Maria Admella

Sports Event Management

Master’s Degree in Sports Management

Activity 9:
Beyond Epic

1. Describe the business model of ABSA Cape Epic using the Business Model
Canvas.

The Absa Cape Epic is a premier mountain bike stage race held annually in South Africa.
Renowned as one of the most challenging and prestigious events of its kind, the race
attracts elite professional cyclists, passionate amateurs, and adventurers from around the
world.

Spanning eight days, participants tackle gruelling terrain and varied landscapes as they
traverse a carefully curated route through the Western Cape region. Riders compete in
teams of two a route full of mountain trails, technical descents, and challenging climbs, all
while experiencing the breathtaking natural beauty of South Africa's countryside.

It was founded in 2004 by Kevin Vermaak, and since then the Absa Cape Epic has grown
into a global phenomenon, drawing attention not only for its athletic competition but also
for its camaraderie, sense of adventure, and spirit of exploration. Beyond the competition
itself, the event serves as a platform for promoting health and tness, fostering community
engagement, and supporting local charities and initiatives.

With its combination of physical endurance, technical skill, and strategic teamwork, the
Absa Cape Epic offers participants a unique and unforgettable experience, pushing the
boundaries of human achievement while celebrating the thrill of outdoor adventure and the
spirit of mountain biking. Find the Business Model Canvas for the event below:
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 BUSINESS MODEL CANVAS Company: ABSA Cape Epic By: Maria Admella

• Event sponsors (ABSA, Aramex, • Event planning and organisation • Unique experience in the world • Pre-event engagement through • Professional and amateur
NTT Data, Exxaro, Toyota Land • Route selection and preparation for all participants (two team marketing and promotion cyclists (men, women, mixed,
Cruiser) • Marketing and promotion bike race of 8 stages, to be • Customer support during masters, great grand masters,
• Local governments and • Participant registration and nisher both have to complete registration and preparation and amateurs)
municipalities support all stages within maximum 2’ of • On-site support during the event • Cycling enthusiasts
• Suppliers (equipment providers, • Logistics management di erence) • Post-event communication and • Companies seeking corporate
food vendors) (transportation, accommodation, • Challenge and adventure follow-up team-building activities
• Non-pro t organisations supporter packages, • Opportunity for networking and
(charities supported by the photographers…) camaraderie
event: Anna Foundation, • Promotion of health and tness
CANSA, IRONMAN • Support for local communities
foundation…) and charities
• Visibility of Cape Town as a
tourist destination

• Event management team • Online platforms (website, social

• Volunteers media)
• Physical infrastructure (race • Traditional media (TV, radio,
route, event venues, camping newspapers)
zone) • Cycling and sports-related
• Financial resources events and expos
• Technology infrastructure • Worth of mouth and referrals
(website, registration platform,
email database, registration
analytics…)

• Event organisation and management costs • Number of participants

• Route preparation and maintenance • Sponsorship revenue
• Marketing and promotion expenses • Media exposure and coverage
• Sta salaries and volunteer expenses • Participant satisfaction and feedback
• Insurance and permits • Impact on local communities and charities
• Technology and infrastructure costs
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 Maria Admella
Sports Event Management
Master’s Degree in Sports Management

2. What would you suggest to Kevin Vermaak in terms of further evolution of this
event?

Even if ABSA Cape Epic is the world’s most considered mountain biking event, there is
always something to improve in order to make it better. In this case I have an advantage
and it is that I have done the master’s internship in The IRONMAN Group, in which Epic
Series belong to. Thus, I have had the opportunity to work with the marketing and
operations team of some Epic races around Europe. Although my job was not related to
ABSA Cape Epic, I have been in touch with some direct organisers and participants.

This way, expanding the reach is something hard to achieve because it already has lots of
participants from all over the world. However, they could try to organise satellite events in
different regions or countries with the goal to cater to a broader audience of cyclists
globally. In addition to that, if they introduce new categories or formats to appeal to a wider
range of participants, they might receive even more riders. And here I am thinking of
shorter distance races for kids (so participants can travel with the whole family and they
could all have a great biking experience), relay races, or different types of terrain
challenges to accommodate varying skill levels and preferences.

Another topic to mention and that really concerns the organisers is the fact of having the
possibility to live the tracks from the screen. Maybe if riders could see how the entire route
is in a “real” sense ( rst person videos with a GoPro on the helmet doing the track), they
would join the race easily. There are some marketing campaigns that show partially the
route, but since it is different every year, that could help to increase participants
engagement.

Finally, there is also another topic that should be rethought and it is the fact of tracking
each rider experience on-site. Riders have a chip that geolocates them on the route map,
but the team is discussing the possibility to give each rider a live camera to record their
performance so it can be seen in a streaming way by the family, the supporters, the fans…
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 Maria Admella
Sports Event Management
Master’s Degree in Sports Management

This way, they could see all the time where riders are and how are they performing. Again,
all these improving measures mean a huge amount of money that have to be considered
before making a decision.