Sweat Your Brand, Son

Sweat Your Brand, Son


Good ol’ Sir Richard Branson is not shy of getting involved in dare-devil stunts and feats of endurance, and the latest to be added to his long list is taking part in this year’s Pick ‘n Pay Cape Argus Cycle Tour.

Go big or go home

The 110km race is one of the world’s largest cycling challenges, and is set to take place on 10 March. The race is also no stranger to high profile celebrities and sports personalities taking part, but Branson will be the first notable entrepreneur to give it a bash.

Dave Bellairs, Race Director for the Cape Argus says that having the Chairman of the Virgin Active Group was a slam dunk. “We’ve received confirmation from Virgin Active that Sir Richard Branson will participate in the 2013 edition of the race. It’s very exciting. We’ve had famous movie stars, sports people and now a businessman.”

Living your brand

So, if Sir Richard Branson is prepared to hop on a bicycle to promote the Virgin Active brand and live the lifestyle of bringing positive change to people’s lives through exercise, what are you doing to draw publicity to your brand?

Tracy Lee Nicol
Tracy-Lee Nicol is an experienced business writer and magazine editor. She was awarded a Masters degree with distinction from Rhodes university in 2010, and in the time since has honed her business acumen and writing skills profiling some of South Africa's most successful entrepreneurs, CEOs, franchisees and franchisors.Find her on Google+.