Introducing the Mad Jacques: A Pioneering Microadventure in Pays d'Auge, Normandy

Originating from the simple concept of enhancing travel experiences by exploring nearby destinations, Mad Jacques emerged as a pioneer of microadventures in France. The Paris-based company organizes multi-day expeditions that combine athletic challenges with festive gatherings. These adventures take place on foot, by bike, by canoe, or even by hitchhiking, showcasing lesser-known regions through the lens of local products.

The Mad Jacques: A Pioneering Microadventure in the Pays d'Auge, Normandy

Conceived to revolutionize the way we travel, the Mad Jacques, a Paris-based microadventure company, has emerged as a pioneer in the field. Their meticulously crafted expeditions seamlessly blend athletic challenges with a festive atmosphere, typically spanning a few days. These immersive experiences prioritize foot, bike, canoe, and even hitchhiking as means of traversing lesser-known regions, unlocking their rich local culinary traditions.

From May 24th to 26th, 2024, the Mad Jacques will embark on a captivating two-day cycling expedition through the picturesque Pays d'Auge, nestled between the coastal town of Deauville and the renowned cheesemaking hub of Livarot. The itinerary promises an unforgettable journey, culminating in a vibrant village celebration and a vibrant producers' market on Sunday.

As participants pedal through the rolling landscapes, numerous checkpoints will guide them to emblematic landmarks, each offering a glimpse into the region's unique heritage. The iconic Planches de Deauville, the charming village of Beaumont-en-Auge, the venerable calvados distillery Maison de Calvados Huet, the historic Grandouet farm in Cambremer, the idyllic Chèvres de Noémie goat farm in Ouilly-du-Houley, and the majestic Château Le Kinnor in Fervaques are just a few highlights awaiting discovery.

"The Mad Jacques experience is distinguished by the unyielding curiosity of its participants," explains Vincent Drye, the company's co-founder. "Their motivation lies not in setting time records but in immersing themselves in the local culture and environment."

Showcasing the Hidden Gems of Pays d'Auge

This unique event serves as an invaluable showcase for the Pays d'Auge, a testament to the harmonious collaboration between the Mad Jacques and a multitude of local stakeholders. The partnership with the Pôle Métropolitain de l'Estuaire de la Seine, an inter-municipal syndicate representing nine communes across Calvados, Seine-Maritime, and Eure, has been instrumental in shaping this exceptional experience.

"Our aim is to promote this vibrant region through an event centered around cycling and local products," explains Florence Dubosc, the organization's director. "We sought an activity that would traverse the entire territory, extending beyond the popular destinations of Étretat and Deauville. After an in-depth evaluation, the Mad Jacques captured our imagination with their ethos and their ability to foster a community spirit. Thus, we reached out to them."

This partnership has proven mutually beneficial, as Vincent Drye readily acknowledges, "The Pays d'Auge was already high on our list of potential destinations." The Pôle Métropolitain ultimately acquired the rights to host the Mad Jacques event, investing a confidential sum in the endeavor.

Last year, the inaugural "Estuaire de la Seine" edition of the Mad Jacques took place in the neighboring Pays de Caux region. "On our scale, this ranks among our two most significant annual events, alongside the Gambade gourmet cycling ride," notes Florence Dubosc. The Pôle Métropolitain's three dedicated employees have wholeheartedly embraced the challenge of organizing this captivating experience.

For this maiden voyage into the Pays d'Auge, the Pôle Métropolitain has facilitated connections between the Mad Jacques and local authorities, tourist offices, and various organizations. "The Mad Jacques brings its loyal community and expertise in event management, while we provide the vital link to the local scene," explains the director.

"The Mad Jacques concept, with its emphasis on community spirit, immediately resonated with us."

Florence Dubosc, Director, Pôle Métropolitain de l'Estuaire de la Seine

A Symphony of Local Collaborations

"The Mad Jacques team reached out, sharing valuable information on local producers and musicians who could enrich our experience," recounts Tiffaine Henry, the event's programming manager responsible for entertainment. "We supplemented this with our own online research before embarking on site visits and meetings with all the key players."

The course design has drawn inspiration from existing cycling routes, occasionally modified to incorporate points of interest. The inaugural bivouac on Friday evening will be hosted in the quintessential Augean village of Moyaux, chosen over the equally charming Cambremer. "We were thrilled when they contacted us," enthuses the mayor, Benoît Charbonneau. "We actively seek events that enhance our appeal. The promotional videos immediately captured our hearts."

"They were genuinely impressed when they visited our village in February. There was an instant rapport," adds Sébastien Ridel, a municipal communications officer. "Our facilities exceeded their expectations. Moyaux has everything necessary to accommodate a bivouac of 500 to 800 people."

The Mad Jacques Formula: Empowering Local Communities

The Mad Jacques philosophy revolves around leveraging local resources for the village festivities. "We actively engage with local event organizers, businesses, and associations," reveals Tiffaine Henry.

"For example, our football club members have requested to host a grand lottery," adds Sébastien Ridel. In the same vein, Moyaux's parents' association will organize a giant "donkey relay," a spirited variation on leapfrog.

A Recurring Bonanza for the Region

Mayor Charbonneau exudes confidence, asserting that Moyaux has "ample experience in organizing events. This one is seamlessly integrated into our annual calendar." His enthusiasm is echoed in the last three editions of the municipal newsletter, where he enthusiastically highlights the upcoming Mad Jacques event.

This initiative is not intended as a fleeting phenomenon but rather as a recurring highlight for the region. The Mad Jacques team is committed to nurturing lasting relationships with the local stakeholders involved. "In previous editions, I've even had mayors as godparents to my children," quips Vincent Drye.

The enduring impact is evident in the clientele generated by the event. On average, 40% of participants return independently to visit the region within the following 12 months.

Registrations remain open, starting at €119: madjacques.fr/les-courses/velo-estuaire. The village festivities in Moyaux and Livarot are free of charge and open to all.