London market breaks world record and raises over £50k for charity

The London market  has officially broken the world record for the most participants in a static cycle relay.

The EC3 Relay, which was put on by Aventum, saw participants cycle at least 1km each in scheduled slots on a static bike placed on a purpose-built stage.

The event began at 10am on Tuesday, 10 July and finished just before 4pm two days later.

Some 1,237km was covered during the event, while a record-breaking 560 riders took part.

And the (re)insurance firm was also able to raise £55,685 for Cancer Research as part of the attempt, beating its £50,000 target.

An official from Guinness World Records presented Aventum chief marketing officer Matt Field with a certificate to mark the achievement.

“We are now officially holders of a new Guinness World Record,” Field said on LinkedIn.

“EC3 Relay epitomised why the hashtag #londonmarket is truly unique when it’s united for a common goal. Competition put aside for an amazing cause.

“With donations still coming through, our current fundraising for Cancer Research stands at an incredible £55,685.

“There are so many people who made this possible.”

Media partner

Insurance Times was a media partner for the event and the team had a go on the bike on the final day of running.

Editor Katie Scott went first, followed by deputy editor Yiannis Kotoulas and news editor James Cowen.

“It has been an absolute privilege to be involved in Aventum Group’s EC3 Relay,” Scott said.

“We’ve been involved early doors as exclusive media partner. What a fantastic atmosphere as we took to the bike for our turn in the relay this afternoon.

“The London market smashed it – world record achieved with 560 riders participating in the relay over the last three days.

“A brilliant initiative and over £55,000 raised for Cancer Research UK too.”