Club of the Mad Men

Tidying up and out fell this little badge. This innocuous bit of plastic represents a day of cycling hell.
A couple of years ago mr minnow found himself at the bottom of a rather large mountain in Provence with some friends.
And they had their bicycles.
The mountain was Mont Ventoux. It was calling to them.
There are three roads up it - all very long and very steep.
To join this elite (nutty) club you have to cycle up the mountain three times in the same day by each of the different routes.
The mountain was conquered that day and the Club des Cinglés gained some new members!

(Footnote: Girls are allowed to join the club!)