The Cows Media Release


18 Oct 2017

Embargo: None

Written by: Dave Macleod

100 Miles of Nowhere once again makes telling contribution to CHOC

Westville – The 2017 South African edition of the fabled 100 Miles of Nowhere static training bike ride was completed by a passionate band of The Cows cycling enthusiasts recently, raising R40 000 for CHOC Childhood Cancer Foundation.

With a jam-packed calendar and a number of logistical challenges presenting themselves, there was chatter in the herd of The Cows about cancelling the 2017, 100 Miles of Nowhere, but the Westville Cadence Cycling Performance Centre decided to make their studio available so the KZN Herd could host a “limited edition” version of the event, by tackling the task en masse.

The key change was simplifying the event to allow each bike to be ridden by a team of participants, normally a in relay teams of four.

Cadence manager and head coach Matt Wickham gave the countdown to the 1pm start, kicking off what would be a five to six hour riding day for most teams covering the 150 kilometres.

There were ten second power sprints for spot prizes for men and ladies, as well as prizes for the first team and, the first mixed team over the line, and the last team over the half-way mark, ensuring that everyone was a winner on the day.

The wide variety of teams taking part added to the fun, from serious cycle club teams from Kings Park Cycle Club and Westville Cycle Club, to corporate entries from local businesses Steel&Pipes Africa and Shell Blair Atholl, to junior teams, a team of The Cows, and mixed rider teams.

“It was great to feel the common aim of everyone taking part. There was a personal challenge to contribute to covering the 100 miles, but most of all everyone was there to raise money for the Cows so that we can make a difference in children’s lives,” said event organiser Rose Owen.

“And even if it wasn’t your team, everyone was a cheering each other on, and in some cases, jumping in and helping a struggling team by peddling a few minutes or kilometres to help get those bikes over the line. There is just something about seeing that 160km number on the bike and knowing you did it!” she added.

“An event like this is not easy and we found that out this year – but Westville Cadence Cycling Performance Centre made sure we still had a chance to make a difference,” she concluded.

More information can be found at

About The Cows
The Cows were started in 2008 by a group of eight enthusiastic cyclists keen to make a difference and raise funds for CHOC. Cordi van Niekerk was one of the founder members and joined Kerrin and Grant Bain in cycling the 94.7 Cycle Challenge in memory of their little daughter, Jessica, who had recently died from cancer at just 20 months old.

As CHOC had played a significant role in the Bain family's life in the last few weeks of Jessica’s life, specifically with palliative care and emotional support, the decision was to make CHOC the beneficiary of their quest. They decided to don cow suits and succeeded in raising R230 000.

In 2009, the herd gained momentum and grew to an incredible 140 energetic cows. Just two years later the herd numbered a staggering 350 cows all riding for a purpose. Armed with the ‘Love Living Life’ slogan and a healthy dose of enthusiasm, the herd has enjoyed much success and acclaim.

Ten later, hundreds of people have participated in events wearing cow suits. The Cows have just broken through the R29 million mark of funds raised for specific projects implemented by CHOC and The Cows brand is prominent in many sporting events in South Africa. With these funds, CHOC is able to make a difference to the children being treated for cancer throughout South Africa.

One herd; one quest: to make a difference to children with cancer. Love Living Life!

More information can be found at


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Westville Cadence manager and head coach Matt Wickham (in cow suit) encourages all the participants at the 2017 edition of the 100 Miles of Nowhere recently. Supplied/
Gameplan Media

From left: Lynne Macrae, Matthew Wickham, Isabel Moolman all giving their all at the 2017 edition of the 100 Miles of Nowhere recently. Supplied/
Gameplan Media

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