About Us

The All UK 10 Miles Challenge © 

The concept for the event is the inspiration of John Bicourt a former double Olympic athlete for GB and Chairman and Managing Director of Run4YourLife, Ltd., specifically set up to produce and manage the event.

John Bicourt the founder of this unique event is a former English record holder in the 3000mts steeplechase and represented GB in that event at the 1972 and 1976 Olympic Games. He also represented GB at the 1974 Commonwealth Games and 1974 European Championships. He is a former secondary school Head of Department and later was a lecturer at St Mary’s College (University of London) He is a UK Athletics level 4 coach and has coached, advised and managed a number of Olympic and World Championship athletes from Britain, Australia, South Africa, Kenya and the United States, including medallists and world record holders. He is a Life Member and past President of Belgrave Harriers and was an elected officer of the Association of British Athletics Clubs. In the early 90’s John was responsible for bringing together all the international teams of runners from across the world and the British club teams for the very successful and daily televised “Sun Life Great Race” which ran from Glasgow to London via Bristol. He was also the Race Director for the IAAF Belfast International Cross Country race, for ten years.


Jim Cowan is a Director and co-founder of ‘Run4YourLife’ and also a former athlete. He is Chairman of Peoples Events’ (a ‘not for profit’ social enterprise.) In 1994 he created the original concept of ‘RaceForLife’ which he took to the Imperial Cancer Research Fund (now Cancer Research UK) and was responsible for organising and managing the first ever edition which was staged in Battersea Park, London and as you will know has become incredibly successful as a charity fund raiser for cancer sufferers. Jim organised the Perivale 10k which ran between 1992-1997 and has since been responsible for a number of charity fund raising running events since then: He founded the annual ‘Poppy Run’ for the Royal British Legion, with over 3500 runners to co-incide with the Poppy Appeal (including being the only official charity fun run staged at Camp Bastion in Afghanistan). He founded the ‘Rio 3 Peaks Challenge’ which fund raises for ‘Street Child World Cup’ (a registered charity in the UK). Other charity fund raising events that he organises are: ‘Run to Remember’ at Royal Wooton Bassett. Jim’s ‘Peoples Events’ company stages the annual ‘Lee Rigby People’s Run’ in London and Manchester, the Clough Taylor People’s Run at Donnington Park and the new Pompey People’s Run in Portsmouth. Jim is a former member of Thames Valley Harriers athletics club.