Life Time Big Sugar Classic Returns to the World-Class Cycling Destination of Northwest Arkansas

October 10, 2024

The week-long festival attracts thousands of off-road cycle enthusiasts to celebrate the end of the season

Bentonville, Ark., (October. 10, 2024) /ENDURANCE SPORTSWIRE/ – The nation’s premier healthy lifestyle brand and event producer, Life Time (NYSE: LTH), is returning to Bentonville, Arkansas for an epic celebration to end its iconic off-road cycling event season. The Big Sugar Classic will start on Saturday October 12, followed by a week-long series of festivities, brand activations, shakeout rides, and the return of the greatest cycling after-party, the Gravel Rave. The Big Sugar Classic is the ultimate industry gathering to round out the cycling season.

The Life Time Little Sugar MTB presented by Mazda will kick off the week, with 100K, 50K, and 20K races through the best mountain bike trails in Northwest Arkansas. Each course starts in Bentonville and travels north to Bella Vista, traversing the hollers and ravines of the Little Sugar and Back 40 trails. Participants of the 100K race will be vying for a $65,000 prize purse presented by Life Time and OZ Trails, split between men and women.

Throughout the week, those headed to Bentonville to take part in the festival are invited to join in a variety of experiences, including:

• Team USA Parade and Celebration: On Monday, October 14, join in welcoming back the best of the best back to Bentonville after an outstanding year of accomplishments at the Paris 2024 Olympics and World Championships.
• The Rise Forum: On Wednesday, October 16 from 9 a.m. – 5 p.m., the Women of OZ, PeopleForBikes, and USA Cycling are teaming up for an all-day event focused on fundraising, empowering women leaders, education and awareness, and community building in the cycling and outdoor industries.
• Big Sugar Classic Expo: In Bentonville City Square on Thursday, October 17 and Friday, October 18, the Big Sugar Classic Expo will open to the public with product demos, swag opportunities, and food vendors.
• Shakeout Rides: On Friday, October 18, Ventum Racing is teaming up with Casey’s for a trick-or-treat shake-out ride, followed by a chance to win sweet treats. Kodiak Cakes and Untapped will also be hosting a ride alongside Keegan Swenson, Meg Fisher, and Alex Howes.
• OZ Kids Crit: Kids ages 2 -10 are invited to get in on the Big Sugar fun with races at The Momentary on Friday, October 18^th.
• The Gravel Rave: The week of celebration will conclude with the ultimate cycling after-party on Saturday, October 19. Attendees are encouraged to put on their best Gravel Glow attire to enjoy a night of music, food and fun!
• Outerbike Bentonville: Test ride all of the latest and greatest bikes and gear on the world-class trails of Bentonville on October 18-20.

Rounding out the week of events is the Life Time Big Sugar Gravel presented by Mazda taking place on Saturday, October 19. The race includes 25, 50 and 100-mile distances for those looking to challenge themselves to the gravel roads of the remote and rugged highlands through the Ozark Mountains.

The marquee 100-mile race also serves as the final event of the 2024 Life Time Grand Prix series. Spectators and fans are invited to watch as the elite riders finish the last of seven iconic races and winners are crowned at the Gravel Rave on Saturday evening. With a $300,000 prize purse up for grabs, it’s bound to be an epic finale.

In addition to The Big Sugar Classic, Life Time owns and produces nearly 30 athletic events in iconic locations across the country. For more information about Life Time Athletic Events, visit my.lifetime.life/athletic-events.html.

About Life Time
Life Time (NYSE: LTH) empowers people to live healthy, happy lives through its portfolio of more than 175 athletic country clubs across the United States and Canada. The health and wellness pioneer also delivers a range of healthy way of life programs and information via its complimentary Life Time Digital app. The Company’s healthy living, healthy aging, healthy entertainment communities and ecosystem serve people 90 days to 90+ years old and is supported by a team of more than 42,000 dedicated professionals. In addition to delivering the best programs and experiences through its clubs, Life Time owns and produces nearly 30 of the most iconic athletic events in the country.

Media Contact: Maddy Rivard | 651.955.7739 | mrivard@lt.life

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