You are here

Chamois Butt’r expands Consumer Activations at Key Gravel Events for 2022

Published March 11, 2022

BRAIN does not edit, endorse, or fact check these press releases. They are posted as a service to our readers and supporters. Contact us to submit a press release or if you find a posting objectionable.

Hallmark No Drop Shakeout Rides Welcome All Riders to Participate, while the Expansion of the Mt. Butt’r Experience Brings Bourbon, Bacon and Butt’r Tour on-course at select iconic events

Pleasant Valley, MO (March 11, 2022) –  Chamois Butt’r will kick off the 2022 Gravel Season at The Mid South, March 10-12, 2022. The brand will bring its popular No Drop Shakeout Ride and Bourbon, Bacon and Butt’r on-course experience to Stillwater, Oklahoma, before hitting the dirt at some of the most popular gravel events this season including Unbound Gravel, SBT GRVL, Gravel Worlds, Rebecca’s Private Idaho, and Big Sugar. 

The 2022 activations continue momentum gained from testing some of the aspects at races like Unbound Gravel and SBT GRVL last season. As these marquee U.S. gravel events continue to expand to appeal to hosting riders and families for more rich experiences outside of just race day, Chamois Butt’r is creating signature experiences that focus less on product, and more on building community with participants through unique experiences. 

“As a brand we’re intensely focused on making sure people are having fun out there on the bike,” said Kara Mathews, Chamois Butt’r marketing and partnerships. “We know that there are diverse challenges at these events; from riding in a group for the first time, all the way to the selected challenge of the terrain and distance. Just like our products, we want our brand to be a catalyst to improving every aspect of a rider’s experience. So if it’s giving a new rider the confidence to join a group ride for the first time or offering bacon at the top of a climb or an icy towel at the finish line—we want them to know that Chamois Butt’r is there celebrating them every step of the way.” 

The brand will also utilize these in-person activations to highlight advocacy partners that are working to make cycling more inclusive. Some partners include co-founder of All Bodies on Bikes, Marley Blonsky, who will serve as a ride leader at several events, as well as Molly Cameron’s RIDE Group. Chamois Butt’r will provide 100 RIDE group wristbands at each of the stops to support partner Molly Cameron’s efforts to amplify the awareness of the transgender and non-binary community in cycling on behalf of her organization, RIDE group. 

Riders who register for the shakeout rides will be entered to win a giveaway good for ONE free entry to the next year’s race at each stop. Participants will also enjoy coffee, donuts, and exclusive gravel tour merch like stickers and socks for the first 100 riders that show up. 

The brand’s Mt. Butt’r experience will be stationed at the top of a signature climb along each course and will include Bacon, Bourbon, and Butt’r and lots of stoke in the form of music, cowbells, and Butt’r love. The on-course oasis will vary from event to event but will offer the fuel to boost riders’ spirits and energy levels as well as a convenient no-touch Chamois Butt’r Original dispenser. 

“Before it was the cool and trendy place to ride, gravel was small and decidedly grassroots,” said Steve Mathews, Chamois Butt’r founder and president. “Now we don’t have the bandwidth to be at every event, but if we support fun events, it gives riders a place to play, have fun, and grow their relationship with their bike. It’s important that Gravel seems to be 98% about completion and 2% about competition. We as people, and as the industry, should be inviting every person, no matter who they are, to come have fun on bikes.  An open and welcoming invitation to people of all colors, shapes, sizes and genders to participate is a great thing!”

The Chamois Butt’r hosted No Drop Shakeout Ride ahead of each event serves to offer a welcoming entry to gravel for any rider, from seasoned veteran to the friend, family member or partner who may be interested but intimidated to sign up for a mass start event. Chamois Butt’r welcomes every rider and works to offer the most accessible group ride environment possible. Riders will preview sections of the course while meeting Chamois Butt’r ambassadors and fellow riders. These are social rides, and nobody will be left behind. 

The 2022 Chamois Butt’r Gravel Tour will include No Drop Shakeout Rides and Mt. Butt’r on-course experiences at the following events in 2022 (the Mt. Butt’r experience will be different at each event). More details for each ride can be found on the brand’s Eventbrite page. Each event will have its own registration page that acts as entry to giveaways at each stop. One winner will be selected at random to win entry to the next year’s race at the beginning of each group ride. 


About Chamois Butt’r®

Chamois Butt’r was developed in 1993 via collaboration between a physical therapist and avid cyclist Steve Mathews and an experienced and passionate group of pro cyclists, physicians, and chemists. In the years since its launch, Chamois Butt’r has evolved from an individual product into a full suite of offerings developed to suit the individual preferences of a wide range of athletes, disciplines, and conditions including anti-chafe cream and solid forms as well as skin and kit cleansers. The Chamois Butt’r line is featured on the shelves of most U.S. bicycle retailers and also distributed internationally. For more, please


Join the Conversation