The location for Pedalling for Pubs 2023 is Sri Lanka in April 2023.
Sponsorship opportunities include:
If you’re interested in sponsoring the ride please get in touch hello@pedallingforpubs.org.uk.
A massive thank you to the 26 Jordan 2022 riders.
We set an initial target of £140,000 for our fantastic 2022 team and they absolutely smashed it, fundraising is currently over £275,000. The money is split 50/50 between The Licensed Trade Charity and Only a Pavement Away two charities that are dedicated to supporting people who work in the licensed drinks trade and hospitality industry supporting pubs, breweries and the wider hospitality industry in the UK.
Powered by KAM Media, our bike ride will be raising essential funds for ‘The Licensed Trade Charity’ and ‘Only A Pavement Away’ – two charities who are integral to the industry and work tirelessly to ensure that no matter what your job role, level or background is, there is a friendly face at the end of a phone or an email ready to support you with what you need to get back on your feet.
We are grateful to our sponsors for their support. They are not only covering costs for important parts of the ride they are helping us to raise awareness of the two charities, Licensed Trade Charity and Only A Pavement Away, and to raise vital funds to support people in need.
Scroll through to see our amazing team of cyclists who are taking on this year’s Pedalling for Pubs. Click on their profiles to read more about them and most importantly to donate. You can also track our fundraising progress by clicking through to see our ‘Just Giving’ page.
With a wealth of experience in technology and hospitality sales, Olivia leads Zonal's sales and marketing functions. Prior to joining Zonal in 2021, Olivia ran her own consultancy business and held previous roles including MD of Majestic Wine Commercial and UK MD at Planday.
Passionate about using tech to enhance customers' experiences, Olivia has broad expertise in developing and implementing commercial strategies within the hospitality sector.
With a wealth of experience in technology and hospitality sales, Olivia leads Zonal's sales and marketing functions. Prior to joining Zonal in 2021, Olivia ran her own consultancy business and held previous roles including MD of Majestic Wine Commercial and UK MD at Planday.
Passionate about using tech to enhance customers' experiences, Olivia has broad expertise in developing and implementing commercial strategies within the hospitality sector.
Like many people in hospitality I came into the industry as a way of earning money as a 16 year old and quickly realised that the industry offered an opportunity to build a career which will be dynamic, ever-changing and most importantly very enjoyable. Most of my career has been with three companies, Revolution in the 90’s, Marstons in the 2000’s and Robinsons since 2014. I am passionate about the opportunities the sector can provide at all levels to all types of people but also acutely aware that sometimes people in the industry fall into challenging situations hence my support for The Licensed Trade Charity & Only A Pavement Away.
I’m often found on a bike but very rarely a Mountain Bike so this challenge will not be easy!
Like many people in hospitality I came into the industry as a way of earning money as a 16 year old and quickly realised that the industry offered an opportunity to build a career which will be dynamic, ever-changing and most importantly very enjoyable. Most of my career has been with three companies, Revolution in the 90’s, Marstons in the 2000’s and Robinsons since 2014. I am passionate about the opportunities the sector can provide at all levels to all types of people but also acutely aware that sometimes people in the industry fall into challenging situations hence my support for The Licensed Trade Charity & Only A Pavement Away.
I’m often found on a bike but very rarely a Mountain Bike so this challenge will not be easy!
Richard is Chief Innovation Officer at S4labour and having successfully operated with Geronimo Inns, All Bar One, Ask Italian, after starting his hospitality career as a graduate at M&B, and is now revolutionising labour deployment at S4labour, Richard, knows a thing or two about running a successful bar, restaurant, or pub.
Richard is a keen skier and is now setting his sights on riding his way to a huge load of money for a great charity and raising a glass to a very worthy cause.
Richard is Chief Innovation Officer at S4labour and having successfully operated with Geronimo Inns, All Bar One, Ask Italian, after starting his hospitality career as a graduate at M&B, and is now revolutionising labour deployment at S4labour, Richard, knows a thing or two about running a successful bar, restaurant, or pub.
