From Dirty Reiver to Dalby Grit: 15 Years of Gravel Events Growth with Focal Events

This piece first appeared in the March edition of BikeBiz magazine – not subscribed? Get a free subscription.

by Rebecca Bland

If you’ve ever swapped your MTB for a curly bar alternative, or even dipped your toes into the world of fire roads and gravel from the road world, you’ve probably come across a Focal Events ride. 

From the world-famous Panaracer Dirty Reiver to a brand-new race for this year, Dalby Grit, the team have been putting on gravel events for over 15 years. And 2025 is set to be their biggest year yet.

BikeBiz spoke to co-directors of Focal Events, Neil Atkinson and Bryan Singleton, to understand how their company has flourished in difficult times, and why gravel events seem to be growing in popularity in the UK.

In 2024, the team added a two-day event, Gravel Rocks, to the options. This year, sticking to the North Yorkshire location, they’ll add a new race to the mix – taking place in Dalby Forest. Now they can add more events to the calendar because of an increase in rider numbers – something they’ve seen continuously over the last decade.

“We’ve definitely seen an increase over the past 10 years with the Dirty Reiver, and year on year, we’re getting more people riding,” commented Singleton. “We’re also seeing numbers picking up in our other events. And overall, we’re seeing more events being put on around the country.”

Rider engagement is key to the success of these events, but so is maintaining a good relationship with sponsors and landowners. For instance, last year, Scott sponsored the Frontier 300 event, a gravel-inspired coast-to-coast route. And this year, they’re getting involved in Gravel Rocks. 

“Once people see the events and go, they don’t go away. They stay with us as sponsors, which is amazing. I know there are some companies out there that are slightly struggling, but for us, we’ve got a good network of trusted brands. And again, it’s that personal relationship we get with them,” Atkinson explained.

That personal relationship is also key to securing permission from landowners and organisations like Forestry England to host the events in the first place. Atkinson works with Duncombe Park in Helmsley as part of Gravel Rocks, and said the team there are “so, so supportive.”

“They just want us there,” he continued. “The rangers that look after all the pheasants and everything, they actually come out and assist us with the riders going through the gates, opening them for us and shutting them afterwards. And you go through some beautiful, beautiful places that you can’t get to normally.”

Singleton deals with the Forestry side of things, which is key to the success of the Dirty Reiver in Kielder Forest. 

“Forestry England has undergone quite a few changes over the last few years, and I’m sure you’ll have read quite a lot of headlines about it. But I would have to say that we are working very closely with the people who oversee the forest areas where we have events. 

“And, working very closely with them just means that the relationship is quite a bit smoother. And that means that working hand in hand, we can put on really good quality events. And perhaps we don’t have quite the same take on it that some other people do. But it’s all positive regarding what we’re working with.” 

When it comes to off-road events like those from Focal Events, they can host different logistical challenges and intricacies that other types of events don’t have. For example, although there isn’t as much interaction with the public or councils, etc., it does bring other challenges. 

“The terrain, for example. You’re on something loose, that’s unpredictable, and then you’ve got to throw into the mix considerations about remoteness. For some of our events, especially Frontier 300, you can be quite a long way from anywhere if anything did go wrong,” Singleton explained.

Another area to consider is the level of expertise required from staff and volunteers working at these often remote events. 

“The people that we work closely with, whether that’s the First Aiders, photographers, freelancers, etc., they need to be comfortable in that environment,” added Atkinson. 

“You can’t just stick somebody out there with a flag or whatever it may be. Our photographers and videographers are all mountain-qualified. They can look after themselves in a remote environment, and the key people that we work with on a regular basis, they’re all outdoor first aid trained. 

“Not saying that there isn’t that in road or mountain biking, but if you’re on a long journey, it definitely helps with that information.”

As the gravel market continues to expand, the team at Focal Events believe it’s because people are recognising the value of cycling – and off-road riding – and the benefits of green spaces on people’s health and overall wellbeing. 

“When you look at gravel, it’s quite a broad genre,” suggested Singleton. “It goes from people doing long-distance bikepacking trips or going out with the family or friends, and through to that real developing race scene that we have now.”

“And when we look at our events, from Just Gravel, which is an introduction gravel event, all the way through to whether it’s the Dirty Reiver, the Frontier 300 or Dalby Grit, the race, we’ve got a really wide breadth of coverage across them all,” added Atkinson. 

“And to see that growth across them all, I think, gives a really good indication of where the gravel scene is at.”

If anyone would like to get in touch with Focal Events regarding sponsorship, contact the team on contact@focal.events.