Challenging rides. Inspiring landscapes. Luxurious living.


Etape Suisse was established by Robert Simpson and Stephen Fryer in 2013. Both passionate amateur road cyclists, they saw Etape Suisse as a response to the growing mediocrity in the UK sportive scene. They spotted a niche for a luxury cycling event where riders of varying competencies, including their friends and families, could enjoy challenging rides in the inspiring surroundings of the Swiss Alps – fueling their passion with fine dining and relaxing post-ride in the comfort of the best hotels.

Now in its third year, and with the first Davos event a resounding success, Etape Suisse is moving ahead with a fully developed membership programme providing fantastic benefits for members though a tax efficient EIS investment scheme.

Etape Suisse partners with the Laureus Foundation, an organisation that uses sport to benefit children across the world by funding community projects and helping individuals achieve real change in their lives.

How iT works

The way Etape Suisse is financed is every bit as unique as its events.

The business is funded by a group of like minded individuals to develop inspiring cycling experiences with altruism in mind. A one-off investment under an EIS scheme (limited to £5,000 per person) attracts tax relief at 30% for UK taxpayers together with other tax benefits under the EIS scheme.

Etape Suisse is committed to reinvesting its profits to further develop its range of inspirational cycling experiences.

Sara Tye

Sara is an award winning, top 500 international PR, business and organisational development expert and serial entrepreneur. She is the founder and managing director of redheadPR, managing director of Gingernut Creative and CEO of Etape Suisse. Sara also has a multimillion-pound property portfolio in and outside London.

Steve Diederich

Steve has extensive experience in developing, marketing and organising extreme sporting events. A passionate and accomplished sportsman in his own right, his background in business leadership, turnaround and growth in the travel and leisure industry brings great benefits to Etape Suisse.

Stephen Fryer

Steve is a fanatical cyclist and experienced businessman having worked for over 30 years generating exceptional returns in major US and Japanese corporations. Steve is currently pursuing his passion for sports coaching, business and life though an MSc at Henley Business School and is dedicated to establishing Etape Suisse as the number one cycling members club.

Robert Simpson

Robert Simpson is an entrepreneur who holds non-executive directorships and shareholdings across a diverse business portfolio.

He is the founder of the cycling events company, Etape Suisse, and the owner of Swiss Chalet Resort, a luxury chalet destination in the heart of the Swiss Alps.

Robert also has business interests in the property, climate control and creative sectors, where he works with Candlelight Property, Jet Environmental and Gingernut Creative.

Robert founded Etape Suisse in 2013. Addressing mediocrity in the UK sportive scene, he spotted a niche for luxury cycling events in which riders and their friends and families can enjoy challenging rides in inspiring surroundings. Etape Suisse’s packages provide fine dining and accommodation in high quality hotels.


Back to Top