Sara Tye, the award-winning top 500 international PR and business and organisational development expert, has been appointed CEO of Etape Suisse, the organiser and promoter of luxury cycling sportives in Switzerland.
The appointment follows a successful first year for Etape Suisse, which Tye will now lead to the next stage of its development and beyond.
Etape Suisse provides inspirational cycling tours and high level networking opportunities in Switzerland while raising funds for charities such as Laureus Sports for Good Foundation.
A business and communications expert with over 30 years’ experience, Sara has been voted Green PR of London by the Evening Standard and was a finalist in the first Cosmopolitan Women of the Year Awards in 1999. She helps develop businesses, individuals and organisations through networking, publicity, online strategies and proven business development techniques. She has six years of management training and qualifications.
Sara said: “I am thrilled to become the CEO of Etape Suisse. It’s a unique business with a proposition like no other. The cycling, the hospitality, the locations and the accommodation are all out of this world. I can’t wait to get started on this venture. What made it even easier to accept this role is that I’m a keen cyclist myself. I’ve competed in triathlons across the country and I’m currently training for my first Ironman 70.3, so I’m combining my passion for training with my passion for my work.”
The company was founded as a response to growing mediocrity in the UK sportive scene. Satisfying demand for challenging cycling events in inspiring surroundings, its packages include fine dining and luxury accommodation in high quality hotels.
Professional cyclists and celebrities also support Etape Suisse. Attendees have the chance to cycle with riders such as Cadel Evans, former Australian professional racing cyclist and winner of the 2011 Tour de France, Michael Vaughan OBE, retired cricketer, captain of England’s 2005 Ashes winning team, and Rochelle Gilmore, racing cyclist and Commonwealth Games champion.
Etape Suisse raises funds for the Laureus Sports for Good Foundation. Laureus uses sport to benefit children across the world by funding community projects and helping individuals achieve real change in their lives. Etape Suisse’s 2014 Davos event raised over £25,000 for the charity.
Etape Suisse’s corporate sportive in Gstaad in June 2016 comprises of cycling and networking. The trip in 2016 is in aid of the Laureus Sports for Good Foundation, which aims to raise over £1million for the charity.
Etape Suisse is hosting its second festival of cycling and fine dining in Davos in the Swiss Alps from 10-13 September 2015.
In the UK, the company is hosting the Chiltern Cycling Festival at Buckinghamshire’s Penn House Estate on Sunday 12 July 2015 and the Velo Classique at Chenies Manor, also in Buckinghamshire, on Monday 31 August 2015. Both events comprise day-long rides with the choice of three routes - 100 miles, 100km and 30 miles.
Sara spent three years managing the personal PR internationally for The Body Shop’s eminent founder, the late Dame Anita Roddick. She took them online, making the retailer one of the world’s first to establish a global internet presence.
The Make Your Mark for a Tenner campaign, which Sara helped develop, was commended as one of the CIPR’s best sustainable PR programmes. Sara was also responsible for the Impact on Society section of The European Foundation of Quality Management Model and Award, which Yellow Pages won in 1999.
Sara is the founder and managing director of redheadPR, a team of smart, passionate people who identify PR and marketing opportunities and deliver for ambitious brands, individuals and organisations. Clients of redheadPR include innovative businesses in sectors including gardening, heating, ventilating and air conditioning, food and drink, travel, property and business services.
Sara is also Managing Director of Gingernut Creative, a Birmingham-based creative agency. Gingernut Creative helps organisations inspire diverse audiences through its expertise in research, strategy, design, branding, digital and video. Gingernut Creative has a diverse client list, with a particularly strong presence in the health care sector where clients include, Pfizer, the NHS and several local authorities across the UK. The company also has clients in the education, technology and leisure sectors.