COMMUNITY
scenery, spectacular cities and memorable finish points. We also respond directly to participant feedback. For instance, 2025’s move north into Scandinavia came from teams requesting it. Meanwhile, many disliked the long haul back from Nice in 2023, so finishing closer to the UK was important.
Right now, I’ve mapped out three possible routes for 2027. Once Pavestone makes the call, I’ll cost it up and begin the real planning. Ideally, we’ll release the dates by early January, with more details to follow. In September, I make a detailed inspection trip, which involves testing the roads, checking hotels, and observing traffic and city activity at the same time of year. It’s also where new ideas emerge: scenic stops, potential challenges, photo opportunities and anything that might add colour to the journey.
The challenges
The challenges have a life of their own. In the early days, many ideas came from my kids. We’d sit around brainstorming outrageous tasks - some brilliant, some impossible, some illegal (like stealing a traffic light in Berlin!).
One I’ll always remember is the 2019 tattoo challenge. I expected people to doodle a logo on their arm or buy one of those temporary tattoos. What actually happened? Two teams went into central Milan, found a studio open on a Sunday, and came back with real tattoos. That’s the level of commitment some teams bring. Over time, I’ve learnt to think ahead and ask myself: “What would this person and that person do? How far will they take this challenge?” Some teams will push things to extremes that others never would, so part of my job is balancing fun with fairness.
Ideas now come from everywhere: I go down Google rabbit holes to pick out roadside landmarks and leave myself late-night voice notes as things occur to me. Contributions come in from participants as well. That collaborative spirit is part of the rally’s DNA.
Fancy dress has always been part of the event. Some years we debate between a single theme or multiple themes across the days, but participants always embrace it in their own way. And that’s the beauty of the rally.
Teams can do as much or as little as they like. They can skip challenges, skip fancy dress or even skip the ‘cheap car’ tradition. If someone wants to drive a supercar or a comfy company vehicle, that’s fine – what matters is that they have fun
January 2026
and raise the minimum £2,000 for charity. Every year, we see the same outcome: the final night arrives, everyone’s smiling, everyone’s bonded and everyone’s proud of what they’ve achieved. That’s what keeps me going.
Community feel
One of the most meaningful outcomes has been the camaraderie. Over the years, the rally has created friendships across regions, sectors and experience levels. Our WhatsApp group often goes wild during the event, then quietens down. But this year, almost everyone has stayed in. That speaks volumes.
The community spirit becomes most visible when someone needs help. If a car breaks down or a tyre bursts, a nearby team will divert to help. This year, when the Young Merchants’ car gave out in Hamburg, teams split them across multiple vehicles for the final stretch. Once in Amsterdam, they all reunited and crossed the finish line together hand in hand. That moment summed up everything the rally stands for.
Looking ahead
Preparations for 2027 are already under way, and I hope to see familiar and new faces. Personally, I’ve said that 2027 might be my last year organising the rally. The time may come for someone younger to bring fresh ideas and take it to new heights. But whether I’m leading it or cheering from the sidelines, one thing will never change: The rally is about people, generosity, and adventure. And above all, it’s about giving back.
25
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