Being a fairly committed road warrior (some might say lycra lout) myself, the fairly committed bunch of pretty hardcore cycling and triathlon enthusiasts in the UK channel has not escaped my notice.
But as hardcore goes I can't hold a candle to this one. Helmets off to Cisco's UK and Ireland chief exec Phil Smith, who is as we speak heading north to embark on a 220 mile charity trek across the Scottish Highlands from John O'Groats to Fort William.
Phil is joining a team from Cisco, along with several hundred other riders, hoping to raise £1m for the British Paralympic Association.
The Paralympic Association does great work ensuring that the UK's top disabled athletes are prepared to take on the world's finest at the Paralympic Games. It is severely underfunded, and with the London 2012 games just around the corner the pressure is on to turn in a world class performance before a home crowd.
You can sponsor Phil at his JustGiving page. Good luck, Phil, and remember; you can't go wrong with chamois cream and Lucozade.
This was first published in June 2011