The Mission

The ADA aims to be the global leader, trusted source, preferred partner, and a connected community united to prevent and cure diabetes while improving the lives of all people affected by it. They wanted to elevate their fundraising events to be meaningful experiences that inspire participants to deepen their engagement and support.

Each Tour de Cure event includes a range of ride options to accommodate all skill levels, including a:

• Family Fun Ride
• Half Metric Century Ride
• Metric Century Ride
• Century Ride at select locations

The Challenge

When ADA first came to us, they were primarily looking for support in two big areas: leveling up safety on their Tour de Cure rides and overall improvement in their event production. With so many cyclists out on courses across multiple routes and markets, they needed a partner who could help tighten operations, especially when it came to route marking and design, and day-of-event safety logistics.

Since we already have many, many years of experience producing runs, walks, and rides, it was a natural fit. ADA felt we could help take their ride series to the next level, both in terms of participant experience and operational safety and consistency across markets.

We serve as a full-service logistics partner and touch almost every piece of planning and production. The services we provide include:

• Designing sites and routes
• Managing vendors and infrastructure (tents, portable toilets, audio/visual, other rentals, etc.)
• Coordinating safety logistics, including SAG (support and gear), route marshal, and emergency response plans
• Marking 80–150 miles of routes per event (3–4 routes per market)
• Tracking first and last riders and supporting them on course
• Handling permitting across multiple jurisdictions and venues
• Working with route volunteers (HAM operators, route marshals, flaggers) to maximize visibility and communication on the course, improving rider safety and response times
• Support rest stop operations by managing infrastructure, supplies, and on-the-fly needs alongside volunteers on event day
• Working with local ADA staff for months in advance to prep, problem-solve, and refine the on-site and route experience
• Thought partners, helping identify opportunities to refine, innovate, and strengthen the event experience across the series

The Results

We kicked off the Tour de Cure® season in Arizona in February 2025 and brought it to 10 different cities over the course of the year. Our Event 360 and team360 staff seamlessly put all the pieces together to bring the event to life.

Putting on these events takes a village, and we’re proud to be their one-stop shop for getting these complex events safely from planning to execution.  

“Most amazing route marking I have ever seen, ever, and I’ve been riding for 50 years!”
—A rider and route marshal for the New England Tour de Cure

Fundraising for the Tour de Cure helps the ADA increase awareness, provide vital programs, fund lifesaving research, and work toward a cure. 

“You do such a nice job walking the staff through what will happen, answering questions, speaking to a partnership, explaining what will happen, how we collaborate, and how you can help the team. You really make them feel like they are in the driver’s seat under your leadership. Thank you for being you and for all you do to support ADA.”
—Megan Gavin, former VP of Community Initiatives at ADA