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Businessman bids to cycle to London to raise money for We Love Lichfield

A Lichfield businessman is getting on his bike to raise money for charity.

John Heeler

John Heeler

John Heeler will be cycling from the clock tower in the city to Big Ben in London to raise money for the We Love Lichfield fund.

The ride on July 8 will also feature his friends Richard Matthews and John Poulton, with the trio hoping to complete the 160 mile journey in a day.

John, who heads up creative design agency Straightforward, said the challenge was double pronged.

“I’ve been involved with We Love Lichfield for the past three years and have seen the incredible work they do with not only raising the profile of a city I was raised in, but also helping the various charities in and around it,” he said.

“Having my business in the city was an important part when I set it up 16 years ago, and I think it’s equally important to give some of your time and experience back to the community. This is the ethos of We Love Lichfield and the fact that money raised is invested in being able to provide support in the future to community groups, throughout the Lichfield district.”

The riders say they are not regular cyclists, but are hoping the challenge will be plenty of fun.

“I have always thought this would be a great adventure and personal challenge, and it would be amusing to see if we could cycling the distance in a day.

“While I’m sure many experienced cyclists could do it quite easily, it will be a challenge for us, but one that we will relish and enjoy – even the hills.

“If we can raise a little bit of money too along the way for We Love Lichfield, then that will just be the icing on the cake,” he said.

John is also going to be helped by Freedom Cycles in Lichfield, who will be ensuring the trio will be fully prepped, giving them essential training in changing tyres, chains and inner tubes, before they set off.

Simon Price, patron of We Love Lichfield, said: “We are really grateful of anyone who raises money for the cause, and John and the team are no exception.

“We are sure they will have a great day and look forward to hearing about their adventure.”

To help the team raise money, visit

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Founder of LichfieldLive and editor of the site.