Ordinary to Extraordinary
O2E is a UK volunteer-run charity founded in 2006 that organizes athletic and adventure fundraising events, passing 100% of donations to charities supporting children with disabilities and terminal illnesses across the UK.
- Company typePrivate
- Founded2006
- HeadquartersYorkshire, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Ordinary to Extraordinary does
Ordinary to Extraordinary (O2E), registered charity number 1114385, is a UK-based, 100% volunteer-run non-profit founded in 2006 by Paul Slattery, David Davies, and Kev Tuohy. The organization exists to raise and pass-through funds to charities supporting children with disabilities and terminal illnesses, with cumulative pass-through of £3,322,294 since inception across 37 supported charities to date and eight named beneficiary charities for 2026.
O2E's core offering is a calendar of athletic and adventure fundraising events, including the flagship Big Kev's Bike Ride (annual multi-day cycling challenge, 18th edition in 2026 routing from Dover through Belgium to Luxembourg City at £575 per participant covering all logistics at cost), the London Bridges Walk, London Marathon runner coordination with Get Kids Going, the Seoul to Tokyo Challenge 2026 (2,114-mile ultra-endurance ride), the Skelly January fitness challenge, golf days, quiz nights, and an annual Gala Ball at venues such as the Kia Oval. Participants create personal fundraising pages via JustGiving, and O2E provides logistical and promotional support. All event entry fees are run at cost; 100% of donations raised pass directly to beneficiary charities, with operating expenses covered separately.
The revenue model is multi-stream philanthropy: individual donations via JustGiving, event entry fees, corporate sponsorship (Man Group, Linesight, Codegate, DJJ Precision Engineering, Lexington Catering, Potter Raper, Signwrite Studios, Sloane Square Clinic, Soundcraft, Abstract Office Interiors), and ticket sales from galas and lunches. Distribution is direct-to-donor through digital channels (website, newsletter, Facebook, Instagram, X, YouTube, Strava club 228502) and in-person events. Technology is minimal and entirely third-party: WordPress, JustGiving, Guru Maps, WhatsApp, and email — there is no proprietary platform, no AI/ML capability, no app, and no API. Governance is by an elected volunteer committee with a rotating Chairman; Andrew Stammers assumed the chair for 2026 following David Turner (2023-2025), David Davies (2019-2022), and Paul Slattery (founding chair, 11 years).
Ordinary to Extraordinary firmographics
Firmographics- Name
- Ordinary to Extraordinary
- Legal name
- Ordinary 2 Extraordinary
- Website
- https://o2e.org
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- O2E is a UK volunteer-run charity founded in 2006 that organizes athletic and adventure fundraising events, passing 100% of donations to charities supporting children with disabilities and terminal illnesses across the UK.
- Ownership category
- akta.pro rank
Ordinary to Extraordinary industry classification
Industry- Product category
- Charitable Fundraising Services
- NAICS
- Grantmaking and Giving Services (8132), All Other Amusement and Recreation Industries (71399)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Endurance Stage & Destination Challenges (Multi-day Tours, Charity Challenges) (MPAKAIAG)
- akta.pro secondary industry
- Extreme Sports Event Operators & Competition Experiences (THAAAMAK)
Keywords
Where Ordinary to Extraordinary is headquartered
LocationHeadquarters
- HQ city
- Yorkshire
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ordinary to Extraordinary business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Others
Revenue model
- Donations: 100% of all donations received are passed directly to beneficiary charities. The organization covers all its own operating costs separately, ensuring every pound donated goes to the causes.
- Event Entry Fees: Participants pay entry fees for events like Big Kev's Bike Ride (£575) which cover actual costs (hotels, ferries, transport). The event is run 'at cost' with all sponsorship going to charities.
- Corporate Sponsorship: Corporate sponsors support events and the organization generally, providing financial backing and in-kind support.
- Gala Dinner/Ticket Sales: Annual Gala Ball events at venues like Kia Oval with ticket sales at £110-130 per person.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | One-time | Big Kev's Bike Ride Luxembourg 2026 - Full package including accommodation, ferries, coach transport, bike transport |
| One time/ perpetual license | One-time | Gala Ball tickets at Kia Oval |
| One time/ perpetual license | One-time | O2e Christmas Ball 2024 |
| One time/ perpetual license | One-time | Source Golf Day |
| Subscription | One-time | Ben Youngs Rugby Lunch |
| Subscription | One-time | The Big Wadhurst Quiz |
| Subscription | Pay-as-you-go | London Bridges Walk |
| Subscription | One-time | Welsh Weekend 2023 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
Ordinary to Extraordinary product offering
Product offeringCore offering
Ordinary to Extraordinary is a UK registered charity (No. 1114385) that organizes adventure and athletic fundraising events to raise money for children with disabilities and terminal illnesses. The organization runs an annual calendar of cycling challenges (Big Kev's Bike Ride, Seoul to Tokyo), walking events (London Bridges Walk), running events (London Marathon), golf days, quiz nights, and gala balls, with 100% of donations passed directly to beneficiary charities. All operations are run by unpaid volunteers.
Product overview
O2E (Ordinary to Extraordinary) is a UK-based volunteer-run charity that organizes a diverse portfolio of fundraising events for children with disabilities and terminal illnesses. The organization operates entirely through volunteers with 100% of donations passed to supported charities. The core offering is a calendar of athletic and adventure events including multi-day cycling challenges (Big Kev's Bike Ride, Seoul to Tokyo Challenge), walking events (London Bridges Walk), running events (London Marathon, Loch Ness Marathon), golf days, quiz nights, and annual gala balls. Events range from mass-participation challenges to individual endurance feats, with the organization providing logistical support, sponsorship platforms, and fundraising guidance while all event costs are covered by participant fees.
