Kelway chief executive Phil Doye is participating in the London Triathlon this Sunday on behalf of Breakthrough Breast Cancer but has left it a bit late in the day to raise money, a point he acknowledges.
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"This late request is down to the fact that it is only in the last week that I reached the point where I think I might not drown on the swimming leg!"
The race includes a 1500m swim, a 10k run and a bike ride totalling 40k which should be a piece of cake for any physically able channel veteran.
For anyone that wants to see Doye suffer - Kelway has become quite a player in the reseller market with its numerous acquisitions - the event starts bright and early on Sunday morning in central London.
Alternatively, if you are feeling charitable you can sponsor him at http://www.justgiving.com/Phil-Doye