The Sufferfest: Ride cycling's grand tours from inside a Shropshire studio
Cyclists can ride the Tour de France, Giro d'Italia or UCI World Championship from the comfort of a business park on the edge of a county town - all in the warm and dry.
Instructor Andy Hackney has signed a deal to offer cutting edge cycle training technology in Ludlow which means serious cyclists do not have to get freezing fingers and soggy behinds to keep up with their training.
Andy runs Revolution Indoor Cycling Studio, based on Ludlow's Eco Park, which started as dedicated studio for "spinning" fitness classes.
He has now added Sufferfest technology endorsed by Union Cycliste Internationale, the world governing body for cycling, which uses video screens, synchronised soundtracks and tailored workouts to mimic the feel of famous races.
The technology has proved popular with the more serious competitive cyclist and Andy says it gives keen amateurs a taste of the cut and thrust of events like the Tour.
He said it meant Ludlow was now on-board with cycle training technology used in 70 different countries. There are currently 21 videos with new ones added every couple of months, designed for everyone from groups just wanting to exercise to competitive cyclists and triathletes.
He said it was an "immersive" experience, giving the feeling of riding with the worlds best cyclists, complete with story-lines and guidance to offer "the drama, excitement and adrenaline of world-class bike racing."
He said: "We're thrilled to join The Sufferfest.
"We realise by bringing this to south Shropshire we can now offer a complete winter training package for cyclists who despite dark nights and bad weather can still maintain a good level of fitness ready for the racing season.
"Riders will have fun, burn calories and realize fantastic fitness gains."
