J E James has linked up with sports mad TV personality Tim Lovejoy to raise money and awareness for a Neuroblastoma charity.
Having accepted an invite from Mark Cavendish complete a 300 mile ride from Liege to London, previous cyclephobic Lovejoy has since taken to two wheels and will continue to raise money for charity in the saddle.
J E James Cycles social media and marketing manager Andy Liversidge contacted Lovejoy via Twitter earlier this year and the conversation turned to improving fitness levels. The online giant then decided to supply Lovejoy with a turbo trainer to assist in his long distance endurance.
Liversidge said: “At JE James Cycles we’re starting to use Social Media more as a tool to not only communicate with our customer base, but also as a platform to make a difference through getting on your bike and going for a ride. Earlier this year myself and a couple of the boys put ourselves to the test with a charity ride for a girl suffering from Neuroblastoma. Some people may remember it, three of us rode turbo trainers outside our Rotherham store and clocked up 300 miles in total and 100 miles each within about seven hours. Not only did we find out about that cause and the very inspirational Niamh Curry via Twitter, but we also got lots of support and donations by using social media. Sadly Niamh lost her battle before her family could reach their target to get her the treatment she needed over in the US, which was difficult for myself and the lads to come to terms with. It’s great to see her family continuing to raise money in her memory for Neuroblastoma and we really wish them all well.”
“Having spoken to Tim Lovejoy on a couple of occasions before, I asked him what he’d be doing over winter, I thought it would be a great idea to help him through the rainy season to keep his cycling flame alive and help him attack any of his 2013 goals head on. He’s someone who’s a well known guy in the sports world, and for someone like him to back cycling and get involved in charity work by riding a bike makes him someone worth helping in my opinion. He’s got a great chance of raising lots of money for different causes, and if we can support that, and get cycling in the public eye then it can only be a good thing.”Article continues below