Enter the promo code [BWR2021] to get the discount on orders over $129.95.  **Use the promo code to get a chance to win a BWR t-shirt for free.

We are excited to announce that Bryton will be the official technology sponsor of the 2021 BELGIAN WAFFLE RIDE Kansas coming up this Halloween! Come show your support at the event and be sure to check out the Bryton Rider 750 – the perfect GPS for the BWR series! With advanced navigation features with POI, peak and turn-by-turn info on a vivid color touchscreen, the choice never seemed so clear!


Monuments of Cycling, a premier cycling events producer, has partnered with Sunflower Outdoor & Bike Shop to host the inaugural Belgian Waffle Ride (BWR) in Lawrence, Kansas for the Steve Tilford Foundation.

For the first time, Monuments of Cycling brings its iconic BWR to Kansas, where a vibrant cycling culture anxiously awaits this new spectacle, The Hell of the East, which will take place on Halloween. The BWR, which celebrates 10 years in 2021, will provide professional and amateur cyclists the opportunity to ride the most coveted roads, punctuated by dozens of off-road sectors over a 111- mile route throughout the northeast region of Kansas, giving the event its unique complexion.

Created as an extremely challenging race in the spirit of the great European one-day Spring Classics, BWR, with a Belgique theme, is truly a unique event. There will be three distances on offer in Lawrence, the longer Waffle event and the half-as-long Wafer event, plus a shorter Wanna event for those looking to get a taste of the fun without the training commitment of the Waffle or Wafer.

This inaugural BWR Kansas event, like the other BWR events in San Diego, Asheville, and Cedar City will have a deep field of professional riders and an expansive list of hungry amateur riders drawn to the unparalleled opportunity to race alongside their heroes, like World Tour rider, Peter Stetina, who won the 2019 San Diego edition and came in second to Keegan Swenson in the 2020 BWR Cedar City event. The BWR will be offering a prize purse to the top five riders, both female and male! Racers and event patrons will be treated to Belgian waffles, Belgian ales, muscles and frites, more waffles and more beer on race day.

As Steve Tilford would have wanted it, the Waffle race promises plenty of punishment for entrants and their bicycles along its dynamic course, which features 8,000 feet of undulating climbs and nearly 80-miles of off-road terrain that harken to the teeth-rattling cobblestones of Europe’s most grueling races.

Prior to the event, there will be a special VIP event at Sunflower Outdoor & Bike Shop on Friday, October 29. At this special event will be an auction for cycling fans in celebration of the life of Steve Tilford, the course revealed in detail, special race-related presentations riders won’t want to miss, the pros interviewed, and cyclists will rub shoulders with all the celebrities on hand for the epic weekend.