The Birstall, Yorkshire-based business will cover the gruelling ride over three days starting next Friday (7 September).

A 10-strong team consisting of five of the company’s staff and five friends and relatives will undertake the 170-mile ‘Way of the Roses’ from Morecambe in the West of Lancashire to Bridlington on Yorkshire's east coast.

The rest of the PMG team will support their colleagues along the journey, either driving the company’s support van, feeding the cyclists or cheering them on.

The route travels through the Lune Valley, the Yorkshire Dales, Nidderdale and the Yorkshire Wolds and the cyclists will stop overnight at youth hostels in Malham and on the far side of York.

After recently providing end-of-life care for Kenneth Kearton-Smith, father of PMG’s creative manager Martin Kearton-Smith, the team has chosen to support St David’s Hospice in Llandudno, North Wales. Kearton-Smith lost his father to cancer in June this year.

PMG managing director Mike Roberts said: “We are extremely proud to be taking on the Coast-to-Coast challenge. It's a real team effort – whether that's driving the support van, catering for the team or providing encouragement along the way – everyone has a role that plays to their strengths.

“We’re raising money for a fantastic charity, which is very close to our hearts. We hope to raise lots of vital funds to help the hospice continue its important work.”

He added: “We try to do something for a charity on an annual basis if we can, previously we’ve done things like an abseil down Wakefield Cathedral for Wakefield Hospice, and we’ve also done the Yorkshire Three Peaks for charity.

“It’s good to have a personal challenge at the same time as doing something for a worthy cause.”

PMG is hoping to raise £2,000 from its latest challenge and donations can be made at http://www.justgiving.com/owner-email/pleasesponsor/PMGCoast2Coast.