Who we are Our Story Our Story Since 40tude was founded in September 2011, we have raised £1.5 million to help cure colon cancer. We achieve results through innovative partnerships with a remarkable group of participants, sponsors, donors and medical specialists. 40tude raises funds and promotes awareness of colon cancer via a series of events and physical challenges. So far these have included six Stand Up Paddleboard (SUP) Marathons - a mass paddle over 26 miles on the River Thames - and nine Cycle Challenges in Europe. We have also completed several Adventure Challenges: a winter summit of Mount Toubkal, Northern Africa's highest mountain, 100 kilometre treks of each of the Sahara and the Wadi Rum over four days, and a summit of Mount Elgon in Uganda (4,321m). Our supporters also take part in a range of personal challenges and sponsored events on behalf of 40tude throughout the year. There are a number of ways in which you too can support 40tude: please see our Get Involved section for more ideas.