Zach Bell can't stop.

The Watson Lake-born cyclist will be representing Team SpiderTech in the Pro Sprint Challenge at the 2011 Grand Prix Cycliste de Quebec det de Montreal today.

The project is sanctioned by the Canadian Cycling Association and supported by the International Cycling Union.

"The sprint challenge will be a great place to showcase the sport in a high-energy venue that will keep even a less experienced audience engaged,” said Bell, the 2011 World Cup Champion of the track cycling omnium event.

"It is also a great opportunity to develop my skills as a finisher. In bike racing we spend a lot of time working for others on the team and it is not often you get a chance to work on your skills in the final few hundred metres. So this race presents a great opportunity to develop those skills.”

In the Pro Sprint Challenge, sprinters from each professional cycling team will be sprinting their way to victory on a one-kilometre course on the historic Grande Allee in Old Quebec City.

The Spring event is a unique concept born last year in close collaboration between the Canadian Cycling Association, the Federation quebecoise des sport cyclistes and Serge Arsenault, race organizer of the Grands Prix Cyclistes de Quebec et de Montreal.

This year, Arsenault elevated the project and marketed the concept to all World Tour teams.

The Pro Sprint Challenge will be televised in more than 75 countries.

Bell is getting used to the exposure.

At the end of August, the Canadian Cycling Association announced that the 28-year-old was named one of 12 cyclists to the selection pool in the Men's Elite category for both the road race and time trials at the 2011 UCI Road World Championships to be held in Copenhagen, Denmark, from Sept. 19-25.

In June, Bell won bronze at the 2011 Canadian National Road Championships, a departure from his domination on the track.

Bell's training has ramped up since he signed with Team SpiderTech powered by C10 last winter.

The team is Canada's first continental professional cycling team. Founded by Steve Bauer and Josee Larocque in 2007, the team has earned a Professional Continental license from the Union Cycliste Internationale (UCI).

The 19-rider team of 16 Canadians and three other North American riders is sponsored by SpiderTech Inc. and a consortium of Canadian corporations known as C10, including BlackBerry, NRS Brakes, Pinetree Capital, Planet Energy and Saputo.