring tourists to the City of Oudenaarde.
- Factors that can hamper a transfer is the need for iconic segments (existing challenges).
- Opportunity for other regions to take on segments based not on ‘challenging infrastructure’ but on heritage sites etc (not so much sports but tourism).
Further information
Flandrien Challenge
Images
Documents
Press Release FlandrienChallenge_PM edit (1).docx
Website
Good practice owner
You can contact the good practice owner below for more detailed information.
Cycling in Flanders