Register now for the fifth Annual BWR North Carolina

The HELL OF THE EAST takes place October 3-4 at Wag Valley Farm (REEB Ranch) near Asheville, an incredible new venue nestled in the stunning Blue Ridge Mountains.

The HELL OF THE EAST takes place October 3-4 at Wag Valley Farm (REEB Ranch) near Asheville

Last year’s Hurricane Helene left her mark, and in true BWR fashion, we turned adversity into adventure. Enter Wag Valley Farm (REEB Ranch - that’s “beer” backwards, IYKYK) — a cycling mecca carved into the foothills of North Carolina’s Blue Ridge Mountains.

Once a working dairy farm, Wag Valley Farm has been transformed into a two-wheeled wonderland — think private trails, waterfalls, wide-open fields, and the kind of magic that’s already lured Red Bull’s Dreamline BMX event. The best riders on the planet have already left tire tracks here; now it’s your turn to write your own story on this sacred red clay.

Wag Valley Farm offers the perfect blend of rugged natural beauty and festival vibes. Expect an epic roll-out and return to a massive open layout, perfect for our Unroad expo activations, music, beer gardens, and waffles galore. There’s on-site camping — from cozy cabins to tents steps from the start line — so you can spend the whole weekend immersed in the BWR universe under the stars.

Wag Valley Farm offers the perfect blend of rugged natural beauty and festival vibes

Not a camper? No worries. Nearby Hendersonville and Brevard offer charming inns, boutique hotels, and mountain cabins, all ready to welcome your tired legs and big appetite for post-ride relaxation.

BWR are crafting a fresh course for 2025 that will be easier than previous years — yet a wild tapestry of rolling fields, forested climbs, fast-flowing descents, streams, and waterfall vistas. The perfect “Unroad” adventure cocktail that only BWR North Carolina can serve.

Created as an extremely challenging race in the spirit of the great European one-day Spring Classics, the BWR, with a Belgique theme, is an unusually difficult Unroad Race. The race will be probably run in hot and humid October conditions, further compounding the difficulty.

There are three distances on offer, the 2025 routes will be released in early September, but the 2024 courses are representative of the challenge riders will face:

- The longer Waffle route was 116 miles and over 11,000 feet of climbing and 16 unroad sectors, making it the most challenging of all BWR courses, earning it the title of “The Hell of the East”. It will feature 7 feed zones to keep athletes fuelled up. There are 3 Queen and King of Mountains segments, 3 Queen and King Dirt segments and 3 Queen and King Sprint segments up for grabs as well as the overall podium places for both men and women in a range of categories.

- The shorter Wafer Ride was 69 miles and packed in 7,400 feet of climbing and 12 unroad sectors and 5 feed zones.

- For those looking to get a taste of the fun without the life-changing training commitment, the 33 mile Wanna Ride contained 3,400 feet of climbing, 5 unroad sectors and 3 feed zones.

BWR are crafting a fresh course for 2025 that will be easier than previous years

You can expect well-marked and abundant traffic control personnel on the course, plus police and official vehicle escorts. Additionally, each location will be hosted by a legion of like-minded volunteers who come together to showcase the hospitality of the Asheville community. Throughout the ride, cyclists can find solace in the well-stocked aid stations every 20 miles.

This fifth annual BWR NC event will have a deep field of professional riders and an expansive list of hungry amateur riders drawn to the unique opportunity to race alongside their heroes. Last year USA’s Lauren De Crescenzo and New Zealand’s Josh Burnett both took victories in the elite category.

The BWR Unroad Expo promises to be the coolest cycling party and is open to the public. A variety of beers reflecting the incredible brewing crafts of New Belgium will be a featured attraction for this unique occasion. Attendees can peruse a wide range of offerings from event sponsors and over 40 vendors! Racers and event patrons will be treated to Belgian waffles and plenty of food options for attendees.

Events kick off Friday & Saturday with the BWR Expo, pre-rides, and a comprehensive rider briefing. Sunday, race day, starts bright and early at 5am with waffles and coffee to fuel the riders.

BWR events are also known for great SWAG, all participants receive the following:

- Neversecond musette swag bag loaded with essential BWR goodies
- Official Race Number and RFID Tag for your finishing time (aka bragging rights)
- BWR Bucks for gear from Mumu, Neversecond, Almsthre, and Qeja
- Wristband access to:

Pre-Race Waffles & Coffee
A Beer Ticket
Post-Race Waffles & Beverages
And if you finish, a Trophy Beer (it tastes better than any other beer, we swear)

- Fully marked course with traffic control

This fifth annual BWR NC event will have a deep field of professional riders and an expansive list of hungry amateur riders

Register Now to Secure a Place

BWR North Carolina limits entries to 1,500 participants.

BWR also offers a VIP Experience, including a VIP packet pick up, dinner, drinks, the exclusive course reveal, and co-mingling with pros, sponsors, and other cycling dignitaries.

Don’t miss your chance to ride in one of the most unique gravel events in the world!

Head over to the MUMU BWR COLLECTION for official kits and gear.

For more information please visit: https://belgianwaffleride.bike/pages/northcarolina or click the button below to register now: