From 400 cyclists to around 12 000, Annie Batchelder has grown the Amashova Durban Classic into one of the country’s top sporting events
A teacher by trade who realised her love for event organising through her work with various charities, Annie Batchelder says her strongest point is her ability to look for new opportunities and welcome change. Which is why after spending 10 years involved in her three children’s school lives, she signed up for a sport management course at Varsity College in 1996.
A year later when prominent sports manager Ray Thorn’s business came up for sale, Annie dived in, taking on several sporting events, primary of which was the Durban Classic cycle race from Pietermaritzburg to Durban.
“I had never cycled in my life, but I literally Googled ‘how to organise a cycle race’,” she laughs. “A manual from the British Cycling Federation popped up and that’s what I used. I was very proud when cycling’s governing body UCI (Union Cycliste Internationale) sent a delegation to Amashova in 2008 to check if we conformed to worldwide standards – and we came up 100% compliant.”
However, organising and growing what is now the oldest classic cycle race in South Africa has not always been an easy ride. For starters she had to fight the “bitter resistance” of traffic authorities who refused road closures and only allowed riders four hours to complete the 106km race.
“It was only after lots of negotiation and getting the endorsements of the cities of Pietermaritzburg and Durban that we were able to get total road closure – as is the case for the Comrades,” says Annie.
The race also had to deal with sponsors coming and going, which meant changing its name several times. Annie found the solution to this problem by creating an entirely new image in 1999.
“In spite of resistance from the cyclists, I wanted a name that encapsulated what the race is all about and its strong ties to the people and culture of KwaZulu-Natal.” She consulted widely, including with an isiZulu professor, for legitimacy and the name Amashovashova was decided on as it describes the push-push motion. “Being quite a mouthful, it evolved into Amashova and more recently is widely and fondly known as the Shova,” says Annie.
She also solved the sponsorship issue when Tsogo Sun came on board in 2014, a natural partner considering the race registration and finish was held at Suncoast for several years.
If there is one thing Annie has learnt along the way it is that communication with all the communities involved in the race is paramount.
“The heart of Amashova is its engagement with all stakeholders,” she says. “We meet every year with our cyclists to ask what they want and have made changes accordingly, including adding several new distances to the Amashova.” These include the 35km family fun ride, a 65km for those who want more of a challenge, and this year, the new 160km event. She hopes the new distance will attract international riders who compete in the Gran Fondo World Tour, with the Amashova being the last race in the series across 14 countries.
While the Durban Classic is taken very seriously on the national cycling circuit, Annie says its essence is its “friendliness and inclusion”. “For example, it was the first event to have entrants’ names instead of just a race number,” she says. “We wanted to personalise it for riders and spectators in the community spirit of Shova.”
Annie says without all the businesses, schools, hospitals, churches, charity groups and service organisations who engage with and help Amashova, she would never be able to make it happen every year.
“The core Shova team is myself, my daughter Angie and Melissa Felt, but there is a huge contingent of people who help us, including a fantastic team from city departments, Metro and the South African Police Service. Networking and developing relationships are crucial, considering the race now includes seven different jurisdictions, each with its own traffic authority and rules.”
They also work closely with KZN Tourism which is a no-brainer considering the race straddles two of the province’s cities and attracts around 60% of its entrants from outside KZN.
It also now allows mountain bike riders to participate, as well as corporate and charity group riders, with “riding for a cause” being the strongest growing section of the event.
From their side, the Amashova team has funded and promoted road safety programmes building three road safety bike parks in primary schools along the route and partnering with Pedal Power and the Department of Road Transport.
Annie also recently completed the Put Foot Rally, driving a distance of 12 800km through seven African countries in 23 days to donate school shoes to children in Zambia with funds raised through Amashova.
According to her friends and family she’s also an amazing cook renowned for her roast dinners, marmalade jam and chilli sauce. She loves entertaining people at her Ilala Ridge home and recently took up golf which she says she is thoroughly enjoying.\
The Amashova Durban Classic takes place on October 21, with registration and the lifestyle expo taking place at the Elangeni Hotel from October 18-20. The finish is at Suncoast. www.shova.co.za