Created by James Emery, Managing Director of the COS Group, the challenge aptly named ‘whosebrightideawasthis’ has been set up in a bid to raise over £20,000 for the St David’s Foundation Hospice Care. Setting off from Holyhead on 3rd April, the 19 strong team will cycle to the capital over four days before arriving in Cardiff Bay on Thursday 7th April where they will be greeted by family, friends and business colleagues as they cross over the finish line.

On launching the charity event, James said: “I decided to set the challenge of cycling over 260 miles because I felt it would give businesses from across south Wales the opportunity to come together and collectively raise as much money as possible for the St David’s Foundation Hospice Care, which carries out some fantastic work in the local community.”

The team which is made up of directors and senior partners from local businesses including The COS Group, Berry Smith, Yolk Recruitment, UHY Peacheys, Bluegg Creative, and PriceWaterhouseCoopers will cycle over 65 miles a day, stopping at Porthmadog, Aberaeron, and Brecon overnight before reaching their final destination, the basin in Cardiff Bay.

To date the challenge has received an overwhelming amount of support from local companies including Likes Landrover, Arriva Trains and The COS Group who have provided vehicle loans and free train travel for the team up to north Wales ahead of the start of the challenge.

Continued James: “We decided on riding from North to South Wales because we wanted a challenge that would raise a lot of money. The support of our colleagues will be invaluable as we aim to complete this challenge. I am confident that knowing how much money we are hoping to raise for the hospice will keep the whole team motivated, especially when tackling hills, uneven roads and no doubt the great Welsh weather.”

Established in 1979, the St David’s Foundation Hospice Care provides care for people suffering with cancer and other life threatening illnesses. From its first year of operation, when it cared for six patients, it has grown to become the UK’s largest provider of hospice at home care, caring for over 2600 patients and families every year.

Adrian Hadley who is part of the challenge’s support team and operations director at the St David’s Foundation Hospice Care said: “The St David’s Foundation Hospice Care is delighted to be involved in this challenge. Averaging around 50 miles a day the team will be pushing themselves to their limits both physically and mentally. As part of the support team, I will be on hand to provide help and assistance and keep them motivated and on course for the finish line.”

To prepare themselves for the challenge, the team is currently undertaking intensive training. On embarking on the charity ride, Nigel Greenaway, partner at Berry Smith LLP said: “It is essential that we have enough mileage under our belts ahead of the challenge to ensure we are physically prepared for the grueling journey in front of us. Over the last few weeks we have really stepped up the training after work and on weekends and we are all determined to cross the finish line.”

For more information please visit www.whosebrightideawasthis.com or to donate money please visit www.justgiving.com/northtosouthwalesbikeride2011