Paris-Roubaix: A Challenge, a Cause, and an Unexpected Discovery
The unforgiving cobbles helped him realise something was wrong - the intense vibrations exposed issues in his neck that might have otherwise gone unnoticed.
We are thrilled to announce that we have chosen SHIFT Active Media as our lead communications and industry engagement for The Route, our flagship women’s cycling event.
Starting with the second edition of The Route in July 2025, SHIFT Active Media will leverage their deep cycling marketing expertise and industry network to drive awareness, encourage participation, and support fundraising efforts. SHIFT Active Media PR team will manage ongoing media relations and storytelling to raise the profile of the event, increase engagement, and maximise sign-ups.
SHIFT Active Media will work closely with cycling and broader national and regional media to showcase this unique women-only cycling challenge, where amateur female cyclists will tackle every stage of the Tour de France Femmes Avec Zwift one day ahead of the professional race. SHIFT Active Media campaign will focus on communicating the impact of The Route, boosting its visibility, and enhancing its fundraising potential for The ATICUS Network – a world-first paediatric transplant trials initiative.
James McLaughlin, CEO of Cure Leukaemia, said: “We’re delighted to be partnering with SHIFT Active Media as we look to build on the success of The Route’s first event in 2024. SHIFT’s reputation and expertise in cycling media and PR make them the perfect partner to help us elevate the event’s profile, engage even more riders, and ultimately drive greater fundraising for Cure Leukaemia and our new, pioneering ATICUS Network.”
Wayne Brown, our CEO at SHIFT Active Media, said: “We rarely get the chance to bring our cycling expertise to a cause that transcends the world of bikes. In partnering with Cure Leukaemia, we have the opportunity to not only promote the sport we love but also shine a light on a heroic challenge – The Route – that raises funds for vital, life-saving research. We’re committed to helping Cure Leukaemia maximise its impact by leveraging our global network to grow awareness, inspire participation, and make a real difference.”
Donate by visiting The Route 2025 JustGiving Page
Find out more about The Route
