Promation is no stranger to Gran Fondo, having been a Silver Sponsor in the inaugural event last year.

Company spokesperson Steve Harris says there was a huge commitment from staff taking part last year and it was their suggestion to bump it up to a gold sponsorship.

He says it's all for a good cause through funding the Southampton Hospital in its quest to upgrade equipment for the facility.

Harris says he expects a good contingent of bikers from Promation on August 18th with 15 to 20 coming out.

Saugeen Memorial Hospital Foundation Executive Director Tracy Murray says they're pushing the 400-mark for registrations and she urges everyone to register before May 21st, when prices will be going up.

You can register on the Gran Fondo Lake Huron website.

This year's Gran Fondo, which features courses of 30, 70, 110 and 160K routes, goes August 18th.

Bayshore Broadcasting (98 the Beach & Mix 106.5) is the major media sponsor of the family-friendly cycling event.