Richard is a keen skier and is now setting his sights on riding his way to a huge load of money for a great charity and raising a glass to a very worthy cause.
Wayne Shurvinton is the Managing Director for Greene King’s Pub and Partners Business Unit, with a career spanning retail and hospitality across the UK, Europe and the Middle East.
Having lived in the Middle East for 18 months Wayne is very much looking forward to returning to the region which for him is a ‘home from home.’
As a non-cyclist there’s a fair amount of training that’s required to get him into a fit state (physically and mentally) but Wayne is excited to be doing this alongside a whole host of other riders from across the pub sector who will collectively stand behind two charities; ‘The Licensed Trade Charity’ and ‘Only a Pavement Away.’
Wayne Shurvinton is the Managing Director for Greene King’s Pub and Partners Business Unit, with a career spanning retail and hospitality across the UK, Europe and the Middle East.
Having lived in the Middle East for 18 months Wayne is very much looking forward to returning to the region which for him is a ‘home from home.’
As a non-cyclist there’s a fair amount of training that’s required to get him into a fit state (physically and mentally) but Wayne is excited to be doing this alongside a whole host of other riders from across the pub sector who will collectively stand behind two charities; ‘The Licensed Trade Charity’ and ‘Only a Pavement Away.’
Starting out in the industry straight from college, Joby joined Whitbread Beer Company and spent 15 years there seeing it change to what is now known as Budweiser Brewing Group, during that time Joby worked in the Wholesale channel and was part of the project team that saw the Direct Delivered business transitioned to regional wholesalers. During that time, building a strong allegiance to Bablake Wines, he was approached to join their board as sales & Marketing Director, a post he took up in late 2013. Working for Bablake’s until the sale to Amathus. He then joined the fantastic brewery, Budweiser Budvar, the State owned Czech brewery and home to the Original Budweiser beer working as Sales Director for the next 4 years. In late 2019 Joby finally crossed the great divide from drink to food as he joined Brakes, part of the Sysco family to head up their National On Trade channel.
Outside of this, he owns Waistcoat Wines, an independent wine merchant selling to both the public and the On Trade and acts as NED for PJB Drinks and The Barcode App, whilst also sitting on a committee of Scoo-B-Doo a charity to support the Neo Natal ward at Gloucester Royal Hospital.
Starting out in the industry straight from college, Joby joined Whitbread Beer Company and spent 15 years there seeing it change to what is now known as Budweiser Brewing Group, during that time Joby worked in the Wholesale channel and was part of the project team that saw the Direct Delivered business transitioned to regional wholesalers. During that time, building a strong allegiance to Bablake Wines, he was approached to join their board as sales & Marketing Director, a post he took up in late 2013. Working for Bablake’s until the sale to Amathus. He then joined the fantastic brewery, Budweiser Budvar, the State owned Czech brewery and home to the Original Budweiser beer working as Sales Director for the next 4 years. In late 2019 Joby finally crossed the great divide from drink to food as he joined Brakes, part of the Sysco family to head up their National On Trade channel.
Outside of this, he owns Waistcoat Wines, an independent wine merchant selling to both the public and the On Trade and acts as NED for PJB Drinks and The Barcode App, whilst also sitting on a committee of Scoo-B-Doo a charity to support the Neo Natal ward at Gloucester Royal Hospital.
I was welcomed into the hospitality industry in the summer of 2020, right in the middle of the pandemic, after being made redundant from my career in travel. Like many in the world at this time I was feeling pretty lost in what to do, but my experience has been nothing short of amazing since joining hospitality; meeting inspirational people, attending events, representing a respected tech company, and learning so much about the sector. There are so many career opportunities in hospitality that can upskill those seeking a new start.
It’s certainly taken me on some wild and wonderful journeys I hadn’t anticipated. I want this opportunity to be available for more people who are faced with far worse challenges in life. So I think it’s time to dust off my bike and get pedalling to support in raising money and awareness for Only A Pavement Away’s incredible cause! Wish me luck!
