Swapping the Boardroom for a Tent in the Sahara: Darren Briggs to Take on 100km Challenge for Wales Air Ambulance
Our CEO and Founder Darren Briggs is preparing for the biggest physical challenge of his life when next month (8–14 November) he will set off on a 100km trek across the Moroccan Sahara to raise funds for Wales Air Ambulance.
Darren will join six fellow supporters of the charity for its first-ever Sahara Trek fundraiser, which will see them walk across one of the world’s most difficult and spectacular landscapes.
For Darren, the trek brings together a personal commitment to fitness over the last few years with a cause that is close to his heart. He is the first Business Ambassador for Wales Air Ambulance and, since 2022, Ascona Group has pledged to raise £1m for the lifesaving charity, already generating more than £450,000 towards that target.
The magnificent seven
Supported by an experienced trek leader and a local crew, the magnificent seven will trek over five consecutive days, united by a shared ambition: to challenge themselves, experience something extraordinary and raise vital funds.
This is no ordinary walking challenge as daily distances will range from 12km to 34km with wild camping overnight, and the terrain will vary from rocky trails and dry river beds to vast sand dunes and exposed plateaus. Temperatures are expected to fluctuate between 9°C and 30°C plus there will be little shade and the possibility of sandstorms.
A cause that matters
Wales Air Ambulance provides consultant-led advanced critical care, taking hospital-standard treatments directly to patients when they need them most. The charity relies on public donations to raise the £13 million required each year to keep its helicopters in the air and rapid response vehicles on the road.
Darren Briggs said:
“I’ve always believed that the best challenges are the ones that push you beyond your comfort zone, and trekking 100km across the Sahara certainly does that.
“Getting fitter over the past few years has been an important personal commitment, but this challenge is about much more than that. Wales Air Ambulance is a cause I care deeply about and, as its first Business Ambassador, I’m proud to be able to support the charity in this way.
“The trek will test us physically and mentally, but we’ll be encouraging each other every step of the way. If we can turn that effort into raising money and greater awareness of the charity’s life saving work, it will all be worthwhile.”
Supporting the challenge
To support Darren’s Sahara Trek and donate to Wales Air Ambulance, visit his Just Giving fundraising page: Darren Briggs is fundraising for Wales Air Ambulance Charitable Trust
