Asda Colleagues Go The Extra Mile for Veteran’s Group

Saturday 28^th June is Armed Forces Day, a chance to show support for the men and women who make up the Armed Forces community: from currently serving personnel to Service families, veterans and cadets.

Asda’s Digital and Tech Colleague Voice Team recently cycled over 160miles in just two days from Leeds to Morecambe, and then back to Asda House in Leeds —climbing nearly 4,000 metres in total (the equivalent of cycling up Ben Nevis twice!).

Their incredible effort raised £1,195 for the Morecambe Bay Veteran’s Association, which was doubled to £2,390 thanks to match funding from Asda Foundation.

Morecambe Bay Veteran’s Association located in Northwest England is a community-led organisation supporting veterans and their families who may face hardships by building a community where veterans and families can find friendships, support and connection and helping to end isolation and loneliness.

A group of seven Asda colleagues completed the challenge, made up of Peter Yeo, Paul Wilson, Rob Heap, Paul Murray, David Irwin, Amy Ramsden-Young and Tim Staton.

Peter Yeo, Asda Software Engineering Manager, said: “The cycle from Asda House to Morecambe and back was a real challenge—especially those 20% hills—but knowing we were doing it for the Bay Veterans Association kept us going. Raising £1,195, which will be matched by Asda Foundation, feels incredible. Seeing the veterans waiting for us at the Eric Morecambe statue and waving us off the next morning was truly moving. We’re so proud to have supported such a deserving cause, and grateful to Asda  and Asda Foundation for making it possible.”

Gary Kniveton, CEO, Bay Veteran’s Association, said: “BVA came into being as a direct result of there being a distinct lack of provision for veterans in the Lancaster/Morecambe/Carnforth region.  We rely totally on the generosity of the general public and local businesses so when our local Asda champion approached us and informed us of the sponsored bicycle ride on our behalf, we were taken by surprise.  However, we had no idea so much money had been raised!!  This will go towards organising activities and events for our veteran’s group to help address loneliness and social isolation.  We cannot thank Asda and Asda Foundation enough!!”

A huge well done to all involved for going the extra mile (literally) for such a worthy cause!