Boost to Kenyan cycling culture as LOOP DFS, AMANI Project partner

LOOP Digital Financial Services (LOOP DFS), a subsidiary of NCBA Group has entered into a strategic partnership with AMANI Project,  a cycling super-team composed of the best riders from East Africa, aimed at fostering community engagement and promoting healthy lifestyles through a thrilling cycling series dubbed the LOOP Safari Race Series.

The Series also aims to showcase many of Kenya’s most picturesque landscapes, by organizing major cycling events around Mt. Kenya, Coast, Nairobi, Rift Valley and Western. Speaking during the partnership launch, LOOP DFS CEO, Eric Muriuki, noted that the collaboration signifies LOOP’s unwavering commitment to building lasting connections and interactions within the community.

“At LOOP DFS, we regard highly the social license to operate, that our community has bestowed upon us. Our business mission, to be the greatest catalyst for growth, draws inspiration from nature on how we fulfil this mission sustainably. With nature, everything is connected, and these connections when sustained synergistically provide the conditions necessary for growth. Water and water systems, play a critical role to this, with rivers especially being the thread that connects various ecosystems, from mountain ranges, through the plains and into the oceans, providing the sustenance necessary for renewal and growth.”

“Today, we set out to mobilise resources, raise awareness and attract the collaboration of other stakeholders, that wish to use this sport to drive the rehabilitation of our forest cover and conservation of rivers and wetlands, recognising the critical role they play to sustaining our planet.”

“Kenya, has had a proud sporting heritage, owing to the grit of our people and the unique geography that presents great opportunities for training and healthy lifestyles.

With our partners Amani, we are creating a new platform that shall establish this region as a destination for cycling enthusiasts, and catalyse the development of structures that will consistently nurture world-class athletes in this fresh and growing sport.”

The Safari Race Series will begin in 2023 and feature five major events across the season.

There will be categories for pros, amateurs, beginners, men, women, kids and black mamba riders alike.

Commenting on the partnership, Amani Project CEO (Mikel Delagrange) said, “We are thrilled to be working alongside LOOP DFS to bring the joy of cycling to Kenyan communities. Cycling is not just a sport, it’s a lifestyle that can positively impact physical and mental well-being. We look forward to introducing cycling to a wider audience and inspiring future champions.”

With the Safari Race Series, AMANI and LOOP aim to make cycling safe, accessible and enjoyable to thousands of Kenyans. But rather than the typical race scene where bikes compete with cars for space on the road – these will all be “gravel” races.

The cycling concept known as “Gravel” (Kokoto) has taken the world by storm namely because it gets cyclists off of congested streets where accidents can occur and onto less trafficked dirt roads and paths where one can experience a sense of natural wonder and adventure. It is easily the most popular form of cycling in the United States and quickly overtaking more traditional forms of cycling in Europe.

The partnership reflects LOOP’s dedication to investing in communities with the goal of creating sustainable and vibrant societies that drive positive change and growth for all.