Fidelius is proud to announce sponsorship of ocean-rowing crew Row for Life, who will take on a 2,800-mile ocean rowing challenge to raise funds for Cancer Research UK. The three-woman team will row non-stop from California to Hawaii as part of the World’s Toughest Row Pacific, spending an estimated 40 days at sea, battling sleep deprivation, isolation and unpredictable ocean conditions.
Team members Felicity Ashley and Janette Potgieter, have previously completed a successful row across the Atlantic in 2021, while Victoria Peddie Bell only started rowing in January. The trio have experience of cancer, overcoming adversity and rebuilding their strength, which is why they have chosen to raise funds for Cancer Research UK’s important work.
Fidelius’ sponsorship will directly support the team’s campaign and preparations, with the firm’s branding displayed on their eco-friendly R45 ocean rowing boat, Vaquita, throughout the crossing.
The partnership was inspired in part by Felicity’s appearance as the after‑dinner speaker at our Commercial Conference last year, where her story resonated deeply with the team and aligned strongly with our values.
Ian Fowler, Chief Executive Officer at Fidelius, said: “We are incredibly proud to sponsor Row for Life, a challenge that perfectly embodies resilience, courage and determination. At Fidelius, one of our core values is the pursuit of excellence. This team represents that in its purest form. Our slogan is ‘Make it happen’ and we can’t think of a better fit than sponsoring Row for Life with its brave team of women who have conquered adversity and continue to push boundaries and raising funds for an outstanding cause.”
Felicity Ashley at Row for Life said: “We are delighted that Fidelius is joining us on this incredible adventure and supporting us in our mission to raise vital funds for Cancer Research UK. With their help, we know we will make it happen!”
Row for Life is still looking for sponsors for the challenge – find out more at www.rowforlifepacific.org.uk
