From “Is This Worth It?” to Sold-Out Events — Shaun Glover’s Red Cherry Story

Shaun Glover (Red Cherry Events) breaks down the reality behind South African cycling events—what it took to survive COVID, rebuild a team, and claw back from the edge when income stopped for 18 months. We talk event economics (cashflow, liabilities, debt), why sponsors are essential for world-class events, and the hidden workload of delivering real ROI for corporate partners.Shaun also shares how relationships and consistency turned “friends, fools and family” attendance into real momentum—plus a behind-the-scenes look at what makes M&G Investments more than a sponsor through genuine community impact. Then we zoom out into the bigger picture: why virality fades, why long-term brand building wins, and why riders should support the brands that keep the sport alive.To close, Shaun runs through standout upcoming events (including PE Platinum, Forest Boogie, Tour de Addo, Weekend Warrior, and Grab Jura), and we geek out on the Orbea Epic bike tech (Flight Attendant + Transmission) before touching on Cape Epic riding for charity and the “Give and Gain” mission.If you love cycling, events, business, or building something that lasts—this one’s for you.0:00 Intro + Shaun Glover joins0:33 Shaun’s origin story: family business → events1:45 COVID: 18 months of zero income & survival mode10:18 Event cashflow reality: liabilities, debt & clawing back19:21 Why events need sponsors (and what they really pay for)25:48 The hidden cost of sponsorship: relationships & delivery30:29 M&G Investments: ‘More than a sponsor’ partnership story34:46 Why consistency beats virality (marketing & brand building)38:59 Support the brands that support your sport41:55 Weekend Warrior: from 54 riders to a 3-year headline deal55:25 Upcoming events: PE Platinum, Forest Boogie, Tour de Addo…1:06:14 Orbea Epic bike: Flight Attendant + dream tech breakdown1:12:40 Cape Epic for charity: riding for kids & ‘Give and Gain’1:15:36 Wrap-up + where to find Red Cherry events