Nedbank Gravel Burn appoints Elixirr as digital transformation partner
Set to make its debut from 26 October to 1 November 2025, Nedbank Gravel Burn has named management consulting firm Elixirr as its official digital transformation partner.
Nedbank Gravel Burn is a new full-service gravel cycling stage race traversing the stunning and rugged landscapes of South Africa. Over seven days, riders will cover approximately 800 km, including about 11,000 meters of climbing across diverse terrain – from the lush coastal forests near Knysna to the arid expanses of the Great Karoo and ultimately finishing at the renowned Shamwari Private Game Reserve.
The event was officially named the Nedbank Gravel Burn following a landmark five-year title sponsorship by Nedbank. The race boasts a groundbreaking $150,000 prize purse, the largest single-event prize in gravel racing history.
The brainchild behind the race is Kevin Vermaak, who in 2004 founded the globally acclaimed Cape Epic, known as the world’s premium mountain bike stage race.
Digital work with Elixirr
Working together with Elixirr, a UK-headquartered consulting firm with offices in Cape Town and Johannesburg, the Nedbank Gravel Burn team will build a robust, scalable platform designed to elevate the rider and fan experience before, during and after the race.
The platform will serve riders, supporters, and stakeholders – streamlining processes like registration, communication, content delivery, personalised rider photography and video integration, and event logistics, all with a data-driven backbone.
“Even before we had a route, digital was always going to be integral to the DNA of Nedbank Gravel Burn,” said Vermaak. “We want to create a platform that not only scales, but meaningfully enhances how participants and fans experience the race – from their first interaction to post-event engagement.”
Commenting on the project, Stephen Newton, Founder and CEO of Elixirr, said: “We are thrilled to partner with Nedbank Gravel Burn and support Kevin and his team’s bold vision. This is more than a seven-day gravel race, it’s the foundation of a global gravel-cycling brand. With our expertise in building seamless digital platforms and delivering immersive, data-driven experiences, we’re excited to help redefine how riders and fans engage with the sport.”
For Elixirr, the deal adds to its growing list of projects in the sports landscape. The firm recently also signed partnerships with British Cycling and the Tour of Britain.
