This fall brought the announcement of Ironman's transfer of Haute Route events in France to a new entity, France Vélo Evènements (FVE), with Marius Louvet assuming the role of its deputy director and, consequently, the new director of Haute Route in France.

Formerly the marketing director at the French Cycling Federation, Louvet has roots in Beaune, Burgundy, and connections to the Jura. He competed in cycling at the elite level until the age of 21, both on the road and with the Look MTB team. Then he shifted his focus from high-level cycling competition to studies. Louvet discusses the vision and future of Haute Route in France in an exclusive conversation with CycloWorld.

What is the philosophy of FVE?

“The new company, France Vélo Evènements, founded early this year, has two shareholders, the French cycling federation and HOPSCOTCH. The French cycling federation specializes in training cyclists and high-level competition. Thus, it organizes more than 100 cycling competitions every year, in all disciplines, track, road and field, for all age categories, up to national championships. But until now, the federation has not been close to that other, large audience of amateur cyclists who ride gran fondos."

"The federation therefore wants to organize events to address this - to them - new audience. It wants to put a new arrow on its bow and also target amateur cyclists who do not cycle competitions at the elite level, but rather gran fondos. HOPSCOTCH on the other side, specializes in sports communications, public relations and marketing. The intent of FVE is to combine the best of these two organizations: cycling organization and communication and together organize and develop events that target a large audience of cycling enthusiasts. Thus, at the end of October 2023, FVE organized, in just 100 days, its first event, Gravel Fever, in Châtellerault, with more than 1000 participants, 20% of whom were women. It was a successful test for FVE and the organization of Gravel Fever in 2024 is already confirmed.”

Why did you decide to take over the Haute Route event in France?

“Ironman wanted to refocus on triathlon and quit Haute Route. Because Haute Route fits perfectly into the philosophy of FVE, the decision was quickly made to initially take over the events in France. In 2024 we will start organizing the two traditional Haute Route events, the Pyrenees and the Alps.”

What will remain and what will change for the Haute Route in 2024?

“What remains is the character of the event. It will remain a unique and challenging event in which the participants live entirely on the rhythm of cycling for a week, but also remain in solidarity and friendship. I have already heard from a number of alumni participants that the Haute Route 'can change a person's life' and we want to continue to have that impact. We also know that half of the participants are alumni with high expectations, and we must continue to meet those expectations. So, the format and philosophy of the Haute Route remains unchanged. Jean-François Alcan will remain course director and the much-appreciated speaker, Fergus Grant, will also remain. Fergus is the inspiration of the event from start to finish. He is there early in the morning to encourage all the participants, and he is also there at the finish every time to welcome them, usually on a mountain top! He also handles the briefings and prize ceremonies.”

“So a lot remains, also logistically. Thus, for example, the logo, race bag service, massages, meals, ceremonies and finisher medal remain. There is no need to change anything that is working well. There will be new merchandising, though, and a new shirt, of course. Also, the hotels will again be managed directly by the Haute Route itself.”

Do you plan to develop the HR concept further? Also outside of France?

“First of all, we are going to try to successfully organize the two main events of the Haute Route, Pyrenees and Alps, in 2024. After that, we will see what the future brings in terms of possible other Haute Route events. We know that the Dolomites, Mont Ventoux and Alpe d'Huez were also very appreciated events. Anything is possible but nothing is planned at this time. First things first!”

'“In the future and maybe in 2024 we might try to let the participants live some kind of exceptional experience before and during the event, something you can't buy with money, for example a visit to a famous place, a big cycling event or a meeting with a famous cyclist."

Can you say anything yet about the course of the Haute Route Pyrenees and Alps in 2024?

“The dates are fixed. The Haute Route Pyrenees will take place from July 1 to 5, 2024 and will include 5 regular stages. The Haute Route Alps will take place from Aug. 25 to Aug. 31 and include 7 stages, including one time trial. As usual, each stage will include some mythical cols, and the time trial will also be on a famous col.”

“The elevation will again be quite a challenge with more than 14,000 meters of elevation in the Pyrenees and more than 20,000 meters of elevation in the Alps. Registrations open today. The precise course of both events will be announced on December 11th. The number of entries is limited to 500 in the Pyrenees and 550 in the Alps. We want to keep the event reasonably small and exclusive, and do not have the ambition to have 1,000 participants.”

A last bit of advice from Marius: “I would say train in advance, and see you at the start line of these unique multi-day gran fondos.”