That's why Renshaw's Pedal Project has become the sponsor for Bathurst Cycling Club's racing series, which gets underway with its first round time trial this Saturday.

Renshaw and his wife Kristina were keen to help the club promote the recently introduced racing series which has become a popular staple on the calendar for the past two seasons.

"When Kristina and I purchased the shop our goal was to have more involvement than just the shop," Renshaw said.

"What was in the name - the 'Project' - was to help continue the development of cycling in the Central West and I think the first step in doing that is to support the club that supported me throughout my whole career.

"It felt like a natural fit to get behind the cycling club with this form of sponsorship that we've proposed. "

As part of their deal the store will also be offering prizemoney for one of the club's most popular events - the 'Hurt on the Dirt'.

It's a great throwback to one of Renshaw's fondest memories on the professional circuit.

"The event was based on one of the first races that I won in my career. That was in France in the Tro-Bro Léon. It's a race where you do gravel section inside a road race, which is something outside of the norm," he said.

"They've got a great circuit out there. It's an avenue that we also want to get behind in the shop with the arrival of gravel riding. We have so many nice roads in Bathurst and it seems to be a section of riding that is booming at the moment."

The club are expecting good numbers for the opening round of the event this weekend, which now carries the Renshaw's Pedal Project Bathurst Cycling Club Track Series moniker.

Bathurst road co-ordinator Glen Partridge said the support of the business means a lot to a club looking to promote the sport.

"It shows how humble he is to do something like this," he said.

"He's trying to put something back into the sport and it's a great thing for us.

"It's huge for Mark and Kristina to get behind the club with this and we really appreciate it.

"It'll be run over six rounds over various courses that we regularly use in our club races.

"We've seen a huge increase in numbers lately. Two weeks ago we had 47 entries ... and there's been some great, close and hard-fought racing."