Peter Heath, founder of data and analytics service Venue Performance, has set himself the task of cycling 1,000km, approximately the length of Britain, in aid of trade charity Hospitality Action.
In July, Heath will be cycling 60km-70km a day for 10 days and has already raised £920 for the charity.
Starting at his home in Hampshire, Heath will make his way to Gospel Pass, the highest road point in Wales, crossing over to the highest point in England in the Pennines and up to Cairnwell Pass in Scotland.
He has also put a call out for members of the hospitality industry to get involved and is keen to visit teams, individuals or venues, who can join him in as much or as little of the challenge as they wish. He is also willing to feature sponsors on his kit or support vehicle.
"If you are in the hospitality industry and you're on my route, or if you are in hospitality and you are on my route from a venue point a view and you want me to come and visit you or include you in my journey, then I would very happily do so," said Heath in his vlog.