December 23, 2022 - Bath, UK: On Tuesday, 20th December SHIFT Active Media set out to cover as many KM’s on Zwift as possible in 24 hrs, in aid of World Bicycle Relief.

SHIFT CEO, Wayne Brown set off at 17:30, followed by the rest of the SHIFT Active Media team with all-out max efforts through the day and night. 23 hrs later, the challenge was completed by Allison Dufosee, World Bicycle Relief UK’s CEO.

Twenty six members of the SHIFT team took turns in the virtual world of Watopia, with GCN presenter Ollie Bridgewood also joining for an hour to help support World Bicycle Relief and the SHIFT fundraiser, adding an impressive 43 km to the total mileage. World Bicycle Relief CEO Allison completed the final stretch of the challenge, crossing the line in emphatic style; surrounded by many of the SHIFT team and setting a high benchmark for next year’s fundraising challenge. After 24 hrs of non-stop riding, SHIFT Active Media rode a total of 898.5 km, and averaged a speed of over 37.4 kph.

World Bicycle Relief’s mission is to mobilise people through The Power of Bicycles®. They create purpose-designed Buffalo Bicycles which withstand the challenging terrain and conditions in low-income, rural areas around the world. In areas where transportation options are limited, a bike is a life-changing tool that helps individuals transform their futures. Granting communities access to education, healthcare and economic opportunities, World Bicycle Relief is committed to helping people conquer the challenge of distance, achieve independence and thrive.

SHIFT achieved double the original fundraising target, with a huge thanks to all who supported, contributed and donated. A special thank you to SHIFT clients who gave prizes; Brompton, fizik, LOOK, Bikmo Bike Insurance, Extra UK and The Cycle Show.

The total raised was £2,396, with SHIFT rounding the final figure up to £3,000 - the equivalent of 24 Buffalo Bicycles. We’re hoping to beat the total in 2023 so watch this space.