Why We Don’t Sell Bike Event Tickets in December (And Why That’s a Good Thing)

Ah, December—a time for festive cheer, frantic shopping, and… scrambling to buy tickets for cycling events before they sell out. Many organisers follow this tradition, but at All Terre, I believe there’s a better way. Which is why tickets for the Bristol Rally won’t go on sale until February.

Timing matters
December is already one of the busiest months of the year. Between holiday spending, end-of-year bills, and planning for January’s financial “hangover,” people are stretched thin. Asking riders to commit to an event right now can feel stressful rather than exciting. Beyond the finances, there’s also the mental load: social commitments, work deadlines, and family obligations all compete for attention. Giving riders more time to plan respects their wallets and their wellbeing.

Planning and logistics take time
Attending a bike event isn’t just about buying a ticket. It means arranging travel, time off, gear, and sometimes childcare. This is especially true for women, parents, and people with less disposable time or income. Selling tickets in December can unintentionally exclude people who need more time to organise their participation.

Building accessibility and diversity from the start
Making tickets accessible isn’t just about price, it’s about timing and giving people the headspace to join in. Early year ticket sales allow events to reflect the full spectrum of riders, not just those who can buy immediately. It’s a simple way to make events more welcoming and inclusive. It also means organisers from trying to “fix” diversity issues after the fact.

Positive examples in action
Some events have already structured ticket sales to widen participation. Sisters in the Wild’s Summer Gathering, for example, offers concessions and waves of tickets to make participation easier.

For the Bristol Rally, we release tickets after the festive season, and after January payday, to give riders a chance to recover financially. We also reserve 50% of tickets for FLINTA riders to encourage a more balanced event. Both measures worked brilliantly in 2024 and 2025, and will be happening again in 2026.

Why this matters
Waiting until after the holiday rush isn’t just about money or logistics. It’s about community.

It creates space for a wider, more diverse group of riders to join in, and ensures everyone can start the year feeling included, prepared, and excited. After all, isn’t that what cycling is really about: fun, adventure, and community for everyone?

So put Monday 2nd February in your diaries, because that’s when tickets for the Bristol Rally 2026 will go on sale!