BEN and IMI team up for 100 challenge

Published:  15 September, 2020

The IMI is teaming up with BEN to create the IMI 100 challenge, a new three-week long virtual sports event with one goal being the  fulfilment the organisation’s £100,000 Centenary target for the charity.

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. 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.

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. 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.”

Steve added: “Through this virtual activity challenge, we are bringing people together, encouraging an active lifestyle and raising awareness of BEN.”

The IMI 100 challenge begins on 28 September and runs for three weeks. The registration fee is £5.25 per personcover app costs or £15.00 per person to cover app costs and a BEN t-shirt. Minimum fundraising target is £50 per person.

To register for the event visit

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