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pretty neat, but at the risk of sounding uncharitable, it's a big fee (£50) for a little ride (20km), albeit in a good cause and on a splendid closed circuit

It is for charity though, so I suppose rather than asking for a certain pledge, the registration fee is perhaps a bit bigger to form a donation of some form. The other aspect is unlike Freewheel you'll get all the ToB paraphanalia around you (barriers, gantry etc) and all the goodies from official suppliers (Soreen :D ) etc.

Definitely is a leisure ride for the whole family to take part in, rather than a set a time around the circuit for the pros to beat ride.

Anyone signed up the Tour of England leg that's been riden for chaarrridy?

http://www.tourride.co.uk/rides/stage_5.asp

There's one for Stage 8 in London too. Gives you the chance to ride two laps of the circuit as part of a giant cycling festival, and all for a good cause :)