With Chris Sutton and Michael Barry already lining up for the 17 June event, the pro squad will be heavily represented at the inaugural ride. It’s particularly interesting for Brailsford, given he grew up in the area.
"The terrain that the ride visits is stunning and very challenging, I can vouch for that having cut my cycling teeth on many of these roads!" he said. "I can certainly say that anybody taking part in the event will have a day and a ride to remember".
The Etape Eryri, which means Snowdonia in Welsh, features three routes: 103 miles (Etape Mawr), 76 miles (Etape Canol) and 47 miles (Etape Bach) to cater for different levels of rider. It starts and finishes in Caernarfon, in the shadow of Mount Snowdon, and promises to be a challenging and picturesque ride with beautiful views of Wales' tallest peak.
Ticket prices range from £27 for the short Etape Bach to £35 for the Etape Mawr. For more information and to book tickets, visit www.alwaysaimhighevents.com.