Aegon CEO Otto Thoresen will this week join 24 other cyclists in a 10-day 1,000-mile bike ride to raise £100,000 for charity.
A total of 25 chief executives and senior managers from across financial services will ride from Land's End to John O'Groats, starting on Friday, to raise cash for Naomi House Children's Hospice.
Charity initiative Moneyspinners is the umbrella fundraising group and has already received £20,000 from Santander. Otto is on course to raise £15,000.
Professor Khalid Aziz, chairman of Naomi House, says: "[This money] will be of huge benefit to the children, young people and families who stay at Naomi House.
"I would like to wish my very best to all those taking part in the Land's End to John O'Groats challenge."
Moneyspinners has launched an interactive website enabling viewers to track the riders' progress and donate. Click here.
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