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Lidl infuses a health-conscious attitude into the Lidl Deutschland Tour, prioritizing nutrition and physical fitness during cycling competitions.

Germany's Lidl retailer launches second leg of nation's principle cycling competition, dubbed the Lidl Germany Tour. The six-day race commences in Essen, Ruhr metropolis, on August 20, 2025, traversing Herford, Arnsberg, Kassel before culminating in Halle and Magdeburg. As title sponsor,...

Lidl invigorates Lidl Deutschland Tour with emphasis on nutrition and physical fitness in cycling...
Lidl invigorates Lidl Deutschland Tour with emphasis on nutrition and physical fitness in cycling events

Lidl infuses a health-conscious attitude into the Lidl Deutschland Tour, prioritizing nutrition and physical fitness during cycling competitions.

Lidl Deutschland Tour 2025: A Healthy and Exciting Cycling Event

Get ready for an exhilarating cycling experience as the Lidl Deutschland Tour 2025 takes place from August 20 to 24, 2025. This professional race will cover a total of 741 kilometres, traversing through North Rhine-Westphalia, Hesse, and Saxony-Anhalt.

The tour kicks off with a 3.1 km prologue in Essen, followed by four stages that will test the riders' endurance and speed. The stages are as follows:

  • Stage 1: Essen to Herford, 202.6 km (August 21)
  • Stage 2: Herford to Arnsberg, 190.3 km (August 22)
  • Stage 3: Arnsberg to Kassel, 175.7 km (August 23)
  • Stage 4: Halle (Saale) to Magdeburg, 163.7 km (August 24)

The race will connect West and East Germany, offering a mix of sprint and climbing challenges. The opening prologue favours time trial specialists and sprinters, while subsequent stages increase in climbing difficulty by around 1,000 meters daily. The final stage will culminate in a sprint finish in Magdeburg.

Host cities for this year's tour include Essen, Arnsberg, and Kassel, with new hosts in Herford, Halle (Saale), and Magdeburg.

Lidl, a champion of promoting health, is the main sponsor, namesake, and "Official Freshness Partner" of the cycling event. The retailer is bringing the Lidl Germany Tour closer to interested parties through various media, including print, online, TV, and social media. Lidl employees are participating in nationwide and regional activities around the stage locations of the tour.

At employee rides, Lidl employees cycle from one store to the next official stage finish of the Germany Tour. The Lidl Freshies, mascots in the form of a fruit type, will accompany the prize-giving ceremony in the finish area.

Alexander Lafery, head of marketing at Lidl Dienstleistung GmbH & Co. KG, expressed enthusiasm for the diverse activities and healthy snacks at the Lidl Germany Tour. An exclusive food truck greets Lidl employees at the employee rides' final destination.

In the starting and finishing areas, vegan "Vemondo" frozen yogurts, fresh fruit salad, and "Alesto" snacks will be available. Lidl-Trek riders like Jonathan Milan will compete in this year's Lidl Germany Tour.

The Lidl Deutschland Tour 2025 is a testament to Lidl's commitment to a healthy and active lifestyle. Last year, Lidl made the Germany Tour accessible to around 750,000 fans along the route and nearly four million TV viewers. This year, the tour promises to be even more exciting and engaging.

[1]: Source 1 [2]: Source 2 [3]: Source 3

  1. The Lidl Deutschland Tour 2025, with its focus on cycling, health-and-wellness, and fitness-and-exercise, is a reflection of Lidl's commitment to promoting a healthy lifestyle.
  2. To further emphasize their dedication to health-and-wellness, Lidl will provide vegan "Vemondo" frozen yogurts, fresh fruit salad, and "Alesto" snacks in the starting and finishing areas of the tour.
  3. In addition to the professional race, the tour also features elements of science and lifestyle, as evidenced by the diverse activities and healthy snacks at events like the Lidl employee rides and the prize-giving ceremony, where the Lidl Freshies mascots will be present.

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