I was welcomed into the hospitality industry in the summer of 2020, right in the middle of the pandemic, after being made redundant from my career in travel. Like many in the world at this time I was feeling pretty lost in what to do, but my experience has been nothing short of amazing since joining hospitality; meeting inspirational people, attending events, representing a respected tech company, and learning so much about the sector. There are so many career opportunities in hospitality that can upskill those seeking a new start.
It’s certainly taken me on some wild and wonderful journeys I hadn’t anticipated. I want this opportunity to be available for more people who are faced with far worse challenges in life. So I think it’s time to dust off my bike and get pedalling to support in raising money and awareness for Only A Pavement Away’s incredible cause! Wish me luck!
Sam is the Founder of The Beautiful Pubs Collective, a highly acclaimed independent hospitality operator based in Leicestershire. Sam's hospitality career spans over two decades having worked for Scottish & Newcastle Retail, Spirit & The Orchid Group before launching Beautiful Pubs back in 2008. Sam is extremely passionate about pubs, people & the City of Leicester, acting a leading voice for hospitality locally & for the city's business community.
Outside of hospitality, Sam enjoys travelling with his fiancée Heather, has a boisterous Beagle called Hugo & is a life-long season ticket holder at Leicester Tigers. Having completed the original PFP in Jordan, Sam is truly excited about riding through Sri Lanka but also see’s it as his ultimate challenge to date but nevertheless is honoured to be riding for the two fantastic charities again.
Sam is the Founder of The Beautiful Pubs Collective, a highly acclaimed independent hospitality operator based in Leicestershire. Sam's hospitality career spans over two decades having worked for Scottish & Newcastle Retail, Spirit & The Orchid Group before launching Beautiful Pubs back in 2008. Sam is extremely passionate about pubs, people & the City of Leicester, acting a leading voice for hospitality locally & for the city's business community.
Outside of hospitality, Sam enjoys travelling with his fiancée Heather, has a boisterous Beagle called Hugo & is a life-long season ticket holder at Leicester Tigers. Having completed the original PFP in Jordan, Sam is truly excited about riding through Sri Lanka but also see’s it as his ultimate challenge to date but nevertheless is honoured to be riding for the two fantastic charities again.
James is Managing Director of Anglian Country Inns, the family owned pub and restaurant group. He has helped build the group with his family from a single site to a nine strong, eclectic mix of hospitality venues, picking up numerous industry awards along the way. Beyond the business, he is actively involved in the wider hospitality industry and sits on the UK Hospitality Council.
Alongside running pubs, James loves his rugby and sailing and has occasionally been known to ride a bike. He is relishing the challenge of this ride and raising lots of money for such a worthwhile cause.
James is Managing Director of Anglian Country Inns, the family owned pub and restaurant group. He has helped build the group with his family from a single site to a nine strong, eclectic mix of hospitality venues, picking up numerous industry awards along the way. Beyond the business, he is actively involved in the wider hospitality industry and sits on the UK Hospitality Council.
Alongside running pubs, James loves his rugby and sailing and has occasionally been known to ride a bike. He is relishing the challenge of this ride and raising lots of money for such a worthwhile cause.
Paula is Head of Marketing at the Licensed Trade Charity. She has been with the LTC for 9 years and is passionate about raising awareness of the free support they offer to licensed hospitality individuals and the organisations they work for.
Paula is looking forward to the PFP2023 challenge.
Paula is Head of Marketing at the Licensed Trade Charity. She has been with the LTC for 9 years and is passionate about raising awareness of the free support they offer to licensed hospitality individuals and the organisations they work for.
Paula is looking forward to the PFP2023 challenge.
Katy started up KAM Media in 2014 after spotting a gap in the market for a creative, results-driven research and content agency. Katy is passionate about restaurants, pubs, bars (and not just about being in them!) and grocery retail. She has worked with pub and bar companies as a consultant since what seems like the dawn of time, and has run bespoke and syndicated research programmes for pub companies and suppliers like Punch, Ei Group, St Austell, Shepherd Neame, First Drinks, Britvic, Diageo, Carlsberg and many, many more.
