Why SBT GRVL sells out every year - sometimes in minutes

SBT GRVL presented by Wahoo has sold out in each and every one of its iterations - sometimes in as little as 22 minutes - since its inception in 2019. This year's 2,750-person field is no different. I head to Steamboat Springs, Colorado to ride with SBT GRVL co-founder Amy Charity and director of marketing Ryan Steers to get their perspective on what makes their event so popular. You can get yourself a spot in the 2027 race by volunteering this year. https://www.sbtgrvl.com/ -- The Ride is supported in 2026 by: BikeTiresDirect: https://tinyurl.com/yc7vxujh (save 10% with code 'RIDEWITHBEN') Castelli clothing: https://www.castelli-cycling.com/US/en/ Perc coffee: https://tinyurl.com/fjr7nurr (save 15% with code 'ride15') POC helmets & sunglasses: https://poc.com/ Feedback Sports stands & tools: https://bit.ly/3S9Dq8r Saris racks: https://saris.com/collections/racks# (save 15% with code 'ben15') Silca maintenance: https://silca.cc/ Lezyne radar & lights: https://tinyurl.com/4z5e3e9u The Cyclist Lawyer: https://www.thecyclist-lawyer.com/ Shimano shoes: http://tinyurl.com/ye274tep -- Want to see what I'm testing and where? Follow me on Strava: https://www.strava.com/athletes/ben-delaney on Instagram: https://www.instagram.com/ben_delaney