Tour of America's Dairyland Adds Women's 3/4 Category to 10 Days of Racing in 2010

Milwaukee, WI – The Tour of America's Dairyland presented by Wisconsin Milk Marketing Board, an omnium bicycle race across 11 Southeastern Wisconsin cities, will include a Women's 3/4 category, in addition to the Pro Women 1/2/3 category, in this year's daily race schedule, promoter Midwest Cycling Series has announced.

Cat 3/4 Women will have the opportunity to race in 10 consecutive days on this year's 11-day Tour, which runs June 17-27 and will features nine criteriums (lap races) and two road races for professional and amateur cyclists.

"We listened to the passionate feedback we received after the '09 Tour of America's Dairyland from women cyclists who said they wanted more opportunities to race" said Bill Koch of Midwest Cycling Series. "Basically, they said, 'if you build it, we will come!' so we're looking forward to some exciting women's racing of varying levels out there this year."

The addition of the Women's Cat 3/4 category will enable less experienced female riders the opportunity to compete against racers of a shared experience level for cash prizes and primes (incentives) before ten of thousands of spectators on the same courses as the Pros. In the Wisconsin area, the Tour promoter will work with advocates of women's cycling along with local bike shops to schedule women-only clinics this Spring to engage women in racing.

Added Koch, "Presenting sponsor Wisconsin Milk Marketing Board has been a proponent of women's cycling for years, and together with them, we remain committed to supporting women in the sport of cycling and giving as many women possible a chance to compete in an environment that is welcoming, rewarding and non-intimidating."

Opening day of the 2010 Tour of America's Dairyland will be celebrated minutes from Downtown Milwaukee in the village of Shorewood, Wis, near the shores of Lakes Michigan. The Shorewood Criterium Cycling Classic schedule will feature Men's and Women's Pro races only, along with a kids event. Other Wisconsin communities hosting criteriums in the second year of the Tour include Thiensville, Grafton, Appleton, Sheboygan, Waterloo, Fond du Lac, Downer Avenue on Milwaukee's Eastside, and Waukesha. Greenbush and Elkhart Lake will be home to road races, the latter of which will be held on the historic Road America racetrack. Across the 11 days, Tour of America's Dairyland will award over $105,000 in cash prizes and primes to racers of multiple categories.

The high energy of the bicycle racing will be complemented in most communities by family-friendly activities, entertainment, a Sports Expo benefiting Racers Against Childhood Cancer (RACC), plenty of food and drink from local vendors, and much more.

Endorsed and supported by the Wisconsin Cycling Association and United States Cycling Federation, Tour of America's Dairyland updates will be posted on www.tourofamericasdairyland.com.

About Midwest Cycling Series, LLC

Midwest Cycling Series, LLC, organizers of the Tour of America’s Dairyland, June 17-27, 2010, comprises five avid cyclists and successful entrepreneurs including U.S. Cycling Team Olympian and Team Sports, Inc. President Tom Schuler, Olympic Road Race Trials qualifier and former Nova Cycle Sports Foundation President Bill Ochowicz, Milwaukee Junior Cycling Team co-Executive Director Bill Koch, National Senior Olympics competitor Jim Michler, and Paul Weaver, founder of one of Wisconsin's longest running multi-sport teams, Team Geargrinder. Executive Director Jack Hirt, former executive director of the Bike Federation of Wisconsin, leads day-to-day operations.

About Wisconsin Milk Marketing Board

Wisconsin Milk Marketing Board, a nonprofit organization funded by the Wisconsin dairy producers, promotes the awareness and consumption of milk, cheese and other dairy products made in America’s Dairyland.

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2009 Video/Photographs available upon request.

For more information, please contact:

Lisa Downey
Marketing Communications, Tour of America’s Dairyland
Phone: 415.786.2817
lisadowney@midwestcyclingseries.com