Pedalling for Pubs was thought up by Katy after she took part in a similar cycle ride for charity with grocery industry colleagues through Vietnam in February 2019. She took the idea to the LTC and OAPA and they thought it was a great idea and so PFP was born!
Katy started up KAM Media in 2014 after spotting a gap in the market for a creative, results-driven research and content agency. Katy is passionate about restaurants, pubs, bars (and not just about being in them!) and grocery retail. She has worked with pub and bar companies as a consultant since what seems like the dawn of time, and has run bespoke and syndicated research programmes for pub companies and suppliers like Punch, Ei Group, St Austell, Shepherd Neame, First Drinks, Britvic, Diageo, Carlsberg and many, many more.
Pedalling for Pubs was thought up by Katy after she took part in a similar cycle ride for charity with grocery industry colleagues through Vietnam in February 2019. She took the idea to the LTC and OAPA and they thought it was a great idea and so PFP was born!
Kathleen has a wealth of background in card processing; be it Face to Face Chip and Pin, Online Payments, Mobile Apps or Integrated Payments she’s a fountain of knowledge. Currently managing Barclay's strategic partnerships, her daily role sees her developing some really exciting propositions for organisations.
A self-confessed exercise-phobe, PFP2023 will be a difficult challenge for Kathleen, but she’s keen to swap her horse saddle for a bike one to raise money to support an amazing cause.
Kathleen has a wealth of background in card processing; be it Face to Face Chip and Pin, Online Payments, Mobile Apps or Integrated Payments she’s a fountain of knowledge. Currently managing Barclay's strategic partnerships, her daily role sees her developing some really exciting propositions for organisations.
A self-confessed exercise-phobe, PFP2023 will be a difficult challenge for Kathleen, but she’s keen to swap her horse saddle for a bike one to raise money to support an amazing cause.
Andy has worked in the hospitality industry for over two decades and has extensive experience in both the leased & tenanted and managed pub sectors. He has held senior roles at Greene King, Metropolitan Pub Company and Brewhouse & Kitchen. He has been with Punch for over 3 years as Managing Director of Operations and has recently taken on the role of Chief Operating Officer. Andy is a keen skier and likes a challenge, so swapping his skis for pedals to raise funds for these fantastic charities was an opportunity not to be missed!
Andy has worked in the hospitality industry for over two decades and has extensive experience in both the leased & tenanted and managed pub sectors. He has held senior roles at Greene King, Metropolitan Pub Company and Brewhouse & Kitchen. He has been with Punch for over 3 years as Managing Director of Operations and has recently taken on the role of Chief Operating Officer. Andy is a keen skier and likes a challenge, so swapping his skis for pedals to raise funds for these fantastic charities was an opportunity not to be missed!
Mark is co-founder and MD of Fleet St Communications, an agency working with hospitality, leisure, food and drink companies across the PR spectrum from landmark campaigns, brand building, product and venue launches through to corporate comms, CEO and leadership messaging, reputation and crisis management. Until recently he only used a bike for getting to and from the pub, and occasionally, the odd commute to work, but is nevertheless looking forward to the challenge, and most importantly, to raising lots of cash for two brilliant charities that make a life-changing difference to people in pubs and hospitality.
Mark is co-founder and MD of Fleet St Communications, an agency working with hospitality, leisure, food and drink companies across the PR spectrum from landmark campaigns, brand building, product and venue launches through to corporate comms, CEO and leadership messaging, reputation and crisis management. Until recently he only used a bike for getting to and from the pub, and occasionally, the odd commute to work, but is nevertheless looking forward to the challenge, and most importantly, to raising lots of cash for two brilliant charities that make a life-changing difference to people in pubs and hospitality.
