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Belgian Waffle Ride lays some rubber with IRC

Belgian Waffle Ride

The organizers of the Canyon Belgian Waffle Ride (BWR) have named IRC Tire (Inoue Rubber Company) the official tyre partner of the popular Ardennes Classic-style ride in Northern San Diego County.

The BWR is considered a challenging ride – for cyclists and tyres. The rolling route over mixed terrain changes annually, but it’s typically similar to last year’s 140-mile ride, which included 41 miles on dirt and 13,000 feet of elevation gain. The 2018 BWR is scheduled for 15 April.

As part of its partnership with BWR, IRC will also sponsor the King of the Dirt competition, which is awarded to the rider with the fastest cumulated time on three distinctive dirt sections of the ride.

“We are truly excited to partner with IRC Tire for the seventh edition of the Canyon Belgian Waffle Ride,” said Michael Marckx, BWR creator. “To survive the unique, challenging and diabolical BWR course, there is no more important feature on our bikes than the tyres we roll on. The wrong tyres can spell disaster, but the right tyres can ensure a smooth, successful, even joyous experience, and that’s why we have partnered with IRC Tire.”

Of the many tyre choices available, IRC is highlighting two tyres as its choice for the event. The Formula Pro 700c x 28 Light tubeless is aimed at road frames with limited tyre clearance. The lightweight tyre combines tubeless puncture resistance with a wider tread and cross-sectional shape. For frames with additional tyre clearance the SeracCX Sand 700c x 32 tubeless is for loose gravel as well as road surfaces. This tyre features an oversize diamond-file tread pattern and a wider tread. Both offer low rolling resistance and durability, essential for 140-plus miles of mixed surface riding and 13,000-plus feet of climbing and can be purchased via the BWR website store.

“We wanted to be part of the BWR because we’ve identified the gravel market as one of the most progressive and exciting segments in the tyre business,” said Steve Driscoll, Managing Director of LiFT creative studios, IRC’s creative and interactive agency of record. “It’s an area where the riders are interested in what tyres everyone else is running, what pressures they’re using, whether or not they’re using tube or tubeless. Tyres are a big part of gravel riding and we wanted to be part of that,” he added.




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