The Fireflies Launches Call for 2026 Riders with London Event

Charitable organisation The Fireflies is calling out for 2026 riders. This year it's kicking off the search for more female riders with a special launch event at All Is Joy Studios in London on 26th November 2025.

Over the past 25 years, hundreds of creatives from agencies, production companies and beyond have taken up the iconic annual Fireflies challenge – riding over 1000km from London to Cannes ahead of the Cannes Lions International Festival of Creativity.

Since it was founded in 2001 by Sandy Watson Scott and Ridley Scott Films, riders have raised an incredible £2.3 million for blood cancer research. In order to raise these vital funds, the peloton has taken on some of the most legendary climbs in cycling, from the Alps and Pyrenees to the Italian Dolomites with riders all propelled by the mantra, ‘for those who suffer, we ride’.

For 2026, there is another big goal for the organisation – a drive to recruit more female cyclists. Why? Well, in pro-cycling, female representation, participation and engagement with the sport has grown exponentially, but female participation in the iconic Fireflies ride has struggled to match this growth. In 2025, only four of the 33 riders were women and the organisation tells LBB that it really wants to change this.

The Fireflies explain: “We want more women from the creative industry to know that cycling isn’t just a man’s game and that Fireflies is not just any old cycle tour. It’s a global community, united in a shared purpose and built on mutual support. It’s not about racing (although there’s sometimes a little friendly competition!), it’s about making sure that no one gets left behind and realising your full potential. Yes, it’s hard. It takes time, training and commitment, but so does fighting cancer!”

Real Feedback from Real Female Fireflies Riders

Photography: Jay Creagh

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Talking to the riders, there’s consensus that being part of The Fireflies is more than just fundraising, it's life-changing.

“In recent years, fear of failure kept me from truly showing up. In an industry obsessed with winning, it’s easy to forget the power of simply reaching the start line and the impact it can have. Fireflies changed that,” says Amy Coomber, chief creative production officer at Neverland. “For me, the ride captured everything about our world of production: a bold, purposeful challenge that tested resilience, spirit, and teamwork, and proved that with the right people around you, anything is possible. It was life-changing; for me, and for those touched by the incredible work of The Hammersmith Hospital Blood Cancer Research Team. So if you’re waiting for the perfect moment, don’t. Just show up, and see where the start line takes you.”

For seasoned Fireflies rider and camera and steadicam op, Kat Spencer, the ride has gone beyond the physical: “The Fireflies tour has been my wild, wonderful therapy on wheels. Nearly twenty years in, six rides down, and somehow I’m still pedaling! Along the way, I’ve found strength I didn’t know I had, motivation that stuck, and friendships that feel more like family. Honestly, it’s taught me as much about life (and chafing cream) as it has about myself. The Fireflies have shaped not only my heart but my career, and I’m endlessly grateful for everything this journey has brought into my life.”

Friendship and community is a benefit shared by all three women: “The Fireflies taught me I can do so much more than I think I can, both on and off the bike. Anything is possible – especially if working with the right team,” shares Hannah Needham, production partner at ARK Agency. “It’s a community of friends I didn’t know I needed, and now on my fifth tour, a community that I am excited to see grow, especially seeing more women join us. I ride because I’ve seen the impact that the research and clinical trials we’ve funded have made. We all know too many people that can’t ride, or who are no longer with us and we each take a little piece of them with us through the mountains. A swarm of Fireflies grinding through a mountain range is a powerful thing to be a part of.”

Interest Piqued (and Peaked) ?

Photography: Jay Creagh

Explaining what new riders can expect The Fireflies say, “For eight days, you’ll meet new people, sharing their ’why’ and inspiration for riding. You’ll push through pain, laugh until it hurts, cry when you least expect it — and, yes, question your life choices more than once. But you’ll also discover just how much more you are capable of than you ever imagined.

You’ll drink panachés at the end of seemingly endless days; eat Magnums that, after a long climb, will taste like they were sent from the heavens and take in views that stop you in your tracks (remember to unclip from your cleats first!). You’ll make lifelong friends and unforgettable memories — and you’ll help fund life-saving research.

The 2026 route has not yet been finalised, but it promises to be as challenging, rewarding and unforgettable as each of its predecessors. If 2026 feels too soon, why not use the year to train, join our community and aim for 2027?

We spend so much of our time in our industry championing diversity and pushing boundaries, striving to turn the impossible into the achievable. But let’s not forget about ourselves. Pushing our own boundaries and finding more ways to support our own mental health is so important too.

It’s time to bring these two worlds together.

Let’s not just talk about progress; let’s ride it.

Come and be part of our continuing Fireflies story…

Ride bikes. Raise money. Fight cancer.

For those who suffer, we ride.”

How to get involved

If you’re working in the advertising industry and are interested in joining The Fireflies for 2026 or 2027, or just simply want to know more about it, then please RSVP here to  join the team at 18:00 on Wednesday 26th November at All Is Joy Studios, 75 Dean St, London W1D 3PU and follow them on instagram @thefirefliestour​

Photography Credit: Jay Creagh