Cyclists of all abilities are being invited to saddle up for a popular charity ride which celebrates Coventry’s proud cycling heritage and has raised more than £80,000 for local causes.
The Starley Sportive will return on Sunday, September 20, offering riders a choice of 28, 65 and 90-mile routes starting from Deeley Group’s headquarters at George House in Canley.
From first-time riders to experienced cyclists, participants will be able to choose a challenge suited to their ability, all while raising money for Zoe’s Place Baby Hospice Coventry, University Hospitals Coventry and Warwickshire Charity and Nuneaton BMX Club.
Organised by Deeley Group in partnership with Coventry Road Club, the event also recognises the contributions made to the cycling industry by Coventry-based inventors James Starley and his nephew John Kemp Starley.
James became known as the father of the bicycle industry, while John developed the Rover Safety Cycle in Coventry in 1885. Its two similarly sized wheels, chain drive and diamond-shaped frame established the basic design of the modern bicycle.
Since being founded by Coventry Road Club General Secretary Ian Court in 2013, the Starley Sportive has grown into a major annual fundraiser. Proceeds from the 2025 event, which raised close to £10,000, helped Nuneaton BMX Club purchase new bikes for its members, some of whom have diverse needs.
The club became a beneficiary of the Sportive for the first time last year after Deeley Group Joint Managing Director Eleanor Deeley visited and saw first-hand the community spirit and inclusive environment it provides.
Ian said: “Coventry has an incredible cycling heritage and the Starley Sportive gives people the opportunity to celebrate that history in the best possible way – by getting on their bikes.
“We always want the event to feel welcoming, whether somebody is taking part for the first time, stepping up to a greater distance or tackling the longest route in search of a serious challenge.
“What unites everyone is the opportunity to enjoy a fantastic day of cycling while supporting organisations that make an enormous difference within our communities.”
The 2026 Sportive will coincide with the 90th anniversary of Deeley Group, which was founded in Coventry in 1936 and has been a long-standing supporter and co-organiser of the event.
The three routes will take riders from Deeley Group’s headquarters at George House into the Warwickshire countryside before returning back to where they started.
Eleanor Deeley, Joint Managing Director at Deeley Group, said: “The Starley Sportive has become a much-loved event and we’re delighted it will return during a significant anniversary year for our company.
“The event brings together Coventry’s cycling heritage, physical activity and a tremendous sense of community while generating valuable funds for three very deserving local organisations.
“We hope cyclists from across Coventry, Warwickshire and the wider Midlands will join us in September and help make the 2026 Starley Sportive our most successful yet.”
To find out more, visit www.starleysportive.co.uk