Michael Bonney of Orange is in hospital following a fall from his road bike during a sportive in Cumbria on Sunday. He was taking part in the Eden Valley Epic near his home. No motor vehicles were involved, says a statement from Orange.
Bonney was airlifted to Newcastle's Royal Victoria infirmary where he remains in a very critical condition. He has a suspected broken back.
Orange describes Bonney as the company's "lynchpin". He's responsible for the company's impressive social media reach and also spends much of the year on company business in Asia.
A company statement from Orange said:
"Michael is an extremely popular person with huge amount of friends. As he is a big advocate of social media we will keep [people] up-to-date through our Facebook page."
This page is now being visited by trade members who know Bonney. Staff from North West Mountain Bike Centre wrote:
"Michael, get well soon & we are all thinking of you & Linzie, with love from Andy & Fliss Kyffin, Rick, Dieter & Kyle at NWMTB."