Phoenix Marketing Charity Bike Ride
From Tragedy to Triumph: Phoenix Founder, Stuart Cycles 957 Miles for Sussex Cancer Fund
At Phoenix Marketing, we’re immensely proud to support our founder and director, Stuart Humphrey, as he takes on a monumental personal and physical challenge: cycling 957 miles from London to Edinburgh and back to raise vital funds for the Sussex Cancer Fund.
A Life-Altering Moment
Just two years ago, Stuart’s life changed in an instant. While descending the steep slopes of Ditchling Beacon on a training ride, he collided with the back of a stationary hearse. The impact left him with a bleed on the brain, multiple head injuries, and broken ribs. He spent over a week in critical condition and couldn’t stand or breathe properly when he first regained consciousness.
“I remember saying to the driver that if I didn’t make it to the hospital, he could fast-track me to the morgue,” Stuart reflects with characteristic dark humour. “There was an empty coffin in the hearse — and for a moment I thought I might end up in it.”
But through determination and the support of loved ones, Stuart pulled through. Now, he’s channelling his recovery into something truly meaningful.
The Challenge: London–Edinburgh–London
From 3–8 August 2025, Stuart will join around 2,000 cyclists on the London–Edinburgh–London ride — a grueling endurance event held every four years. The 957-mile course must be completed in just 128 hours, taking riders through some of the UK’s most breathtaking landscapes across England and Scotland.
Stuart has been training rigorously for over a year, clocking up more than 5,000 miles in the saddle and conquering a staggering 250,000 feet in elevation — the equivalent of climbing Mount Everest 8.5 times!
Riding in Memory, Riding for Hope
This journey is not just about personal endurance. Stuart is riding in memory of his close friend Cliff Ketteridge, who sadly passed away from a brain tumour in 2021. Stuart has chosen to support the Sussex Cancer Fund — a small but impactful charity that supported Cliff and his wife Dawn during an incredibly difficult time.
“The Sussex Cancer Fund helps nearly every cancer patient in Sussex in some way, even if they don’t realise it,” says Stuart. “They fund vital research, purchase equipment for hospitals, and offer complementary therapies to make patients’ experiences just a little easier.”
Community, Sponsors and a Special Thank You
Stuart has already raised hundreds of pounds and aims to raise at least £957 — £1 for every mile ridden. His journey wouldn’t be possible without the incredible support he’s received from both sponsors and family:
Dolphins Optometrists have provided prescription cycling glasses.
SKS Germany donated high-performance cycling kit.
The Well Balanced Centre are supporting his training and preparation.
And crucially, Stuart credits his wife Lizzi — a physiotherapist — for making the ride a reality. “I only got a spot on the oversubscribed event because she volunteered to help out during the week. Luckily, she’ll also be on hand if I need emergency physio!”
Support Stuart’s Ride
At Phoenix Marketing, we believe in giving back to the community and supporting causes that matter. Stuart’s story is one of resilience, passion, and hope — and we’re honoured to share his journey.
If you’d like to support Stuart and help the Sussex Cancer Fund continue its vital work, please consider donating through the link below.
To find out more about the Sussex Cancer Fund, visit sussexcancerfund.co.uk.