The project is the new charitable initiative from the Quintessentially Foundation, which since 2008 has raised more than £14m for good causes helping the disadvantaged.
The Firefly Project focuses on grassroots organisations that are helping the capital’s young people achieve their potential.
It provides funding, tailored support, and access to the Quintessentially Foundation network to help “turbo charge” these smaller, community based organisations.
The group started the challenge on Thursday and will finish on Sunday. In total they will climb over 7,500 on the gruelling route along some of Italy’s toughest cycling routes.
The cyclists include Conservative Party co-chairman and Quintessentially Foundation founding trustee Ben Elliot.
Mr Elliot said: “This is a cycle ride like no other. We have brought together an incredible group of people to take on an epic challenge and raise money to support London’s children and young people.
“The Firefly Project is a much needed addition to the sector. We know that grassroots organisations are often overlooked and underfunded (85% of charitable income goes to just 5% of charities) yet they are there, on the ground, supporting the hardest to reach communities.
“By getting behind these local champions and putting our shoulder to the wheel, we can give them the boost they need to grow and help even more children and young people across London.”
To support The Firefly Project, donate here.