Born in the mountains and raised on the road, Haute Route began in 2010 with its founding event - The Haute Route Alps. Today, the brand is driven by a passion for soaring heights and personal feats, offering 3, 5 and 7-day cycling events in iconic destinations. The brand’s objective is to deliver an unparalleled 'professional' experience for amateur cyclists. This means not only delivering first class hospitality and event management, but all the key ingredients that make up the culture and experience of professional road racing. The IRONMAN Group acquired the premier multi-day cycling event series Haute Route® in 2021. With the acquisition of the brand and series, the world’s largest operator of mass participation sports events adds six new cycling events to its portfolio of iconic brands and events that includes triathlon, road running, mountain biking, trail running and road cycling.