Ribble Cycles joins the stream of brands, organizations, and teams participating in Zwift, offering consumers and fans the opportunity to get closer to the brand. Starting tomorrow, Friday, April 10, a nine-week "training program" will be offered to users of the popular indoor cycling platform.

Every Friday at 18:00 BST for the next nine weeks, riders will be invited to ride, train, and compete alongside Ribble Cycles and the staff of the Ribble Weldtite Pro Cycling team, a UK-based continental team.

Each ride will vary in distance, but with different leaders and on different courses, from a single 16.5km lap of the Tempus Fugit led by Dan Biggum to a 75km endurance session with three laps of the 25km Watopia Waste Band.

The rides are separated by bands to allow groups to ride together, but there is also healthy competition as sprint and race points are scattered throughout each course. Upon joining a ride, the rider's in-game avatar is automatically assigned a specific Ribble kit and a Ribble Endurance SL.

The series will culminate in a race up Alpe Du Zwift on Zwift's "Road to sky" course.

The cycling landscape we have become accustomed to - Ribble Cycles has been in business since 1897 - has become almost unrecognizable in a matter of months, and Ribble Cycles, which launched its new bikes this week, is trying to offer riders focus in uncertain times

"The times are changing.

"Times change and we have to change with them," said Andy Smallwood, CEO of Ribble Cycles, "Ribble's brand and range of products is commuters, fitness riders and world champion athletes. "Zwift and the new Ribble Spring Series will give all riders, including myself and the Ribble Weldtite Pro Cycling Team, the ability to comply with current government advice, while mixing in a little friendly competition, event-specific fitness and continue to improve and prepare for the rest of the racing season and cycling challenges.

Riders are invited to participate in selected rides via this link (opens in new tab)