At the same time as 27 hospitality professionals do the real bike ride over the 335km of dessert and mountain terrain in just four days, Aikens and friends will be cycling 4,891km collectively (the distance from London to Jordan) either on a static bike or outdoors.

He said: “We wanted to mirror the efforts of the cyclists in Jordan – and it’s a great initiative to strengthen teamwork and do good at the same time.

“It’s very simple to participate - borrow a static bike or two, and set them up in the workplace, wherever is practical, and cycle as many miles as you can over the week with colleagues to help us get to Jordan. Outdoor bike rides can be an alternative or a mix of formats can work too.

“Then, ask co-workers, friends and family to sponsor you to raise funds to help those in our sector facing tough times – and to support our veterans, people facing or experiencing homelessness and prison leavers access employment opportunities in hospitality.”

Aikens will be raising money for Only A Pavement Away and Licensed Trade Charity. Both charities help people facing homelessness, health issues and financial hardship.

Greg Mangham, chief executive and founder of Only A Pavement Away, added: “It’s good for business too - teams can collaborate, compete with other companies in the hospitality sector and have some fun.

“We’d really appreciate our sector colleagues helping us to raise much needed funds to provide information, support and employment opportunities for people facing difficult times.”

To take part, please contact [email protected], entries close on Monday 28 February. To donate, please go to: www.justgiving.com/campaign/pedallingforpubs2020.