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2025 ROUTE PREVIEW

Going back to the foundation of The Tour is important and a reminder of the challenges ahead - whether it be The Tour or a loved one, we all struggle, and navigating this route will be an extension of our collective mental and physical strength.

The “original” Fireflies West route is equal parts gorgeous and challenging. The route has evolved over many years, taking on different aspects of what CA has to offer. This year's route will be seven days rather than the typical 6. Some of the most iconic CA coastline will be traveled, with stops in Santa Cruz, Big Sur, Solvang and possibly a new surprise (or two) along the way. An extra day doing the thing you love!

This multi-day tour will also be entirely doable as long as you take it seriously, properly train for it, and ride with your fellow Fireflies in groups. You will be riding +600 miles and climbing +30,000 feet over 7 days.

If you want to go fast, go alone. If you want to go far, go with The Fireflies!

TIMING details:

10/03/25 - Fly into San Francisco, CA. (before noon is advised)

We need all riders to be available for a 3pm check-in for a safety/security briefing and dinner to follow.

10/04/25 - Depart San Francisco, CA

10/10/25 - Arrive Los Angeles, CA

10/11/25 - Fly out of Los Angeles, CA (for those who don’t live in SoCal)

If you are one of the lucky few to be chosen for a saddle, you will be committing to:

  • Raising at least $4,000 for City of Hope cancer research

  • Paying the $2,500 rider fee**, which covers lodging, a jersey, shared meals, and tour support costs.

  • Devoting the required amount of time from now until the tour to train and to learn proper etiquette, especially how to ride in a group.

  • Showing up with the right attitude and respecting the tour volunteers and tour veterans whom you’ll meet and ride with over the next 6 months.

* We have a small number of grants available for riders who are selected for saddles but need help paying the fee.

** Rider fee is non-refundable.

 
 
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Dear Prospective Firefly:

Thank you for your interest in joining the 2025 Tour. Having ridden 8 tours (West, Europe, Patagonia), I can tell you that participating in a Fireflies Tour will change your life. Since I started riding with the group in 2010, I have not worn another jersey other than ours. Its a symbol. A badge of honor. A lifeline. The tours have been one of the most meaningful, worthwhile, and fulfilling endeavors in my life. I wish you the same feeling after experiencing it.

This multi-day cycling tour is a challenging group activity, AND by signing up, you are pledging to bring:

  • A healthy respect for the challenge that lies ahead

  • A willingness to learn the rules, skills and etiquette that will keep you and your fellow tour riders safe

  • A commitment to consistently train to obtain the level of fitness required to enjoy and finish each day's ride

  • Massive amounts of smiles and copious amounts of hugs.

You must eagerly show up with the right attitude - respecting the tour volunteers and tour veterans whom you’ll meet and ride with. In turn, we will teach you what you need to know between now and the ride. It may seem daunting, but together, we will make it accomplishable.

If you are one of the precious few to be chosen, your primary objective will be to raise money to help find a cure for cancer. You will also have the opportunity, through challenging yourself, to show the ones you're riding for that you stand with them through the suffering they endure. We are all affected one way or another by cancer. Whether you are in the middle of a battle with someone close or a few degrees removed, they ALL can use and need our help at some point. This is one way to pay it forward and bring the fight deep into your heart and community.

Sign up, you'll see what I mean! If you have ANY questions now or along the way, please feel free to reach out.

Rani Melendez

Director Sportif   <—  see below if you don’t actually know what this is (smile)

2025 Fireflies West XVII

 
 

FIREFLIESWEST 2025
RIDER APPLICATION

4th OCTOBER - 10th OCTOBER
7 DAYS +600 MILES and +30,000’ elevation
SAN FRANCISCO to LOS ANGELES

Director Sportif – Rani Melendez

Ride Producers – Emily Alvarez, Adam Graves, Tara Demarco

Sponsorships - Ali Brown

Once again, The Tour is supported BY riders FOR riders. Each of these people has been on multiple tours in multiple countries for multiple years.

Creative Director – Fabio Costa
Kit Producer – Johnny Maiuex
Crew Producer – Ben Frost

If you are interested in riding with the Fireflies for an epic 17th year and can fulfill Rani’s pledge from his letter above, please fill in the form below:

How do we choose Riders?

It's kind of complicated. We aim to create a mixed group of riders who center on the advertising industries. Below are some of the questions we have heard and some of the answers we give:

  • We try and aim for a 50% returning veterans to 50% new riders ratio. The veterans help with guiding the virgins on the road and throughout the long days and the virgins keep the veterans in line and help spread the Fireflies spirit.

  • The Fireflies are a global family so we try to include a handful of European or international Fireflies as they like to include some West Coast veterans on their tours. And now with the amazing Patagonia being so established we love to have a few of our Southern American sisters and brother join us in California too.

  • While we are mostly centered on our industry of advertising and the supporting marketing disciplines but we also like to include some riders from the 'outside world'. It keeps the conversation interesting

  • On average we have about 10-15 female riders every year but we would love more. Ideally we would have an equal split of genders but we don't get as many applications from women - please let your female friends and colleagues know about us as they have a great chance of being selected.

 
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'YES DS'

THE CORRECT ANSWER TO ANY QUESTION.

A pack of cyclists is a highly ordered society. You only have to look at a peleton in the Tour de France to be astounded by how close they race and how few crashes there are. There are many unwritten rules and codes of conduct to maintain this society and uphold the multi tiered etiquette which a rider ignores at his or her peril.

A Director Sportif in a race is the Race Director and will be engaged in that event from beginning to end making all key decisions on teams, route, traffic, escorts and press.

In non race conditions - The Fireflies appoint a Director Sportif every year to keep order, direct the support team, make crucial decisions during the day, and cut through the noise of 50-60 alpha riders all of whom have strong opinions. 

Day to day this is important for good progress:- daily briefings on the route, the potential hazards in the weather,  the road and traffic conditions and looking out for one another and the slower riders. The DS role becomes crucial should there be any serious issues:closed roads, extreme temperatures or weather conditions when it might be necessary to re-route or pull all the riders off the road. Worse still - an accident or injury when swift decisions and a single voice of leadership can make all the difference.

It’s a great honor to serve as the Director Sportif.

Candidates not only have to be accomplished and respected riders, but they also need to have good leadership and and decision making skills plus a good level of diplomacy given the unruly group they will be asked the lead down a stretch of the west coast, across highways and byways over 600 miles and seven days.

DS Role of Honor

2024: WILL CHANG

2023: LALI KOHLER

2022: ALLISON AMON

2021: LUKE RICCI

2020: TOUR SUSPENDED

2019: MICHAEL RAIMONDI

2018: BRUCE HOROWITZ 

2017: ALASTAIR GREEN

2016: RICK LAWLEY

2015: TARA DE MARCO

2014: ERIC TRAGESER

2013: ERIK PRESS

2012: BEN HAMPSHIRE

2011: BRYAN FARHY

2010: BRYAN FARHY

2009: BRYAN FARHY

2008: UNASSIGNED - There were only 5 riders.

 

 
 
 
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