Sixty cyclists from Convex Insurance completed a 24-hour ride covering the entire coastline of England, Scotland, and Wales on 13 June, raising funds for Alzheimer’s Research UK.
The “Coastal GB in a Day” challenge spanned more than 7,120km, roughly the distance from London to Mumbai. Participants cycled routes of approximately 132km each, with two riders per route cycling towards each other.
The idea came from Steve Perry, head of delivery, analytics at Convex. Perry pitched it through the company’s annual “Dream Pitch” programme, which gives staff the chance to propose a project Convex will fund and support.
“Cycling has always been a big part of my life,” Perry said. “I’ve taken part in many events and completed numerous bike-based challenges so pitching an idea related to a pastime I love felt like a natural fit.”
The event grew well beyond Perry’s original concept. More than 160 cyclists took part across over 100 planned routes. Many rode alongside friends and family.
“The logistics have been the hardest part to organise as there are 60 start points that we have to get people to and from,” Perry said. “We will be using a small army of trains, cars, planes and even boats to get all the riders where they need to be.”
Ashley Stockwell, chief marketing officer at Convex, said the Dream Pitch programme was now in its seventh year.
“We have over 160 total cyclists and more than 100 routes planned to connect the coast of Great Britain in a day,” she said. “We’re delighted to build on our six-year partnership with Alzheimer’s Research UK to both raise awareness and funds for research into the way dementia is treated, diagnosed and prevented.”
Convex has partnered with Alzheimer’s Research UK since 2020, raising more than £1.8 million for the charity over six years. The challenge comes days after Channel 4 News presenter Jon Snow revealed an Alzheimer’s disease diagnosis, bringing fresh public attention to the cause.
Convex’s fundraising sits within a wider industry effort. Insurance United Against Dementia hit its initial £10 million fundraising target earlier this year and has set a new goal of £20 million by 2030.
The urgency behind that push is clear. More than 152 firms took part in the 2025 Insurance Day for Dementia. Dementia is the UK’s leading cause of death and costs the economy an estimated £34.7 billion a year.
Hilary Evans-Newton, chief executive of Alzheimer’s Research UK, said the challenge arrived at a significant moment.
“Thanks to the continued support of partners like Convex, we are closer than ever to delivering life-changing breakthroughs and changing the ending for everyone affected by dementia,” she said.
Convex is not alone in embedding charity work into its culture. Acrisure UK raised more than £200,000 for charitable causes in 2025. Market observers note that structured fundraising programmes help insurance firms attract and retain talent.
Perry cycled from Portree on the Isle of Skye, over Bealach na Bà, finishing his leg in Shieldaig.
