A Cardiff shop owner has embarked on an extraordinary physical feat without ever leaving the city’s Royal Arcade. Liam Jones, aged 28, is currently cycling the equivalent distance of the Tour de France – over 2,200 miles – on a stationary bike positioned outside his shop, Overseas Apparel. His ambitious challenge, aptly named the “Tour de Nowhere”, is both a celebration of his business’s ninth anniversary and a fundraising drive for two remarkable Welsh charities.
Rather than celebrating with the traditional balloons or glasses of prosecco, Liam decided on a far more demanding way to mark nearly a decade in retail. Starting at 8am on Tuesday 29 April, he began a gruelling 14-day test of endurance, aiming to cycle around 150 miles each day. Despite never leaving the Arcade, passers-by are treated daily to the sight of Liam pedalling furiously, all in aid of charity and personal accomplishment. Speaking candidly, Liam remarked, “It’s ten hours of exercise a day for 14 days straight. I’ve either got a lot of stress or I’m just an idiot.”
This venture aims to raise funds for 2Wish, a charity supporting families after the sudden loss of a child or young adult, and Velindre Cancer Centre in Whitchurch, where his grandmother received treatment. Reflecting on his reasons, Liam stated, “If I can do something in memory of my nan, then why not? You don’t need a huge platform to make a bit of a difference.” The event is as much about connecting with the community as it is about the causes it supports.
Liam is no stranger to physical challenges. Just last year, he and his friends managed to cycle from John O’Groats to Land’s End before returning home to Cardiff – an adventure that covered 1,350 miles in 22 days and raised £6,000 for Cardiff Dogs Home, UNICEF, and 2Wish. He described that journey as “what kids dream of,” filled with camping under the stars and hearty meals in local pubs. This time, however, he’s pushed the challenge even further, increasing both the distance and intensity.
To keep the energy high and the experience communal, Liam has invited the public to join him on a second bike set up in the store. Shoppers and supporters can hop on, keeping him company through conversation or by lending their own pedal power. “Good news isn’t always told anymore. We want to be the kind of story that might cheer someone up if they’ve had a bad day,” Liam explained. He’s hopeful that seeing – or participating in – the challenge will lift spirits among the Cardiff community.
The charitable spirit flows throughout the event. One hundred percent of the proceeds from collection pots, raffle tickets, and a specially designed “Tour de Nowhere” merchandise line will be divided between the charities. Not only that, but 20% of all store sales during the event will be added to the fundraising total. A grand finale is planned for 12 May, the end of the challenge, featuring live music and food from local eatery Eat the Bird, with all profits from the day going directly to the charities.
Liam’s story also casts a spotlight on the relevance of bricks-and-mortar retail in the digital era. “A lot of people would say that retail is dead, but physical stores mean everything to us. I love chatting and meeting people every day. This way, we get to meet new people and do some good,” he said, highlighting the importance of face-to-face interaction and community support.
Over the course of his two-week marathon, Liam can be found outside Overseas Apparel in Cardiff’s Royal Arcade from 8am to 6pm each day. Passers-by are encouraged to cheer him on or even take a turn on the bike to show their solidarity.
For those unable to visit, donations can be made via the “Tour de Nowhere” JustGiving page. Liam’s efforts serve as a reminder not only of the power of community spirit and determination, but also the meaningful change individuals can make, one pedal at a time.