Amber has enjoyed over 20 years in the hospitality sector – beginning as a waitress and progressing to various roles as Head of Sales for Novus Leisure and LateNightLondon, Director of Sales for Drake & Morgan, and Sales & Marketing Consultant with both the Deltic Group and Casual Dining. Amber’s working life reflects a genuine and abiding love for the industry.
In early 2019 Amber launched her own business: Bums on Seats. This was the culmination of a dedicated period of learning from others, including many exceptional mentors, and total belief in the opportunities offered by her type of business. Covid lockdowns and other challenges spurred Amber on to make Bums on Seats even more dynamic than originally envisaged, developing the industry’s first officially endorsed training programme, as well as delivering proven Marketing and Sales expertise for her clients.
Spreading her wings on the back of a growing reputation, Amber began delivering advice and guidance via podcasts and other media forums. These encompassed a range of topical products, including the drive for customer loyalty, planning for seasonal activities, as well as helping young women in business, and the imperative for everyone of maintaining a healthy lifestyle - whether physical or mental.
On a more personal level, Amber will often talk about having attended several different schools across the UK as her family embraced new challenges, experiencing both state and private education on her journey, cementing her love of forming new friendships whilst staying loyal to others. Amber has also put people and philanthropic causes at the centre of her life, for example by ensuring that Bums on Seats is closely aligned with the charity Only a Pavement Away. Seeing the Bums on Seats workforce grow to become inspiring loyal members (the Bums ‘family’) also reflects her love of people.
Amber attributes her work ethic and success as an entrepreneur to her enthusiasm, willingness to embrace a range of different skills including business development and leadership, and building genuine relationships within the sector. Amber has an eye for spotting opportunities to make a difference and continues to be the ‘go to’ person in her field with the ability to spot trends and deliver improvements across the board for Bums clients.
As we emerge from Covid there are new challenges for the hospitality industry to face, but Amber will tell you that with these come new opportunities, and those bars, restaurants or hotels willing to embrace small but important changes in the way they interact with customers will be the winners going into 2022 and beyond.
Above everything, Amber’s career has been characterised by a passionate belief in Hospitality and its influence on individual wellbeing and happiness. Being nominated for the Best Business Women Award 2020 she found both astonishing yet welcome and personally very encouraging. If you love the industry like Amber does, you will understand why it became the centre point of her life!
Amber has enjoyed over 20 years in the hospitality sector – beginning as a waitress and progressing to various roles as Head of Sales for Novus Leisure and LateNightLondon, Director of Sales for Drake & Morgan, and Sales & Marketing Consultant with both the Deltic Group and Casual Dining. Amber’s working life reflects a genuine and abiding love for the industry.
In early 2019 Amber launched her own business: Bums on Seats. This was the culmination of a dedicated period of learning from others, including many exceptional mentors, and total belief in the opportunities offered by her type of business. Covid lockdowns and other challenges spurred Amber on to make Bums on Seats even more dynamic than originally envisaged, developing the industry’s first officially endorsed training programme, as well as delivering proven Marketing and Sales expertise for her clients.
Spreading her wings on the back of a growing reputation, Amber began delivering advice and guidance via podcasts and other media forums. These encompassed a range of topical products, including the drive for customer loyalty, planning for seasonal activities, as well as helping young women in business, and the imperative for everyone of maintaining a healthy lifestyle - whether physical or mental.
On a more personal level, Amber will often talk about having attended several different schools across the UK as her family embraced new challenges, experiencing both state and private education on her journey, cementing her love of forming new friendships whilst staying loyal to others. Amber has also put people and philanthropic causes at the centre of her life, for example by ensuring that Bums on Seats is closely aligned with the charity Only a Pavement Away. Seeing the Bums on Seats workforce grow to become inspiring loyal members (the Bums ‘family’) also reflects her love of people.
Amber attributes her work ethic and success as an entrepreneur to her enthusiasm, willingness to embrace a range of different skills including business development and leadership, and building genuine relationships within the sector. Amber has an eye for spotting opportunities to make a difference and continues to be the ‘go to’ person in her field with the ability to spot trends and deliver improvements across the board for Bums clients.
