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It's also traditionally well-represented by riders who aren't middle aged men with beards (see Arrive magazine cover from a few years back where there wasn't just a few women riders, but significantly more than you usually see on a 400, or indeed many audaxes) and I think that also helps keep it popular.
honk
@Gustav
Just seen that it's full which seems to be a bit of a theme with any audax event i look at...I get the sense that any event that Londoners can get to without a car is oversubscribed