Pebble Travel Investors acquires Cycling for Softies

Pebble Travel Investors has announced the acquisition of Cycling for Softies – a firm specialising in gourmet cycling holidays in France.

This latest acquisition will join cycling and walking holidays brand, BSpoke, which was launched in December 2014, offering curated cycle and walking holidays to 15 European destinations, all on routes personally selected by ex-Olympic cyclist Stephen Bent.

Craig Burton, lead Investor for Pebble Travel and managing director of sister company Ski Solutions said: “For 34 years the Cycling for Softies brand has been synonymous with great customer service, attention to detail and authentic cycling experiences in rural France. With Founder, Susi Madrons’ retirement, we are privileged to have the opportunity to take this well-established business to the next level. It is a great fit for the BSpoke client base, and complements perfectly our established cycling and walking programme.

“Next summer, across the two brands, we will offer 26 different cycling and walking holidays across France, Italy, Croatia, Slovenia, Austria, Germany and Portugal.”

An integral part of the growth strategy for both brands will be through engagement with the trade, and a new Head of Activities will be joining the business in early November to oversee partnerships with travel agents.