Starting with the second edition of The Route in July 2025, we will leverage our deep cycling marketing expertise and industry network to drive awareness, encourage participation, and support fundraising efforts. Our PR team will manage ongoing media relations and storytelling to raise the profile of the event, increase engagement, and maximise sign-ups.

We will work closely with cycling and broader national and regional media to showcase this unique women-only cycling challenge, where amateur female cyclists will tackle every stage of the Tour de France Femmes Avec Zwift one day ahead of the professional race. Our campaign will focus on communicating the charitable impact of The Route, boosting its visibility, and enhancing its fundraising potential for Cure Leukaemia’s ATICUS Network – a world-first paediatric transplant trials initiative.

James McLaughlin, CEO of Cure Leukaemia, said: “We’re delighted to be partnering with SHIFT Active Media as we look to build on the success of The Route’s first event in 2024. SHIFT’s reputation and expertise in cycling media and PR make them the perfect partner to help us elevate the event’s profile, engage even more riders, and ultimately drive greater fundraising for Cure Leukaemia and our new, pioneering ATICUS Network.”

Wayne Brown, our CEO at SHIFT Active Media, said: “We rarely get the chance to bring our cycling expertise to a cause that transcends the world of bikes. In partnering with Cure Leukaemia, we have the opportunity to not only promote the sport we love but also shine a light on a heroic challenge – The Route – that raises funds for vital, life-saving research. We’re committed to helping Cure Leukaemia maximise its impact by leveraging our global network to grow awareness, inspire participation, and make a real difference.”

Donate by visiting The Route 2025 JustGiving Page

Find out more about Cure Leukaemia

Find out more about The Route

About Cure Leukemia

With a new blood cancer diagnosis every 27 seconds worldwide, Cure Leukaemia funds research nurses and clinical roles at blood cancer centres across the UK, providing patients with access to innovative and potentially life-saving treatments through clinical trials.

Raising funds and driving donations through high-profile, sporting challenges such as Tour 21 and The Route, Cure Leukaemia facilitates scientific advancements in blood cancer therapies and contributes to global progress in decreasing the number of people impacted by the disease worldwide.