Every year in June, The Fireflies cycle over the French Alps from Lake Geneva to the Cannes Lions International Advertising Festival. The challenge is to ride more than 1000kms and over 18 mountains in 7 days!

The Fireflies are committed to raising money for Bloodwise, a leading charity which funds research into the treatment of leukaemia and cancers of the blood. Inspired by the courage it takes to fight cancer, the riders tackle the gruelling climbs of the Tour de France, in some days climbing over 3,500m, cycling on average 140kms per day.

As some of you already know Eve (my better half) sadly lost her mother Pamela to a rare blood cancer back in 2009, so for this reason I have decided that my attempt at this ride is going to be made in loving memory to her.