‘We want to leave something behind when we’re done’
‘We want to leave something behind when we’re done’
When strolling through one of Cardiff’s famous arcades, there are some things that you simply expect to see. Posh coffee shops, vintage clothing outlets, and trendy bars are staples of these iconic passageways, which are some of the city’s best-kept secrets.
However, something you don’t usually expect to encounter is a business owner on a static bike, clad in Lycra, staring at a laptop displaying far more scenic surroundings. Yet that’s exactly what greeted visitors at Royal Arcade for two weeks in May.
Perched on an uncomfortable seat in front of Over Seas Apparel, Liam Jones was a man on a mission. Dubbed the ‘Tour De Nowhere’, Liam was in the midst of his latest endurance challenge: cycling the distance from Cardiff to London every day for a fortnight. 2,200 miles in total, for those counting.
Liam is no stranger to endurance challenges. Last year, he cycled from John O’Groats to Land’s End and then back to Cardiff. Remarkably, before taking on that challenge, he hadn’t ridden a bike since he was a child.
“I think anybody who works for themselves has a bit of self-motivation and just wants to try out new things and give things a go;” Liam explained.
“I like being outdoors, I like travelling. The brand is very much about the environment, being sustainable, and things like that.
“I wanted to get out there and push myself, as well as raise money for some amazing charities. So, I did that last year and wanted to try and beat that this year.
“So, I thought, ‘Well, the length of the Tour de France is a fair distance. If I do it in 10 days less than they do, why not? Be an idiot and try it.’
“To be honest, I didn’t put much thought into it. I’m very lucky to work for myself, so I get to choose what I do. I just thought it would be absolutely mad to do that—and then probably never sit on a bike again.”
Just a decade ago, Liam was studying art at Bridgend College while working part-time at a sports retailer. When it came time for his final project, Over Seas Apparel was born. The business, which celebrated its 9th anniversary this year, is rooted in the philosophy of being mindful of the impact we all have on the world and our communities.
All the money raised through the challenge will be donated to two charities: 2Wish, which provides bereavement support, and Velindre Cancer Centre.
“The whole reason why we do charity work as a brand is to hopefully leave something good behind when we’re done as a business—hopefully, that won’t be for a long time.
“You don’t need the biggest platform in the world to help make a little bit of a difference. Charities do amazing work week in and week out. All I’m doing is sitting on a bike—they’re doing the real work. I just want to hopefully motivate someone else to do something. If I can make a change, even a little one, that’s worth it.
“There’s so much talk now about business and social responsibility. I think it’s important to give back.”
Liam’s latest challenge may be gruelling, but his spirit and dedication to making a difference have certainly inspired those who crossed his path in Royal Arcade. His unique blend of determination and community spirit not only highlights the power of endurance but also reminds us that making a positive impact is within everyone’s reach.
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