Ashmei promotes to customers by getting them riding 531 miles in a month

British performance sportswear brand Ashmei runs its Challenge 31 events twice a year. The next event will be staged throughout March. The aim is to incentivise customers to get out and do more, and once the challenge has been completed they are gifted with a 31 percent discount code.

The challenges are to ride five miles every day in March, or in a nod to the iconic Reynolds 531 tubing, to ride 531 miles within the month. (Runners and triathletes can run a mile per day or run 131 miles over the month.

Riders join the Ashmei Cycle Club on Strava platform then grab a free ticket on the Eventbrite page to complete the process. At the end of the challenge, having logged all miles via the app – whether it be out on the road and trails or on indoor trainers such as Zwift – participants will be sent a code to redeem.