WORLD FAMOUS IN NZ
How a Kiwi couple grew the Whaka100 from side hustle to global event
Words
Hannah Powell
After quitting their day jobs more than a decade ago, one Rotorua couple’s passion for mountain biking has paid off, culminating in a global event that’s taking the world by storm.
Tim and Belinda Farmer acquired the Whaka100 Mountain Bike Marathon in 2013, an event which, from humble beginnings, has since evolved into the largest mass-participation mountain biking marathon event in the Southern Hemisphere.
This year, more than 3000 mountain bikers from across the globe have signed up to race Rotorua’s world-class trails. Set to get underway at Whakarewarewa Forest on Friday October 25, this year’s event features an impressive line-up of international and New Zealand athletes, including Scottish mountain bike pro Katy Winton, and Christchurch athlete Ben Oliver.
“Since the first race in 2007, participant numbers have increased by 2000 per cent. Word has caught on, so much so that we’re now attracting world-leading athletes from across the globe,” says Tim.
Tim and Belinda bought Nduro Events, which owns Whaka100, on a whim in 2013.
Belinda a school teacher, and Tim a police officer, had just moved from Auckland to Rotorua for a change of scene.
“It was as though the stars just aligned,” Tim begins.
“We’d just come back from the 24-hour Solo Mountain Bike World Championship in Australia. At that stage we’d run some races up in Auckland, some small club events and stuff like that, but nothing this big.
“Belinda was pregnant, so she was looking for a home-based job, and I thought the business could be a great little side hustle. We decided to throw caution to the wind.”
At the time, there were only 180 registered riders.
“We took a gamble and decided to take it on, and then it just went crazy.”
Just over a decade later, the Whaka100 is a “bucket list” event for mountain bike riders all over the globe. It’s for everyone, from elite athletes to weekend warriors, and even kids who are just beginning their mountain bike journey.
“Every year it gets easier, because we’ve surrounded ourselves with good people and a strong team,” Belinda says.
“Yeah, gone are the days of marking the course at 4am,” Tim laughs.
“When we first started our event, we had one volunteer. Now we have a workforce of 55 people on race days, and hundreds of volunteers,” Belinda says.
Belinda and Tim agree there’s no better place than Rotorua for mountain biking events.
“It’s the mountain biking capital of New Zealand,” Tim says. “The quality of trail, the quality of ride, the proximity of the destination … the forest and the accommodation are only minutes apart. You don’t get that in many places globally.”
Last year, more than 3000 participants entered the Whaka100, resulting in an estimated
$4.5 million economic boost to the local economy and more than 8000 bed nights.
“I think the destination is one component, and the level of detail and quality of the event delivery is another. With a race like the Whaka100, we bring all three to the table for the ultimate world-class festival experience,” Tim says.
The Whaka100 features seven sub-events of different distances, from the 5km kids’ fun ride, to the 10km, 25km, 50km, 100km and 172km races. The Whaka Eliminator is another tightly fought category, featuring tight, twisting turns and numerous obstacles along the way. In response to surging demand, there are also separate e-bike categories.
“My biggest heartwarming moment with the Whaka100 is being at the finish line when
people finish,” Tim says. “There are so many reasons why people are doing stuff, and no two reasons are the same. To share that moment with somebody is special, but it’s even better knowing you helped create that moment for them.”
“This event is the one place where it doesn’t matter what you ride, you can bike alongside top athletes and complete beginners.“
Belinda Farmer
Hosting top athletes like Sammie Maxwell to famous faces like Sir Ashley Bloomfield, the Whaka100 is a place for belonging – whatever age, stage, or career.
“You don’t need to be an elite mountain biker to do it. This event is the one place where it doesn’t matter what you ride, you can bike alongside top athletes and complete beginners. It’s where everyone can congregate and share the same passion.”
Gearing up for their tenth event this year, Belinda and Tim reflect back on the last decade.
“To see the evolution of riders, where it used to be the mums or the dads, then it became the kids, to where the kids have become elite athletes – Sammie Maxwell was just a kid when she started winning with us. Now, she’s an Olympian and a World Champion.
“It’s amazing to think we have created opportunities for people to become professional athletes,” says Tim.
“You can go on a journey with this event,” Belinda says. “You could do the 10km as an intro, the 25km the next, then each year you can step up to the next level. You can go on that Whaka journey, then once you’re finished, come back as a volunteer – we have plenty of people who do that!”
For more information, head to the Whaka100 website.