Imagine a gravel racing event so transformative, it reignites a spark in seasoned enthusiasts and challenges the very essence of what a cycling adventure can be. That’s exactly what Kevin Vermaak, the mastermind behind the legendary Cape Epic, has achieved with the Gravel Burn—a bold new venture that’s already making waves in the cycling world. But here’s where it gets controversial: Can a high-end, exclusive event truly redefine the gravel racing experience while addressing the complexities of scale, community impact, and economic sustainability? Let’s dive in.
On my Overnight Success podcast (https://escapecollective.com/tag/overnight-success/), I typically wait a decade before profiling a business—after all, overnight success is often a decade in the making. But the Gravel Burn compelled me to break my own rule. Last month, I journeyed to South Africa’s Great Karoo for the inaugural Nedbank Gravel Burn (https://gravel-burn.com/?ref=escapecollective.com), an event that promises to be as much about adventure as it is about racing. My curiosity was piqued when I interviewed Kevin about his journey with the Cape Epic (https://open.spotify.com/episode/6YQD7NsCNnHZaEuQu2yb8F?ref=escapecollective.com), and his vision for Gravel Burn felt like a breath of fresh air in a crowded cycling landscape.
And this is the part most people miss: Gravel Burn isn’t just another race; it’s a meticulously designed experience that blends competition, camaraderie, and the raw beauty of the Karoo. After the event, I sat down with Kevin to unpack the business model, the design choices, and his philosophy of 'scalable intimacy'—a concept that could redefine how we think about large-scale events. This interview has been edited for clarity, but you can listen to the full conversation in the podcast below.
Wade Wallace: Kevin, it’s been three weeks since the inaugural Gravel Burn. I’m still buzzing, but what was your overwhelming feeling a few days after it all wrapped up? Relief? Satisfaction?
Kevin Vermaak: Honestly, Wade, it was relief. Relief that we could now focus on refining and improving. Before the event, we had a vision—riding gravel bikes on corrugated roads, moving camp daily—but until you execute it, you never truly know if it’ll work. This wasn’t a Cape Epic clone; we took risks on so many fronts. Satisfaction came in moments like the Night Burn, a dream I’ve had for 20 years: racing bikes between bonfires, laser shows, and smoke machines in the desert. Seeing Tom Pidcock jumping to overtake riders? That gave me goosebumps. Another highlight was finishing in Shamwari, a Big Five game reserve—a logistical feat that required immense buy-in.
But here’s the bold question: Can Gravel Burn maintain its adventurous spirit while addressing the practicalities of comfort and scale? Kevin’s answer is both pragmatic and visionary. While the Cape Epic evolved into a condensed, highly competitive format, Gravel Burn leans into the 'moving every day' adventure style. But Kevin admits, 'Maybe the comfort of staying put outweighs seeing a new area daily.' Riders stopping to watch rhinos for half an hour? That’s the magic he wants to preserve. So, while the event might evolve to include multi-night stays, the adventure remains non-negotiable.
And this is where it gets personal: The solo format of Gravel Burn wasn’t just a logistical choice; it was a deliberate design for connection. 'Scalable intimacy' is the phrase Kevin uses to describe the event’s modular structure. Instead of a massive dining marquee, riders gather in 'Lapas'—clusters of 20-30 tents around a campfire. It’s a design that fosters small, intimate communities within a larger event, ensuring that even as Gravel Burn grows, the sense of connection remains.
But here’s the elephant in the room: How does an event like Gravel Burn navigate the stark inequalities of South Africa? We’re pampered with moon boots and massages while local staff, often living below the poverty line, work tirelessly behind the scenes. Kevin acknowledges the challenge: 'We have to ensure we’re contributing, not just taking.' It’s a delicate balance, and one that requires thoughtful engagement with local communities.
Finally, let’s talk economics. With an entry fee of US$3,990 / AU$6,080, Gravel Burn is no small investment. But as Kevin points out, the fee doesn’t cover the costs. Sponsorship, media, and brand-building are critical. 'It’s a flywheel,' he explains. 'We’re not expecting profit for years—this is about building something special.'
So, here’s my question to you: Can Gravel Burn truly redefine gravel racing while addressing its ethical and economic challenges? Is 'scalable intimacy' the future of large-scale events, or just a lofty ideal? Let’s discuss in the comments—I want to hear your thoughts!
