FAYETTEVILLE Ark. — When Bruce Dunn, founder of All Sports Productions, first took over the Joe Martin Stage Race more than two decades ago, he never imagined that the iconic Fayetteville-based event would become the foundation for a reimagined vision of American road cycling. But with the recent launch of the Tour of Arkansas, Dunn is doing just that—turning a regional staple into a high-caliber, internationally recognized race designed to inspire, engage, and grow cycling in the U.S.
“The Joe Martin Stage Race has always been my baby,” Dunn said. “But it’s run its course. For the sport to move forward, we needed a change—not just in name, but in scale and ambition.”
That change began in 2024, when Dunn faced funding challenges for the long-running event. With pressure mounting and limited sponsorship, he turned to a cycling industry consultant with connections to top-tier brands. The consultant conducted extensive interviews with racers, team directors, and industry insiders, and his feedback was clear: to attract major sponsors and elevate the race’s stature, the Joe Martin name—despite its legacy—needed to evolve.
Dunn, who had long owned the domain and trademark for “Tour of Arkansas,” made the leap.
With support from the Martin family and a deep respect for the event’s roots, Dunn began shaping the new concept: a five- to seven-day stage race that would span the state, eventually moving from a rebranded Joe Martin to a fully independent, UCI-sanctioned Tour of Arkansas. His vision includes running professional men’s and women’s races on the same day—something rarely done in the U.S.—and creating a festival-style atmosphere to draw fans and families beyond the racing community.
“This is something I’ve dreamed about since 2003,” Dunn said. “Not just a race, but a 12-month initiative that includes training camps, fundraising events, youth clinics, and statewide engagement.”
Despite strong enthusiasm, the rollout has been measured. The full transition to the Tour of Arkansas will likely take two years, allowing for the necessary sponsorship and infrastructure to take shape. Dunn emphasized the need for a multi-million dollar budget to support international teams, logistics, and community programming.
What makes the Tour of Arkansas unique isn’t just its scope—it’s the commitment to building a cycling culture in Arkansas that includes amateurs, professionals, and spectators alike. Spectator zones with live music, family activities, and community wellness programs are all part of the plan. “We’re not just building a race. We’re building an experience,” he said.
Dunn believes road cycling is on the rise again, pointing to growing participation in U.S. stage races and a resurgence in amateur racing. He also sees potential in the next generation, thanks in part to the National Interscholastic Cycling Association (NICA) programs that train young riders in safe, structured environments.
“We’re at a turning point,” he said. “Road isn’t dead—it’s coming back. And Arkansas is going to be a big part of that.”
As he pitches the concept to state officials, corporate sponsors, and tourism leaders, Dunn remains confident. With nearly three decades of stage racing experience behind him, he’s betting big on the Tour of Arkansas.
“If we do this, we’re going to do it right—international-level production, televised coverage, the whole thing,” he said. “Go big or go home.”
The Tour of Arkansas is expected to officially launch within the next two years, with Dunn aiming for full UCI status and a marquee place on the global cycling calendar. Until then, the wheels are turning—and the road ahead looks promising.
This article was originally published on ArkansasOutside.com, your trusted source for outdoor news and updates in The Natural State. Unless otherwise credited, all photos included in this piece are the property of Arkansas Outside, LLC. We take pride in sharing the beauty and adventures of Arkansas through our lens—thank you for supporting our work!
