The FireFlies Tour: A case study in resilience, community, and purpose
Introduction
In 2001, Sandy Watson Scott of M&C Saatchi, with filmmakers Jake Scott, Adrian Moat, and Nick Livesey of RSA Films, founded the FireFlies Tour to raise funds for leukemia research. Over 1,000 kilometers of grueling mountain terrain became a symbol of endurance and hope, embodying the motto: “For those who suffer, we ride."
The global movement
What began in the Alps now spans continents, with sister rides in California, New Zealand, and Patagonia. Each ride brings together a global community, united by purpose and driven by the belief that collective effort can create change.
Our story
From 2010 to 2015, we joined this global journey, riding through Europe, New Zealand, and the USA’s West Coast. Amitabh, the only rider from India, carried the spirit of the FireFlies through every climb and descent. The rides weren’t just about endurance—they were about riding for those who couldn’t, turning pain into hope and effort into action.
The spirit of the tour
The FireFlies Tour isn’t just a test of physical strength; it’s a testament to the power of community and purpose. Every ride reminds us that small steps—or pedal strokes—can lead to extraordinary change.
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