When 45+ men fundraise, they raise more per person than in any other demographic. But few were fundraising for Cancer Research UK. Cycling is a key charitable activity for the demographic, with the category dominated by prestigious, closed-road events like Ride London and the Tour de Yorkshire. Our challenge was to entice this valuable group to fundraise on behalf of CRUK – but we didn’t have an event of our own. So, we identiﬁed Strava, with its competitive and engaged community of cyclists, as the perfect partner, and activated the ﬁrst charity challenge in the UK through their app. Our sponsored challenge on Strava led to a brilliant £62k of income, at an ROI of 2:1 – predominantly raised by this key older male audience.