Pure Destinations recently sponsored an associate, Robert Simpson, who was attempting to complete the Etape du Tour, which is more commonly recognised as the stage of the Tour du France that members of the public can ride. In 2009, this stage returned to the Mont Ventoux, not previously used by the tour since 2000.

This stage of the tour consists of a gruelling 167km ride that culminates in a 21km climb up Mont Ventoux. From looking at the gradient map he sent through with his request for sponsorship, the final 21km looked almost vertical!

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