A physical challenge for a virtual event to raise funds for BEN

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Join the IMI’s 100 challenge and raise funds for the automotive charity

Encouraging its own employees and the wider automotive community to engage in a physical challenge to help support mental health and wellbeing in the sector, the Institute of the Motor Industry (IMI) has partnered with the industry charity BEN to create the IMI 100 challenge. As well as a creating some much-needed community comradery this 3-week long virtual event is part of the IMI’s efforts towards fulfilling its £100,000 Centenary target for the charity.


Steve Nash, CEO of the IMI and Chairman of BEN commented: “At the beginning of the year, we pledged we would raise £100,000 throughout our centenary year for BEN. This charity does some incredible work supporting people across the motor industry no matter what challenge they’re facing. We were fortunate we could start working on this promise at our Centenary Dinner, but shortly after that event, the country went into lockdown. With social distancing restrictions, we’ve had to rethink our fundraising efforts. As drivers of innovation within the industry, and through our partnership with BEN and the virtual events company ‘My Virtual Mission’, we have come up with a solution.”

The IMI 100 challenge asks participants to complete a virtual route of 100 miles from IMI head offices in Brickendon to the British Motor Museum Gaydon, using the exercise of their choice. Starting on Monday 28 September, participants will have three weeks to complete the route.

The physical exercise can be anything – swimming, cycling, walking, attending a gym class, even playing basketball or football. It’s just a question of completing the distance. Participants can measure the kilometres covered on fitness apps, such as Fitbit, Strava and Garmin, or by using an online chart and manually recording the equivalent steps taken. For instance, high intensity aerobics equates to approximately 0.09 miles (0.15 km) covered/minute, while moderate cycling equates to 0.3 miles (0.14km) covered. Participants can track themselves on the map and using google maps zoom in to see their new location.

“Through this virtual activity challenge, we are bringing people together, encouraging an active lifestyle and raising awareness of BEN”, added Steve Nash. “Whether you’re retired and need support, or are in work dealing with mental health, financial worries or physical issues BEN has the resources to help, including a helpline and a range of online tips, advice & tools accessible at www.ben.org.uk.

“Everyone has different challenge in life and the diverse range of support services BEN offers is more important than ever when facing the uncertainty and numerous challenges of COVID-19.”

The IMI 100 challenge

Virtual Event – IMI Offices, Brickendon to The British Motor Museum, Gaydon.
Start date: 28th September for 3 weeks
Registration fee: £5.25 per person to cover app costs or £15.00 per person to cover app costs and a BEN t-shirt
Minimum Fundraising Target: £50 per person
To register for the event visit https://register.enthuse.com/ps/event/IMIVirtualEvent