There is something revealing about where a brand chooses to place its support. Not only at the top of the sport, where the cameras already are, but in the races that play out every weekend across Britain – on exposed roads in Lincolnshire, through the folds of the Derbyshire lanes, on finishing straights in towns and market centres where the crowds may be smaller, but the effort is no less real.
That matters in domestic racing, because this is still a scene built as much on commitment as on money: on organisers and volunteers, on riders fitting training around work, study and family life, and on the people willing to invest in it anyway.
To this end, we are pleased to welcome 4Endurance as a supporting partner of The British Continental for the 2026 season.
4Endurance backs the DAS-Hutchinson team, winners at the Women’s CiCLE Classic on Sunday. Image: Milan Josy/The British Continental
4Endurance is a Slovenian endurance nutrition brand, part of VG Group, the company behind the 4Endurance, Nduranz and 4Energy product ranges. Described by the company as the fastest-growing endurance nutrition brand, and providing the best value in Europe, it has established a growing presence not only in the professional peloton but in the British domestic scene too.
4Endurance has been used by teams including NSN, Tudor and Modern Adventure, and also supported the Slovenian national team at the 2025 UCI Road World Championships in Kigali.
Closer to home, it backs Stolen Goat 4Endurance Race Team, DAS–Hutchinson, Smurfit Westrock Cycling Team, Aerologic RT and GTR – Return to Life, a spread that reflects a genuine commitment to the riders and teams who give the domestic calendar its shape.
Smurfit Westrock at team camp. Image: Full Beans Ahead
For us, that makes this a natural fit. The British Continental exists to give domestic road racing the attention, seriousness and presence it deserves: to report from the roadside, to tell the stories properly, and to ensure that what happens in this sport is not simply raced, but seen and remembered.
Support like this helps make that possible.
The partnership will run throughout the 2026 season, with 4Endurance appearing as a supporting partner alongside title sponsor Rapha. Readers will also be able to use code TBC10 for 10% off across the 4Endurance, Nduranz and 4Energy ranges.
We look forward to working with 4Endurance through the season ahead.
There is something revealing about where a brand chooses to place its support. Not only at the top of the sport, where the cameras already are, but in the races that play out every weekend across Britain – on exposed roads in Lincolnshire, through the folds of the Derbyshire lanes, on finishing straights in towns and market centres where the crowds may be smaller, but the effort is no less real.
That matters in domestic racing, because this is still a scene built as much on commitment as on money: on organisers and volunteers, on riders fitting training around work, study and family life, and on the people willing to invest in it anyway.
To this end, we are pleased to welcome 4Endurance as a supporting partner of The British Continental for the 2026 season.
4Endurance is a Slovenian endurance nutrition brand, part of VG Group, the company behind the 4Endurance, Nduranz and 4Energy product ranges. Described by the company as the fastest-growing endurance nutrition brand, and providing the best value in Europe, it has established a growing presence not only in the professional peloton but in the British domestic scene too.
4Endurance has been used by teams including NSN, Tudor and Modern Adventure, and also supported the Slovenian national team at the 2025 UCI Road World Championships in Kigali.
Closer to home, it backs Stolen Goat 4Endurance Race Team, DAS–Hutchinson, Smurfit Westrock Cycling Team, Aerologic RT and GTR – Return to Life, a spread that reflects a genuine commitment to the riders and teams who give the domestic calendar its shape.
For us, that makes this a natural fit. The British Continental exists to give domestic road racing the attention, seriousness and presence it deserves: to report from the roadside, to tell the stories properly, and to ensure that what happens in this sport is not simply raced, but seen and remembered.
Support like this helps make that possible.
The partnership will run throughout the 2026 season, with 4Endurance appearing as a supporting partner alongside title sponsor Rapha. Readers will also be able to use code TBC10 for 10% off across the 4Endurance, Nduranz and 4Energy ranges.
We look forward to working with 4Endurance through the season ahead.
Use code TBC10 at 4Endurance.co.uk for 10% off your order.
Featured image: Mark James
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