The Cows Media Release


10 Aug 2023

Embargo: None

Written by: Nick Tatham

Pointer continues Tour de la Vache for CHOC

Johannesburg - Following an idea generated nearly ten years ago, Jeremy Pointer continues to raise awareness for the CHOC Childhood Cancer Foundation of South Africa through his annual Tour de la Vache.

As an avid follower of the Tour de France and a keen cyclist himself, Pointer decided to try and emulate the riders of the Tour and use that as a way to raise awareness for the Cows.

"I've never set any particular distance or climbing to achieve, but just simply to spend some time on a bike every day (and because the professionals go out on "rest" days, I would too). I usually try to mix up the rides, some indoor, some MTB, some road, some commutes," Pointer said.

"Early on I added the Cow onesie to the challenge. I've occasionally asked the social media audience if I should change this, but overwhelmingly the response has always been to keep it, so every year as TDF comes around I now do my own little Le Tour de la Vache (The tour of the cow).

"Every day I don the onesie and whether it be indoors or outdoors, off I go!"

Getting on a bicycle wasn't something that Pointer took to as a young person, but it was something that he discovered later in life and helped turn his life around.

"Apart from childhood cycling and a brief stint of solo riding as an adult in the 1990s, I was never a cyclist. In 2008, when applying for an insurance policy while weighing close to 130kg, and not able to get a good blood pressure reading, I realised that I was heading for serious medical issues if I didn't change my lifestyle.

"So in 2009 I bought myself an entry-level MTB and an indoor trainer (basic resistance) and started pedalling, slowly at first, then adventuring outside for short rides which became gradually longer. My current goal is to get in about 200km a week – I am actually exceeding that most of the time – and the occasional often solo long ride."

Pointer's commitment to the cause was tested this year due to a few devastating circumstances, however Pointer continued in his efforts which shows his dedication to helping CHOC.

"This year was memorable for a number of challenging reasons: On the seventh day of the Tour my stepfather passed away, and then on the seventh last day my father had heart surgery with complications and he has not woken up.

"Despite these difficulties, I kept up the challenge. This has never been about me or what I could achieve, but rather about raising awareness around the work of CHOC and for the children and families that benefit from the work they do.

"Difficulties just encourage me more, as I am reminded that what the children and their families go through is far more difficult than sweating a little, or the little bit of physical suffering I endure," he added.

It was a good effort from Pointer as he broke down the numbers of his 2023 Tour de la Vache.

"In total this year I managed to squeeze in 695km with 7401m of ascent in just over 26 hours of riding. This might not be a lot for many people out there, but fitting in work, hospital visits, other responsibilities, and working around the load shedding this year, meant that I barely stopped being busy in one way or the other, so I will take that," he mentioned proudly.

More information about The Cows 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 the CHOC Childhood Cancer Foundation of South Africa. Cordi van Niekerk was one of the founder members and joined Kerrin and Grant Bain in cycling the 947 Cycle Challenge in memory of their 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 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 raised well over R30 million 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


Photo Caption Photographer Click to download the hi-res pic

 The Cows Logo - JPeg


Johannesburg resident Jeremy Pointer completed his annual Tour de la Vache as he raises money for CHOC and The Cows by riding on every day that the professionals take on the Tour de France. Supplied/
Gameplan Media

For Johannesburg resident Jeremy Pointer, his Tour de la Vache has become an important annual event for him as he continues to play an important part in rising awareness for The Cows as well as CHOC. Supplied/
Gameplan Media

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