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Announcement comes as James Golding, this week, sets his sights on breaking the Guinness Seven Day World record for a second time as part of his preparations for The Race Across America (RAAM) in 2022.

Babble has recruited elite endurance cyclist, James Golding, as brand ambassador. The announcement to partner with James – who is seeking to break the Guinness Seven Day World Record for distance cycled in June 2021 and win RAAM in 2022 – comes as Babble works to inspire others to identify their goals and draw on their strengths to achieve them.

The leading cloud technology company will work with James to drive tangible positive social impact. Over the course of the ambassadorship, Babble has committed to raising in excess of £500,000 for charities including The Prince’s Trust and the Buffalo Foundation.

Through a combination of fully integrated internal and external initiatives, James will support Babble’s drive to empower and celebrate others as they push themselves further than they thought possible.

Matthew Parker, CEO at Babble said: “As a business, we firmly believe that drawing on individuals’ strengths, together we can all achieve more. We can all push the finish line as far as we want to, but it is up to us to be transparent about identifying, discussing and accomplishing our ambitions. James is the embodiment of this ethos.

“In the last 12 months, we have enjoyed outstanding results as we’ve sought to attain our own business goal of becoming the biggest, best and most capable cloud technology player in the UK, but we want to be much more than just a technology company. Through this partnership, we hope to encourage others to dream big, and pursue their own versions of success and accomplishment.”

James Golding, Professional Endurance Cyclist, said: “Positive change is contagious, and all positive change starts with a vision. Through my own experience I’ve come to understand that we can all achieve anything we want to – one step at a time. In partnership with Babble, I aim to show this to the next generation.”

Since first being diagnosed with cancer 10 years ago, James has recovered twice, discovered cycling, competed in 21 multi day events and raised over £3 million for charity. He is the only Briton to have held the Guinness Seven Day World record and has used his experience to inspire others to commit to their vision and achieve.

Believing that there is no such thing as failure, James has his sights set on breaking the Guinness Seven Day World record for distance cycled for a second time in June 2021 when he returns to the UK to put his strategy for RAAM to the test, including sleep patterns, pacing and other factors that will contribute to the fine balance between sustaining endurance and offsetting fatigue.

Babble now has bases in London, Burton and Newcastle, supporting over 3,000 organisations in a wide range of sectors – including financial, health and education, travel and accommodation, and public services – by sourcing and deploying the very best cloud solutions to deliver increased efficiency, customer engagement and profitability, whilst protecting customers’ businesses.