Ascona Group Founder and CEO Darren Briggs is preparing to embark on a 100km trek across the Moroccan Sahara

Ascona Group Founder and CEO Darren Briggs (right) pictured with a member of the Wales Air Ambulance team in front of the charity’s helicopter, which displays the Ascona Group logo in recognition of the company’s support.

Ascona Group Founder and CEO Darren Briggs is preparing to embark on a 100km trek across the Moroccan Sahara next month (November) to raise vital funds for Wales Air Ambulance.

Since 2022, the Pembrokeshire-headquartered petrol forecourt retailer has pledged to raise £1 million for the Welsh lifesaving charity, with more than £450,000 already generated towards that target.

On 8 November, Darren will join six fellow supporters of the charity for its first-ever Sahara Trek fundraising challenge, walking 100km over five consecutive days across one of the world’s most challenging and spectacular landscapes.

The trek will see the group tackle vast sand dunes, rocky trails and exposed plateaus, walking for between six and nine hours a day and covering distances of up to 34km. They will also camp overnight in the desert, with temperatures expected to range from around 9°C to 30°C and little shade along the route.

Darren’s participation brings together his personal commitment to fitness in recent years with a cause that is close to his heart. As the first Business Ambassador for Wales Air Ambulance, and a trained helicopter pilot, he has long supported the charity’s work providing advanced critical care to people across Wales.

As a mark of gratitude for Ascona Group’s ongoing support, the charity has displayed the company’s logo on the tail fin of one of its helicopters which is a badge of honour for both Darren and the business.

Commenting on the impending trek, Darren Briggs said: “I’ve always believed that the best challenges are the ones that push you beyond your comfort zone, and trekking 100km across the Sahara certainly does that.

“Getting fitter has become an important part of my life over the past few years, but this challenge is about much more than personal fitness. Wales Air Ambulance is a cause I care deeply about and, as its first Business Ambassador, I’m proud to be able to support them in this way.

“The trek will test us physically and mentally, but we’ll be encouraging each other along the way and if we can turn that determination and effort into essential funds and greater awareness of the charity’s incredible work, it will all be worthwhile.”

Gail Windley, Head of Fundraising for Wales Air Ambulance, said: “This challenge perfectly captures the incredible spirit of our supporters.

“Taking on the Sahara is no small feat, and we are hugely grateful to everyone who has committed their time, energy, and determination to raise funds for our charity.

“Every step they take across the desert will help ensure our crews can continue delivering advanced critical care to people across Wales, whenever and wherever they are needed.”

Wales Air Ambulance needs to raise £13 million every year to keep its helicopters flying and rapid response vehicles on the road. The charity relies on public donations to continue delivering its lifesaving service.

With just over three weeks to go before the trek begins, Darren is encouraging people to donate via his fundraising page here: Darren Briggs is fundraising for Wales Air Ambulance Charitable Trust

Founded in 2011, Ascona Group has grown from a single forecourt into the UK’s seventh-largest independent fuel retailer, operating more than 70 roadside destinations across England, Wales and Scotland and employing over 900 people. Headquartered in Pembrokeshire, the business remains committed to supporting the communities in which it operates.