As we emerge from Covid there are new challenges for the hospitality industry to face, but Amber will tell you that with these come new opportunities, and those bars, restaurants or hotels willing to embrace small but important changes in the way they interact with customers will be the winners going into 2022 and beyond.
Above everything, Amber’s career has been characterised by a passionate belief in Hospitality and its influence on individual wellbeing and happiness. Being nominated for the Best Business Women Award 2020 she found both astonishing yet welcome and personally very encouraging. If you love the industry like Amber does, you will understand why it became the centre point of her life!
Luke is the Founder of Lucky Saint. In three short years, Lucky Saint has become the UK's leading specialist alcohol-free beer brand.
Stocked in over 30 Michelin starred restaurants, casual dining institutions like Dishoom and Honest Burgers, not to mention some of the UK's finest pubs. And now, Lucky Saint is pioneering alcohol-free beer on draught.
Luke is a keen runner, skier and (more recently) cyclist. He is relishing the prospect of adventuring through Jordan and in doing so, raising valuable funds for these two charities.
Luke is the Founder of Lucky Saint. In three short years, Lucky Saint has become the UK's leading specialist alcohol-free beer brand.
Stocked in over 30 Michelin starred restaurants, casual dining institutions like Dishoom and Honest Burgers, not to mention some of the UK's finest pubs. And now, Lucky Saint is pioneering alcohol-free beer on draught.
Luke is a keen runner, skier and (more recently) cyclist. He is relishing the prospect of adventuring through Jordan and in doing so, raising valuable funds for these two charities.
Sophie joined HEINEKEN UK in 2016 as Head of Public Affairs, and has been Head of Corporate Affairs (Star Pubs and Bars) since 2018.
Prior to joining HEINEKEN, she worked in the Corporate Affairs team at Sainsbury’s PLC, and also advised the British Beer and Pub Association and Diageo during her 5 years at Hanover Communications.
She is a passionate supporter of pubs and alongside sitting on the management team of HEINEKEN’s UK pub business, is a keen cyclist in her spare time. Sophie is looking forward to the challenge of the ride and raising lots of money for a worthwhile cause, one which HEINEKEN has long-supported.
Sophie joined HEINEKEN UK in 2016 as Head of Public Affairs, and has been Head of Corporate Affairs (Star Pubs and Bars) since 2018.
Prior to joining HEINEKEN, she worked in the Corporate Affairs team at Sainsbury’s PLC, and also advised the British Beer and Pub Association and Diageo during her 5 years at Hanover Communications.
She is a passionate supporter of pubs and alongside sitting on the management team of HEINEKEN’s UK pub business, is a keen cyclist in her spare time. Sophie is looking forward to the challenge of the ride and raising lots of money for a worthwhile cause, one which HEINEKEN has long-supported.
Julian is an experienced entrepreneur with specialisms in enterprise sales, business growth strategy, and building strong and lasting business relationships and networks. Julian’s career began as Audit & Accounts Manager with Josolyne & Co Chartered Accountants & Business Advisers in Cheshire, followed by 8 years as Account Manager at ntl:Telewest.
After identifying a gap in the market for a Wi-Fi data capture and guest engagement solution, specifically tailored to meet the needs of the hospitality sector, Julian founded Wireless Social, hospitality Wi-Fi and analytics specialists, in 2013.
Julian is an experienced entrepreneur with specialisms in enterprise sales, business growth strategy, and building strong and lasting business relationships and networks. Julian’s career began as Audit & Accounts Manager with Josolyne & Co Chartered Accountants & Business Advisers in Cheshire, followed by 8 years as Account Manager at ntl:Telewest.
After identifying a gap in the market for a Wi-Fi data capture and guest engagement solution, specifically tailored to meet the needs of the hospitality sector, Julian founded Wireless Social, hospitality Wi-Fi and analytics specialists, in 2013.
