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Submitted by on May 15, 2019 – 6:30 am |

Martin Elwell charity cycle rideKeen cyclist Martin  Elwell is going to great lengths to support Alzheimer’s Society, his company’s chosen charity, by tackling a 100-mile cycle challenge on Sunday 12 May.

The 51-year-old marketing manager at Scrivens Opticians & Hearing Care will join 17,000 riders in the Vélo Birmingham & Midlands, which starts and finishes in Birmingham city centre. He hopes to complete the route on closed roads around the region in around six hours and raise £400 for the cause.

Martin, who regularly cycles from home in Quinton to work at Edgbaston, said: “My plan is to take it easy for the first 50 miles and step it up for the second part of the route. I’ll need some energy at the end too as I’ll be cycling home!

“I’m looking forward to the experience and knowing it is for Alzheimer’s Society will spur me on. It’s a cause I care about because it affects so many families and is Scrivens’ chosen charity.”

Martin is no stranger to epic cycle rides. In 2016 he took part in the 100 mile Official Sportive of the Tour of Britain, The Tour Ride Worcestershire, for the same cause.

Anyone who wants to sponsor his latest challenge can go to

The Vélo will take riders on a tour of the Midlands through Birmingham, Coventry, Solihull, Warwickshire, Dudley and Sandwell. With around 1,500m of climbing, the route is fairly undulating with a few climbs to navigate on the day.

Scrivens is supporting Alzheimer’s Society as its chosen charity for a fifth successive year because there is evidence of a link between uncorrected hearing loss and dementia, including Alzheimer’s.

The family business, which was established in 1938, has 181 stores in England and Wales and over 1,100 employees.

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