Blog. Sterling Supergroup scales new heights.

Completing the National 3 Peaks Challenge in 24 hours is a very impressive achievement. Why did you choose this challenge, and what were some of the standout moments from the day?

We wanted a challenge that reflected the scale of our 60th anniversary and pushed us beyond our comfort zone. The National Three Peaks stood out because it demands resilience, teamwork and determination, all qualities that align closely with how we operate as a business.

The experience itself was incredibly rewarding. From the initial anticipation at the start, to navigating changing conditions and supporting each other through the tougher stages, it was a real test both physically and mentally. Reaching each summit was a proud moment, but the standout highlight was crossing the final finish in an astounding time of 22 hours and 55 minutes. That shared sense of achievement, combined with the knowledge that we were raising funds for three meaningful causes, made the whole experience unforgettable.

How important is it for you as a business to create opportunities like this for your team to connect and give back?

It’s hugely important because it reflects what Sterling is built on. As a buying group, collaboration and strong relationships are at the heart of everything we do, and opportunities like this bring those values to life in a different way.

Taking part in the Three Peaks Challenge allowed our team to step away from their day-to-day roles and connect in a more meaningful, supportive environment. It strengthened relationships, built trust and created a real sense of shared achievement.

There’s also a broader responsibility to the sector we serve. Giving our team and members the opportunity to support a charity like Hospitality Action adds purpose to what we do and reinforces our commitment to the wider hospitality community.

What advice would you give other businesses considering a charity challenge like this one?

The key advice would be not to underestimate the preparation involved. A challenge like the Three Peaks requires time, planning and commitment, especially when balancing it alongside day-to-day responsibilities. The effort starts well before the event, through training and keeping everyone aligned.

Maintaining motivation is just as important. Keeping the purpose front of mind helps build momentum and ensures the team stays engaged, particularly during the more difficult moments.

Most importantly, choose a cause that genuinely resonates with your people. When there is a clear connection to why you’re doing it, it drives commitment, strengthens team spirit, and makes the overall experience far more meaningful and impactful.