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Scrivens marketing manager takes on 100 mile cycle challenge

Martin Elwell will ride in the Vélo Birmingham & Midlands to raise money for the Alzheimer’s Society

Martin Elwell
The marketing manager at Scrivens Opticians & Hearing Care will take part in a 100-mile cycling challenge in support of the Alzheimer’s Society.

Martin Elwell, who is a keen cyclist and regularly rides from his home in Quinton to work in Edgbaston, is aiming to raise £400 and complete the route in six hours.

The Vélo Birmingham & Midlands event takes place this weekend (12 May) with 17,000 riders starting and finishing in Birmingham city centre, riding through places such as Coventry, Solihull and Dudley.

Mr Elwell 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.”

Scrivens is supporting the Alzheimer’s Society as its chosen charity for the fifth consecutive year because of evidence that has found a link between uncorrected hearing loss and dementia.