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George Longstaff, 58, was captaining one of his own tandem trikes, with his wife, Bev, acting as stoker.
His funeral is expected to be held on either Thursday or Friday. Full details will be posted here.
Steel-meister George Longstaff of Newcastle under Lyme - the internationally-recognised maker of trikes, tandems and other custom-builds - collapsed on a Longstaff owner's ride yesterday. He died before he got to hospital.
