Etape Caledonia returns for 2024 under new leadership team

The UK’s original closed road cycling event, Etape Caledonia, will take place in Highland Perthshire on Sunday 12 May 2024, with the popular sportive under new ownership.

Motiv Sports UK, owned by global diversified sport and media investment house, Y11 Sport & Media (Y11), will now operate the epic closed road sportive in the Scottish Highlands, which has been running since 2007. The endurance and performance events company has a significant portfolio of other mass participation events including Wizz Air Hackney Half, The London 10K, Oxford Half, Blenheim Palace Triathlon and London Duathlon.

Etape Caledonia has appointed Perthshire based sports events and fundraising professional Jo Dytch as Event Director this year. Jo has extensive experience working on world class events, including the 2023 UCI Cycling World Championships and the 2021 Rugby League World Cup, and was recently appointed in a voluntary capacity as Chair of Mountaineering Scotland. The event will once again be expecting 5,000 riders to arrive in the Highland town of Pitlochry to tackle challenging route options, take on winding roads, tree-lined avenues, lochs, mountains and everything in between. Participants will ride on closed roads through picturesque Highland Perthshire villages including Kinloch Rannoch, Coshieville, Fortingall, Dull, Weem, Strathtay, Logierait and Ballinluig.

Three route options will be available for cyclists: 40-miles, 55-miles and 85-miles, tailored for both experienced cyclists and for those looking to push their limits. Having run for almost twenty years, Etape Caledonia is a well-known sporting fixture in Highland Perthshire and over the years has attracted high profile names including gold medal holder and Olympian Eve Muirhead OBE, Chris Boardman, Graeme Obree, Mark Beaumont, James Cracknell, Rob Wainwright and film star, John Hannah.

Jo Dytch, Event Director, commented: “I first started working with Etape Caledonia in its inaugural year in 2007 and have been closely involved in various capacities throughout the years and I have loved seeing the event evolve. I’m delighted to be taking on the role of Event Director in my home county of Perthshire. Etape Caledonia is a very special cycling sportive which is unlike any other – with glorious views and spectacular scenery to enjoy. We are looking forward to seeing many familiar faces this year whilst welcoming many more new ones!”

James Davies-Yandle, Founder and CEO of Y11 Sport & Media said: “It’s hugely exciting for us to have taken over Etape Caledonia, and we are very proud to be able to continue its legacy going forward. We believe that this event has the potential to not only remain as a market leader, but continue to further grow in popularity and impact, offering participants and the community the many holistic benefits that taking part can offer.

“We are committed to providing participants with incredible and memorable experiences, while supporting and engaging with the local community in and around the event. Through Motiv Sports we have demonstrated our capabilities to deliver sustainable and successful heritage events across the globe and are excited about transitioning this event to our experienced and solid platform.”

Cyclists can now register now for Etape Caledonia 2024 at

For more information on this release please contact The Cunningly Good Group on 01738 658187.

The Cunningly Good Group is one of Scotland’s leading independent marketing agencies.

The Perth based multi-award winning marketing agency offers clients a strategic one stop shop, spanning the full marketing discipline, including marketing strategy, communications and public relations, graphic design and website development. The blended agency, founded by entrepreneur Tricia Fox in 2002, has worked with some of Scotland’s best known brands including The Enchanted Forest, Scone Palace and HMS Unicorn.

The Cunningly Good Group is one of only three other communications agencies in Scotland to have achieved the Communications Management Standard (CMS) accreditation, as awarded by the  industry’s professional body, the Public Relations and Communications Association (PRCA) for companies that demonstrate operational excellence.