Cycling duo focus on charity ride for Alzheimer’s

Post on 6th October 2016

Two Birmingham-based colleagues have their sights set on raising money for Alzheimer’s Society, their company’s charity of the year, by taking on a 100 mile cycle challenge.

Marketing managers Martin Elwell, aged 48, and Gemma Bradnack, 27, from Scrivens Opticians & Hearing Care, will saddle up to join the Official Sportive of the Tour of Britain, The Tour Ride Worcestershire, on Sunday 9 October.

They’ve chosen the longest of the mass participation event’s three routes, a testing course that takes in iconic climbs in the Malvern Hills. They hope to complete it in under six hours.

Martin, who regularly cycles from home in Quinton to work at Edgbaston, said: “We are both keen cyclists and this is an opportunity to test ourselves and raise money for Alzheimer’s Society. It’s a cause close to our hearts because it affects so many families and it is Scrivens’ charity of the year.”

Gemma, who lives in Sutton Coldfield, said: “We want to raise as much as possible and have already gone past our original £500 target. I have never cycled 100 miles before. It is probably the hills I am most nervous about so I’m glad they are at the start and not the finish. We’ve both put in extra training and are hoping for good weather.”

The ride starts and finishes close to Worcester Racecourse and has a total ascent of 2000 metres (6561 feet). Inspired by the Tour of Britain, it gives amateur cyclists the chance to have the professional experience of a testing ride with support stations along the route, plus a medal for all finishers.

Colleagues at Scrivens head office and its network of 177 branches have come up with a range of activities to raise funds and awareness for Alzheimer’s Society. There is growing evidence of a link between hearing loss and dementia, including Alzheimer’s.

To sponsor Martin and Gemma’s charity ride visit

Martin Elwell and Gemma Bradnack of Scrivens, charity cycle ride