UK Office

World Bicycle Relief is an international, non-profit organisation that specialises in large-scale, comprehensive bicycle distribution programmes to aid poverty relief in rural regions around the world. Our programmes focus primarily on education, economic development, health care and gender equality.

Contact Us

World Bicycle Relief UK Office 
4th Floor, St Catherine’s Court
Berkeley Place

Tel: 0333 3055218


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Meet The UK Team

Managing Director UK

Ben Sadler

Trusts & Foundations Manager

Sarah Newell

Fundraising Co-ordinator

Thomas Richards

Governance & Administration Manager

Helen Morgan



Caroline is a fundraising and communications professional with 16 years of experience in the charity sector. Having held leadership positions as COO of World Literacy Foundation and Director of Fundraising and Communications at Go Beyond, Caroline joined the Senior Management Team at Space for Giants as their Fundraising Manager in early 2023. She is passionate about utilising her skills and experience to support World Bicycle Relief, loves traveling and is a keen Crossfitter.

Following a career as a public company CFO in the global food industry and in the world of international shipping services, Martin joined the Board of a mental healthcare charity as CFO and Transformation Director. He is a keen cyclist and has an interest in a business providing top-end cycling training. He also supports local voluntary activities near his home in Surrey.


Malcolm is a 30+ year veteran of the bicycle industry and was formerly CEO for Trek Bicycle’s European operations. Since 2019 he has continued to work for Trek supporting their advocacy efforts in Europe. He is a lifelong cyclist who has been fortunate to ride in many countries around the world including a recent ride with World Bicycle Relief to Zambia which he rates as all-time ride highlight.


John was formerly CEO of Haynes Publishing Group PLC. Prior to joining the media and business solutions world he was a Director at Beeson Gregory in the City of London. John is a patron of Prospex, the London-based charity that supports disadvantaged young people. John received a BA (Hons) business degree from Oxford Brookes University and an MBA from the London Business School. He is a keen, if somewhat slow cyclist and enjoys swimming.

Tim has worked in diplomacy, development and campaigning throughout his career. As a British diplomat, he worked in Mozambique, Zimbabwe and Cuba, where he was Ambassador. He has also worked for Save the Children and Christian Aid in central Africa and, most recently, led the ONE Campaign’s advocacy and campaigning in Europe. He’s a keen cyclist who tried to bikepack from Zimbabwe to the UK when he was younger but now sticks to less challenging rides.

Dave was Africa Director for World Bicycle Relief (WBR) for 9 years. Bringing intimate knowledge of on-the-ground operations, implementation environments, and target markets, Dave was appointed CEO for World Bicycle Relief NFP in May 2016. In close collaboration with the board, Dave has promoted a renewed emphasis on sustainable and quantifiable impact, operational excellence and building the foundations for growth, and communicating the power of bicycles and the issue of local mobility.

Jeff is Director of Finance and Administration for World Bicycle Relief. Jeff oversees financial and risk management for WBR’s global operations, including financial strategy development and execution, management of WBR’s ERP, financial and operations data collection, information technology initiatives, reporting, accounting, auditing, implementation of financial control systems, and foreign exchange management.

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Whether you’re a biker, baker, or policymaker, there’s a place for you in our movement. Join our community of supporters and change the world through The Power of Bicycles.