Stay Tuned- Registration Coming Soon!
To Our Dirty Deluxe Community
To everyone who has supported our race over the years, thank you.
Over the past several days, we've seen a number of questions and comments circulating on social media regarding the future of our event. We believe our participants deserve to hear directly from us, so we'd like to provide some clarity.
The Standard Deluxe Dirt Road Century was founded and operated for many years by Terra Firma Cycling. In 2024, our team assumed ownership of the event with a commitment to preserving everything riders had come to love while continuing to grow it for the future. Since then, the race has been independently organized by our team and has proudly operated as a charity event benefiting the Chattahoochee Humane Society.
While many of you knew the race by its former name, Standard Deluxe itself simply served as the venue where the event was held. Like any event organizer renting a facility, we paid to use the property each year. The venue was not involved in the ownership or financial production of the event during our stewardship.
As our event continued to grow, it became clear that we had outgrown what the venue and surrounding area could reasonably accommodate. We envisioned something bigger—not simply a bike ride, but a true community celebration that could better serve participants, sponsors, local businesses, and one of the causes closest to our hearts, the Chattahoochee Humane Society.
Moving the event to downtown Opelika allows us to bring that vision to life. With Red Clay Brewery, John Emerald Distilling, food trucks, live music, family-friendly activities, expanded vendor space, and a festival atmosphere, we can create an experience that simply wasn't possible in our previous location.
Because the race was entering a new chapter in a new location, we felt it deserved a new identity that reflected where we're headed while honoring everything that made the event special. With that move came the decision to rebrand the event as the Dirty Deluxe Dirt Road Century. The new name reflects the next chapter of the race while preserving the spirit that so many of you have helped build over the past decade. We also developed an entirely new visual identity to represent this exciting new era of the event.
While we understand that change often brings questions and emotions, we respectfully ask that conversations about the event be based on facts rather than speculation. We have no desire to engage in public arguments or personal attacks. We'd rather invest our energy into building the best possible experience for our riders, our sponsors, our charitable partners, and our community.
The support we've received from so many past participants, volunteers, local businesses, sponsors, and community members has been incredibly humbling. Thank you for believing in what we're building. Your encouragement has only strengthened our commitment to making the Dirty Deluxe Dirt Road Century the best edition yet.
At its heart, this race has always been about great roads, great people, and giving back. That hasn't changed. If anything, our move to downtown Opelika gives us the opportunity to do those things on an even larger scale.
We hope you'll join us as we write the next chapter of this event together. We truly believe the best days of this race are still ahead, and we can't wait to welcome you to the Dirty Deluxe on May 22, 2027.
Thank you for riding with us.
The Dirty Deluxe Dirt Road Century Team
BIG NEWS: Meet the new and improvedDirty Deluxe Dirt Road Century, May 22nd, 2027!
The same gritty, unforgettable ride you know and love is getting a bigger home—and a whole lot more room to grow.
At its heart, Dirty Deluxe has always been a fundraiser for the Alabama Animal Rescue Resource Foundation. As the race grew, we simply outgrew our longtime home in Waverly. Moving to downtown Opelika gives us the opportunity to welcome more riders, raise greater awareness and support for animal rescue, and turn race day into an experience for the entire community.
Expect the dirt roads you love—plus a festival-like finish featuring local breweries and distilleries, food trucks, live music, family-friendly fun and plenty more.
Same heart. More dirt. Bigger party. Welcome to the Dirty Deluxe.
Stay tuned—registration details and more exciting announcements are coming soon!
Who is The Alabama Animal Rescue Resource Foundation and what do they do? AARRF was recently started by the owners of James Bros. Bikes after finding countless dumped dogs during rides and realized we needed to try and help. The organization is a registered 501 c3 with a mission to aid small nonprofit privately ran animal rescues that provide sanctuary, medical care, adoption, and transport out of state to other partner rescues. These rescues are a vital resource in Alabama which has a notoriously poor animal welfare laws and a broken shelter system in nearly every county. All proceeds generated by this organization goes directly to aid in their mission to help these discarded animals.
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