Elixirr partners with Nedbank Gravel Burn to transform digital cycling experience

Strategic collaboration aims to build scalable platform that elevates rider and fan engagement through data-driven innovation

Digital transformation consultancy Elixirr has announced a strategic partnership with Nedbank Gravel Burn, South Africa's premier gravel stage racing event, to develop a comprehensive digital platform that will redefine the cycling experience for participants and fans globally.

Elixirr is a global digital transformation consultancy specializing in building seamless digital platforms and delivering data-driven experiences across various industries. The company focuses on creating purposeful design solutions that enhance customer engagement and operational efficiency, having established a strong presence in the sports sector through recent partnerships with British Cycling and the Tour of Britain.

This latest collaboration brings together Elixirr's digital expertise with Nedbank Gravel Burn, South Africa's flagship gravel cycling event that sets the gold standard in gravel stage racing. The event was founded by Kevin Vermaak, a graduate electronic engineer who spent eight years as an IT solutions architect before transitioning to the cycling industry. Vermaak's technical background proved instrumental when he founded the globally acclaimed Cape Epic in 2004, now recognized as the world's premier mountain bike stage race.

Building on this foundation of technical expertise and cycling industry knowledge, the partnership positions Elixirr as the Official Digital Transformation Partner for Nedbank Gravel Burn. Together, they will develop a robust, scalable platform designed to enhance the rider and fan experience throughout the entire event lifecycle, addressing Vermaak's vision of integrating digital technology into the event's core DNA from inception.

"Even before we had a route, digital was always going to be integral to the DNA of Nedbank Gravel Burn," said Vermaak. "We want to create a platform that not only scales, but meaningfully enhances how participants and fans experience the race – from their first interaction to post-event engagement."

The comprehensive digital solution will serve as an intuitive hub for riders, supporters, and stakeholders, fundamentally streamlining the event experience. Key capabilities include enhanced registration processes, improved communication systems, personalized content delivery, integrated rider photography and video services, and optimized event logistics management. All functionality will be supported by a robust data-driven infrastructure designed to provide actionable insights and personalized experiences throughout the racing ecosystem.

Stephen Newton, Founder and CEO of Elixirr, emphasized how this partnership extends beyond traditional event management. "We are thrilled to partner with Nedbank Gravel Burn and support Kevin and his team's bold vision. This is more than a seven-day gravel race, it's the foundation of a global gravel-cycling brand. With our expertise in building seamless digital platforms and delivering immersive, data-driven experiences, we're excited to help redefine how riders and fans engage with the sport."

The collaboration represents a significant advancement in sports event digital transformation, positioning both companies at the forefront of cycling industry innovation while building on Elixirr's growing portfolio in sports technology. Newton added that the partnership reflects both organizations' commitment to purposeful design and rider-first thinking, with the ultimate goal of creating a scalable model that could influence digital engagement standards across the global cycling community.

"Together, we aim to set a new benchmark for digital interaction in cycling, with technology and innovation at the core," Newton concluded. The enhanced platform is expected to launch in conjunction with upcoming Nedbank Gravel Burn events, with continuous development planned to expand functionality and reach throughout the international cycling community.