The Bionic Communications team is looking to raise money for The Light Fund this year - cycling from its offices in Wandsworth, South West London to the North Pole and back again, finishing at the Grosvenor House Hotel on the night of The Licensing Awards on September 11th.
However, the twist is, the team is doing it all virtually.
Two exercise bikes have been set up in the office, with the team taking it in turns to pedal the 34.88 miles required each day to achieve the overall distance of 5,376 miles.
A dedicated website has been set up, which will plot the distance achieved each day. The site will stream live coverage via a webcam, allowing visitors to check the team and spur them on. The @bioniclondon Twitter feed will also carry updates.
The Bionic team is also looking for sponsors, donations and pledges. You can sponsor a mile - with Bionic suggesting £50 a mile (although any pledge is welcome), make a straight pledge, visit the Bionic offices and contribute towards the cycle or sponsor a stop off on the interactive map within the site, among other opportunities.
Those getting involved will include coverage across the dedicated Bionic North Pole website for the next eight months.
Those interested in making a donation or becoming a sponsor should contact Bionic by clicking here or call Paul Walker or Paul Brunton on 020 7198 8320.