The Trowbridge Chamber is delighted to welcome apetito | Wiltshire Farm Foods as the lead sponsor of the inaugural Tour de Trowbridge 2026 cycling event, which takes place on Sunday 31st May.
This exciting new community sporting event will bring together cyclists of all ages and abilities from across Wiltshire, Somerset and beyond. There will be four professionally managed routes, ranging from 5 miles to 79 miles through the scenic Wiltshire countryside, starting and finishing in Trowbridge Town Park.
All event profits will be donated to Wiltshire & Bath Air Ambulance, St. John Ambulance Wiltshire and the Mayor of Trowbridge’s Charity Appeal.
Lee Sheppard, Director of Corporate Affairs, Policy and Sustainability at apetito said: “As the largest private sector employer in Trowbridge, with a history in the town going back to 1928, we are delighted to be supporting the fantastic new Tour de Trowbridge event for Wiltshire.
“We are committed to enhancing the health and wellbeing of our customers, colleagues and the wider community and this event provides a brilliant opportunity to champion an active lifestyle, bring people together and strengthen community spirit.
“We look forward to seeing many members of our apetito | Wiltshire Farm Foods team getting involved in the Tour de Trowbridge and are proud to play a key role in supporting the event’s success.”
The Tour de Trowbridge is presented by the Trowbridge Chamber in partnership with Trowbridge Town Council and Iconic Cycling Events, which organises cycle rides for towns and cities across the UK, including Oxford, Chester, Canterbury and Bath. The Iconic team will oversee marshalling, rider safety, route planning and logistics to deliver a memorable, high-quality experience for cyclists of all experience levels.
The routes have been designed to appeal to both experienced and entry-level cyclists. The 79-mile Grand Tour offers a demanding ride for experienced cyclists; the 46-miles Wiltshire Ridge Ride a scenic intermediate-level route; the 25-mile Community Loop is suitable for most cycling abilities, and the shorter 5-mile route will appeal to families and less experienced cyclists.
There will be several ‘feed stations’ along the routes for riders to pick up a snack and refill water bottles, and all entrants will receive a Tour de Trowbridge medal on their return.
The routes will follow a staggered start schedule, designed to create a unified finish and vibrant atmosphere in Trowbridge Town Park on their return.
Other businesses supporting the Tour de Trowbridge include Cereal Partners UK, which has sponsored the event’s Sustainability category and Wiltshire College & University Centre, which has sponsored the Feed Stations.
Cereal Partners’ Operations & Start Up Lead Arkadiusz Ciechomski said: “Cereal Partners UK, a manufacturer strongly rooted in the Trowbridge community, is proud to sponsor this year’s Tour de Trowbridge, supporting an event that promotes community wellbeing, active lifestyles, and sustainable transport.
“As the home of Shreddies®, Shredded Wheat®, Cheerios® and many well‑loved cereals, our focus on nutrition and healthy living aligns closely with the spirit of the event. Cycling has long been encouraged within our CPW Staverton team, with many regulars who cycle to work throughout the year and colleagues who enjoy road cycling and mountain biking as a hobby.
“We’re excited to contribute to making this first edition a success and are looking forward to cheering on all those taking part.”
Businesses of all sizes are invited to support the event and promotional opportunities include sponsoring the individual cycle routes, event first aid and the Family Fun Zone in the park.
The sponsorship pack can be downloaded here or for further details, email cycle@trowbridgechamber.com.
Carey Tesler, Chair of the Trowbridge Chamber said: “We are delighted to welcome apetito as lead sponsor of the 2026 Tour de Trowbridge, and Cereal Partners UK and Wiltshire College and University Centre as category sponsors. This fun community event will bring together local businesses and the wider community and will help to promote our County Town of Trowbridge as a great place to live and do business.”
To take part in the Tour de Trowbridge, event registration is now live at www.iconiccyclingevents.co.uk/tourdetrowbridge.
MEDIA COVERAGE – The event has attracted excellent media coverage so far, with interviews planned with BBC Wiltshire, Radio Bath, West Wilts Radio and others in the next few weeks. Publications include: