The project was devised and managed by Ian O'Grady. He recruited the Team GB Paralympian Nick Beighton, Adam Harmer, a professional kayak coach and University Lecturer, Tori James who was the first Welsh woman to stand on the summit of Mount Everest. Beeline Britain's aim was to raise funds and awareness for Blesma, the limbless veterans charity. The project gained full royal endorsement from the Royal Foundation of the Duke and Duchess of Cambridge and Prince Harry, and has to date raised over £20,000 for Blesma.