Red Carnation managing director Jonathan Raggett is to take on the full Tour de France route next year to help raise over £1m for Cure Leukaemia.
The ride, taking place one week ahead of the professional race, will see Raggett join 24 other amateur riders to take on the gruelling 3,500km route across 21 stages.
All money raised by his efforts will be invested into the national Trials Acceleration Programme, which runs clinical trials for pioneering treatments for leukaemia and will significantly increase the number of people given access to potentially life-saving treatments.
Raggett said: "It's over 21 days and we will do exactly the same route as the pros. It's a huge challenge. I've done the Etape du Tour, which is one of the more difficult mountain stages, but it's one day.
"After doing that, I could hardly walk. Now I need to do that 21 times."
Raggett was inspired to take part by leukaemia survivor and former footballer Geoff Thomas, who will form part of the Cure Leukaemia team, as well as his own experience with blood cancer.
"When I was in my mid 20s I had a fiancé who got leukaemia," he said. "She had a bone marrow transplant but sadly passed. If she had contracted it now, modern-day medicine would have saved her, so I want to help contribute to furthering that research.
"Leukaemia is still out there so if I can help some people in some way, it's a great thing to be able to do.
"I'm mentally strong but I'm an average cyclist. I know consultant chef Hayden Groves did it but there's quite a gulf between our abilities. There will be a lot of blood, sweat and tears to complete it."