The staff of Plymouth-set bike shop Certini Bicycle will spend the next month growing moustaches.
Confused? Then you've probably never heard of Movember – a moustache growing charity event held during November every year to raise funds and awareness for men's health.
There's no word yet on the style of moustaches Certini Bicycle will plump for (handlebar surely?) but they have confirmed they'll be raising funds and awareness for Prostate Cancer charities and men's health in general.
Certini is giving away a very limited edition helmet as an incentive to get customers donating. Courtesy of Specialized, a S-Works Prevail World Champ replica series helmet – one of nine in the UK – will be on offer for one lucky customer pledging the highest donation on Certini's Movember team page.
There's more on Movember here.
Are any other members of the cycle trade taking on the Movember challenge? Let us know in the comments box below.