NEW YORK, Sept. 28, 2017 /PRNewswire/ -- Cycle for Survival, the movement to beat rare cancers, launched fundraising and registration for its 2018 signature events with the Times Square Takeover on September 27. Instructors from Cycle for Survival's founding partner Equinox led supporters in high-energy cycling rides in the heart of Times Square to fight back against rare cancers. 100 percent of every dollar raised goes to groundbreaking rare cancer research led by Memorial Sloan Kettering Cancer Center (MSK), which owns and operates Cycle for Survival.   

Supporters — including New York Rangers goal keeper and TAG Heuer brand ambassador Henrik Lundqvist, rare cancer survivors, patients and caregivers, MSK doctors and special guests — participated in the Times Square Takeover on more than 100 stationary bikes throughout the day. The event was presented by smartwater®, Cycle for Survival's longstanding official hydration sponsor. T-shirts were provided by New Balance, Cycle for Survival's official apparel sponsor. TAG Heuer, the avant-garde of Swiss watchmaking, announced its sponsorship as the Official Timepiece and Official Timekeeper of Cycle for Survival.

More than 34,000 participants and 230,000 donors are expected to support Cycle for Survival's national indoor cycling rides in 2018. Registration is now open at www.cycleforsurvival.org. The rides will take place in January, February and March in 16 cities across the country:

• Bethesda, Md.
• Boston
• Chicago
• Dallas
• Greenwich, Conn.
• Huntington Beach, Calif.
• Long Island, N.Y.
• Los Angeles
• Miami
• New York
• Palo Alto, Calif.
• Paramus, N.J.
• San Francisco
• Seattle
• Summit, N.J.
• Washington, D.C.

Cycle for Survival has raised more than $140 million since it was founded in 2007, with $110 million raised in the past four years. The movement has been named the fastest-growing athletic fundraiser in the United States for the past four consecutive years.*

About half of people diagnosed with cancer are battling a rare cancer, which includes cancer types like brain, ovarian, pancreatic, leukemia, lymphoma, all pediatric cancers and many others. Rare cancers are often underfunded — leaving patients with few or no treatment options — but the Cycle for Survival community is helping to fill this funding gap and make research breakthroughs possible.

Download the media kit at news.cycleforsurvival.org for an FAQ, photographs and more information about Cycle for Survival.

*Peer-to-Peer Professional Forum – 2013, 2014, 2015 and 2016 Peer-to-Peer Fundraising Top 30 Ranked by Gross Revenue

QUOTES       

Dr. José Baselga, Physician-in-Chief, Memorial Sloan Kettering Cancer Center
"The Times Square Takeover is such a fantastic way to kick off another exciting year of Cycle for Survival. We've accomplished so much in this monumental effort, and we're eager to achieve even more together. All of us at Memorial Sloan Kettering are incredibly grateful to this inspiring community for fueling pace-setting, innovative research—and its unrelenting mission to beat rare cancers on behalf of people, everywhere."

Niki Leondakis, CEO, Equinox
"I am so inspired by the commitment the Equinox community— instructors, staff and members—have demonstrated year after year to Cycle for Survival and the fight to beat rare cancers. Equinox shares an incredible passion for Cycle for Survival and has supported and celebrated this movement since the beginning. It has been awe-inspiring to watch this movement grow over the years and I am thrilled to be a part of it this year."

MORE INFORMATION

About Cycle for Survival
Join the Battle. Cycle for Survival is the movement to beat rare cancers. Since 2007, Cycle for Survival has raised $140 million through its signature indoor team cycling events across the United States to help fund pioneering rare cancer research led by Memorial Sloan Kettering Cancer Center, which owns and operates Cycle for Survival. 100 percent of every donation funds rare cancer research. About half of all cancer patients are fighting a rare cancer, and they often face limited or no treatment options. Together with the movement's founding partner, Equinox, Cycle for Survival has supported innovative clinical trials, research studies and major scientific initiatives. For a list of events, research updates and additional information, visit https://www.cycleforsurvival.org and follow Cycle for Survival on Facebook, Twitter, Instagram, and YouTube. 

About Memorial Sloan Kettering Cancer Center
Memorial Sloan Kettering Cancer Center (MSK)—the world's oldest and largest private cancer center—has devoted more than 130 years to exceptional patient care, innovative research, and outstanding educational programs. Today, it is one of 69 National Cancer Institute-designated Comprehensive Cancer Centers, with state-of-the-art science flourishing side by side with clinical studies and treatment. The close collaboration between MSK's physicians and scientists is one of its unique strengths, enabling it to provide patients with the best care available as researchers work to discover more effective strategies to prevent, control and ultimately cure cancer. MSK's education programs train future physicians and scientists, and the knowledge and experience they gain has an impact on cancer treatment and biomedical research around the world.

About Equinox
Equinox operates 89 upscale, full-service clubs in New York, Chicago, Los Angeles, San Francisco, Miami, Boston, Texas and Washington, DC, as well as international locations in London and Toronto. The company offers an integrated selection of Equinox-branded programs, services and products, including strength and cardio training, studio classes, personal training, spa services and products, apparel and food/juice bars. Equinox's hotel properties will cater exclusively to the high performance traveler: fusing luxury and wellness to serve as the ultimate hotel destination with a 360-degree lifestyle experience. Offering the bespoke experiences and unparalleled services consumers have come to expect from Equinox over its 25-year history, Equinox's hospitality brand will grow to 50 worldwide locations. Since its inception in 1991, Equinox has developed a lifestyle brand that represents service, value, quality, expertise, innovation, attention to detail, market leadership and results. IT'S NOT FITNESS. IT'S LIFE.

The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands and nearly 3,900 beverage choices. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our company's portfolio features 21 billion-dollar brands, 19 of which are available in reduced-, low- or no-calorie options. These brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through the world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

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SOURCE Cycle for Survival