Building momentum, measuring change – and climbing together in 2026
Every climb tells a story. In the Alps, each metre tested endurance – but it’s what happens after the ascent that defines true impact.
Since 2015, Everest in the Alps (EiA) has grown from a personal mission into a global challenge, raising over £6 million for brain tumour research and other life-changing causes. The 2024 Impact Report, created in collaboration with impact consultancy Benesys, captures this evolution: a journey where endurance meets measurable impact, and a global community unites around one purpose – advancing research for paediatric brain tumours and giving families hope.
The Making of Benesys: Measuring What Matters
Eight years ago Jo Shropshire and Bryn Tod Tims co-founded Benesys with the vision to apply the same level of diligence to philanthropy as to investing.
“Very often people have the passion to give but often don’t know how to give most effectively – and importantly to maximise the impact of their giving.”
One of their first strategic partnerships was with The Brain Tumour Charity – a relationship that would later deepen through EiA’s mission.
Jo’s first encounter with EiA left a lasting impression. “I saw not only an extraordinary endurance event, but a powerful vehicle for impact,” says Jo. “At that time, many donors and participants didn’t fully know where their contributions were going. We wanted to share with them where the money raised was being allocated, but also to amplify awareness of paediatric brain tumours and the urgent need for more research.”
This insight led to creation of the first EiA Impact Report in 2023 in which impact was evaluated according to three themes – championing a cause, personal growth and community building. This provided the framework for future impact measurement which focussed on the individual and the cause behind each respective climb.
In 2024, the Impact Report expanded to four core themes that reflect the growing global nature of the challenge:
- Collaboration – Strengthening partnerships across sectors and borders to drive research and progress
- Collective Awareness – Raising global awareness of the need for paediatric brain tumour research
- Co-operation – Fostering collaboration between research institutions, industry, and families for faster, more impactful research
- Community Building – Uniting challengers, families, and supporters in a shared mission for change
“Once we defined these impact areas,” Jo says, “we could start gathering stories and data that showed the difference EiA was making – to participants, families, and the research it supports.”
2024: A Global Challenge, A Growing Impact
In 2024, Everest in the Alps expanded to engage participants from multiple countries, bringing the Challenge to a truly global stage. With challengers from five nationalities, the event raised vital funds for The Brain Tumour Charity, while also amplifying awareness of the ongoing need for research and support for children with brain tumours.
Team Syren, a truly international team who first took on the challenge in 2024, were able to leverage donations across the USA and Canada through the Pediatric Brain Tumour Foundation and Kindred Spirit. They return again this year to continue fundraising in Alex Bernard-Bell’s legacy and to extend the global reach of EiA’s mission.
As Rob Ritchie explains:
“Everest in the Alps is about more than endurance – it’s about uniting a global community to drive meaningful progress in paediatric brain tumour research. Every climb, every supporter, and every partnership brings us closer to improving outcomes for children and families facing these challenges.”
The 2024 Challenge demonstrated how the event unites a global community in pursuit of meaningful impact.
Strength in Collaboration: Beyond the Slopes
EiA’s impact continues to grow, extending well beyond the ski slopes. The Challenge has become a catalyst for scientific collaboration and sector-wide innovation, bringing together experts from research, advocacy, and business to advance paediatric brain tumour research.
In 2024, a major focus was strengthening collaborations between research institutions and charitable foundations, including cross-Atlantic partnerships, data-sharing initiatives, and joint efforts on clinical trials for rare and complex brain tumours.
“There is no cure without collaboration” – Pediatric Brain Tumor Foundation
With EiA now exclusively partnered with The Brain Tumour Charity in the UK, every ascent directly supports the Everest Centre for Research into Paediatric Brain Tumours, helping to accelerate clinical trials, AI-driven research, and data sharing. As Jo Shropshire puts it:
“The next phase is about scaling even higher – consolidating the Centre’s achievements and leveraging the success of the EiA model further still to amplify the cause”
Lessons from the Mountain: Endurance, Empathy, and Impact
Each climb imparts valuable lessons:
- Connection drives engagement – Those with a personal link to the cause raise more funds and inspire others more deeply.
- Endurance builds empathy – Physical struggle offers perspective, reminding participants why their efforts matter.
- Clarity inspires trust – Transparent reporting motivates donors and sustains long-term support.
As Jo reflects:
“With all funds raised being directed exclusively to The Brain Tumour Charity, the potential impact of the challenge is even greater. With a tried and tested model that unites a global community of passionate past and present challengers and supporters there is a huge and exciting opportunity to do even more for paediatric brain tumour research than ever before”
Looking Ahead: One Team, One Cause
As EiA prepares for 2026, the next Impact Report will tell the story of an even more united effort – one challenge, one community, one cause.
“We faced the Alps not as individuals, but as a united front for something greater than ourselves” – Tom Glanfield, 2024 participant
Together, we’ll continue to measure not just metres ascended, but the difference made – in research, awareness, and the lives of families facing the hardest climb of all.
Discover the full story of EiA’s impact in 2024
Read the full 2024 Impact Report
Benesys works with purposeful businesses and passionate individuals to integrate high-impact giving strategies into their work and lifestyles. It also works with charities on a pro bono basis, helping them structure, define, and measure their impact.
