A cycling challenge dreamt up by a creative Lichfield businessman four years ago has finally been achieved – and all in aid of a cause cause to his heart.

John Heeler and two friends completed their Little Ben Lichfield To Big Ben London challenge at the weekend, raising hundreds of pounds in the process.

The ride, undertaken in aid of the We Love Lichfield charity took place in the blistering heat on Sunday, 8th July, covering around 140 miles and just in a day, without a support vehicle.

John, who heads up creative design agency Straightforward on the outskirts of the city, said the day was such a success they were looking to make it an annual ride for the charity.

“We left at 4am and in total it took us around 12 hours, with a few breaks inbetween to make sure we kept hydrated in the heat. But every mile was worth it and we had so much fun, it really was a dream achieved and knowing now that we can do it means we have plenty more plans for the future,” he added.

John added he had dreamt up the idea of cycling from the clock tower in Lichfield, known as ‘Little Ben’ to the capitals Big Ben around four years ago and so knew it would be something he wanted to achieve.

“When we then were discussing ideas for fundraising for We Love Lichfield I knew instantly that I could marry this with the ride. I’ve been involved with the charity for the past three years and have seen the incredible work they do with not only raising the profile of a city I was raised in, but also helping the various charities in and around it,” he said.

John, along with his friends Richard Matthews and John Poulton, while not regular cyclists, each added they enjoyed the challenge.

“It was an adventure of a lifetime and now there is talk about doing it annually, and hopefully getting more of us on the ride. What a fantastic day and charity,” he said.

Simon Price Patron of We Love Lichfield said: “We are so proud of the trio for all their hard work. The money raised will all go to fantastic causes and it sounds like it was quite the adventure.”

To help the team raise more money, visit https://mydonate.bt.com/fundraisers/johnheeler


A Creative Design Agency based in the heart of the Midlands.

Straightforward use branding, advertising, graphic design & digital communication to help brands find their voice.

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