Mark Arthur, Chief Executive of Nottingham Forest F.C., is to undertake one of the most arduous sporting challenges in Britain.

The 48-year-old and four friends are to cycle from Land’s End to John O’Groats for charity. They hope to complete the 900-mile route in eight days.

Mr. Arthur will be cycling in aid of the Danielle Beccan Memorial Trust set up in memory of a teenage girl tragically killed in a drive-by shooting in Nottingham in 2004.

The Trust, Forest’s nominated charity for 2007, is aiming to set-up a centre for performing arts and personal development in Nottingham.

Danielle’s mother Paula Platt said: “We are extremely grateful for the support we have received so far from Nottingham Forest and their supporters.

“We’re delighted and honoured that Mark is going to such lengths to raise funds for the Trust and would like to wish him and his fellow cyclists the very best of luck.”

A keen cricketer and golfer, Mr. Arthur is a newcomer to the world of cycling but is relishing the challenge.

“I’m fast approaching my 50^th birthday and when someone mentioned the possibility of doing the Land’s End to John O’Groats ride, it was a case of now or never,” he explained.

“I’ve been in training for six months now and have enjoyed it so much that I wish I had taken up cycling 30 years ago.

“It’s a great form of exercise and doesn’t put too much strain on joints like knees, which is important at my time of life.”

Mr. Arthur will be joined on his ride by former professional cyclist Dave Miller, Pete Cook, Alasdair Morrison and Simon Christy.

He added: “We’re looking to average more than 100 miles a day. Dave would like to try and cover the route even quicker but forgets the rest of us are mere mortals.

“People who have done the ride before say the first two days are the hardest but hopefully we’ll get good weather … and a prevailing wind!”

The five are planning to launch their ride on Monday, September 10 from Land’s End and hope to arrive in John O’Groats the following Monday.

They are being supported on their ride by For Goodness Shakes, the UK’s first great tasting sports recovery drink endorsed by Olympic decathlete Dean Macey.

Please note Nottingham Council for Voluntary Service are collecting all the money raised by Mr. Arthur on behalf of the Danielle Beccan Memorial Trust.