Differentiator
Problem solved
Functional benefit
Products and services
- Big Kev's Bike Ride O2E's flagship annual multi-day cycling challenge covering 200-300 miles over 2-3 days, with full logistical support including coaches, ferries, hotels, and a support crew. The event is funded by rider entry fees with 100% of sponsorship going to supported charities.
- London Bridges Walk
Quantifiable outcome
- £3,322,294 raised since 2006
- +3 more outcomes
Companies that use Ordinary to Extraordinary
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Ordinary to Extraordinary technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Ordinary to Extraordinary partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- Abstract Office InteriorsminorCorporate sponsor of O2E events. Brett Aldridge (O2E Treasurer) is associated with the company.
- LinesightcoreCo-hosting DC Titans charity golf event with Black & White. Proud supporter of O2E.
- Man GroupcoreLong-term host of O2E Launch Nights at Riverbank House offices in London. Provides venue and support.
- JustGivingcorePrimary online fundraising platform used by O2E and supporters for donations and campaign pages.
- Get Kids GoingcoreProvides London Marathon places and support for O2E runners. Partnership enabling disabled children to participate in sport.
- CodegateminorCorporate sponsor of O2E.
- DJJ Precision EngineeringminorCorporate sponsor of O2E.
- Lexington CateringminorCorporate sponsor of O2E.
- Potter RaperminorCorporate sponsor of O2E.
- Signwrite StudiosminorCorporate sponsor of O2E.
- Sloane Square ClinicminorCorporate sponsor of O2E.
- SoundcraftminorCorporate sponsor of O2E.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Ordinary to Extraordinary competitors and assessment
Company assessmentBroad incumbents
- Mind (UK): UK mental health charity with extensive challenge-event fundraising portfolio (runs, walks, treks). Overlaps with O2E in the use of community-led endurance fundraising.
- Macmillan Cancer Support: Major UK health charity with extensive challenge event programs (World's Biggest Coffee Morning, marathon teams). Comparable in using mass-participation events to drive donations.
- Children in Need (BBC): UK's flagship children's charity with massive annual televised fundraising event. Comparable beneficiary mission (disadvantaged children) but vastly larger scale and broader scope.
- RNLI: UK charity heavily reliant on community fundraising events and volunteers. Comparable volunteer-driven fundraising model and UK brand presence.
- Comic Relief: Major UK charity funding children and disadvantaged groups via Red Nose Day. Overlapping beneficiary focus on children in need, with a national mass-participation fundraising model.
- Cancer Research UK: Large UK charity running major mass-participation events (Race for Life, Shine Night Walk). Comparable event-driven fundraising infrastructure serving health-related causes.
Emerging players
- Shelter (UK): UK charity that uses community fundraising and challenge events. Comparable in being a UK-based, donor-supported charity relying heavily on individual fundraisers.
- Alzheimer's Research UK: UK charity that has scaled challenge-event fundraising (Running Down Dementia, cycling events). Smaller portfolio than Macmillan but directly comparable challenge-event approach.
Direct peers
- Action Challenge: UK-based company organizing multi-day endurance challenges (treks, cycles, marathons) for charity fundraisers. Most directly comparable to O2E's challenge-event model, though commercial rather than charity-run.
- Global Adventure Challenges: Organizes international cycling, trekking and endurance challenges used by UK charities to fundraise. Comparable event portfolio (multi-day destination challenges) to Big Kev's Bike Ride and Seoul to Tokyo.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Ordinary to Extraordinary social profiles
Digital presenceOrdinary to Extraordinary financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ordinary to Extraordinary leadership team
Management profileNumber of profiles
Profiles7 records
Ordinary to Extraordinary funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ordinary to Extraordinary M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ordinary to Extraordinary
What does Ordinary to Extraordinary do?
Ordinary to Extraordinary is a UK registered charity (No. 1114385) that organizes adventure and athletic fundraising events to raise money for children with disabilities and terminal illnesses. The organization runs an annual calendar of cycling challenges (Big Kev's Bike Ride, Seoul to Tokyo), walking events (London Bridges Walk), running events (London Marathon), golf days, quiz nights, and gala balls, with 100% of donations passed directly to beneficiary charities. All operations are run by unpaid volunteers.
Is Ordinary to Extraordinary a public or private company?
Ordinary to Extraordinary is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Ordinary to Extraordinary founded?
Ordinary to Extraordinary was founded in 2006. It employs 1 to 10 people.
Where is Ordinary to Extraordinary based?
Ordinary to Extraordinary is headquartered in Yorkshire, United States, in the North America region.
How does Ordinary to Extraordinary make money?
Four revenue lines are on record. Donations are the primary driver. The others are event Entry Fees, corporate Sponsorship and gala Dinner/Ticket Sales.
Who are Ordinary to Extraordinary's main competitors?
Broad incumbents on record are Mind (UK), Macmillan Cancer Support, Children in Need (BBC), RNLI, Comic Relief and Cancer Research UK. Emerging players are Shelter (UK) and Alzheimer's Research UK. Direct peers are Action Challenge and Global Adventure Challenges.
Does Ordinary to Extraordinary have an API?
No public API is recorded for Ordinary to Extraordinary.
What industry is Ordinary to Extraordinary in?
Ordinary to Extraordinary's product category is Charitable Fundraising Services. Its primary akta.pro industry code is MPAKAIAG, Endurance Stage & Destination Challenges (Multi-day Tours, Charity Challenges), with a secondary code of THAAAMAK, Extreme Sports Event Operators & Competition Experiences. Its NAICS code is 8132 and its SIC code is 7900.