Smeg Backs the Incredible "Tony the Fridge" Challenge

Smeg has named Tony Phoenix-Morrison, known to many as "Tony the Fridge", as their national charity of the year for 2013. This remarkable man is about to embark on the equivalent of 40 marathons over consecutive days across the UK

carrying a 42.5kg Smeg FAB10 Fridge!

This amazing effort is in aid of the Sir Bobby Robson Foundation, the charity set up in memory of late England and Newcastle Manager, to help detect and treat cancer early.


Inspired Madness for a Great Cause

With a history of similarly impressive feats, Tony first hit the news when he completed the 2011 Great North Run carrying a fridge, then in August 2012 he went on to complete 30 Great North Runs in 30 Days, hitting the headlines when he was championed by Chris Evans and Alan Shearer, amongst others. He has continued to enter and complete in excess of 50 road races, half and full marathons and has successfully endured a 12 hour treadmill challenge wearing his trusty 7-stone Smeg fridge.

Tony's inspiration came from losing close family members and friends to cancer, and the profound and devastating effect this condition in its various forms can have on the lives of everyone unfortunate enough to encounter it. Deciding to dedicate his life to raising awareness and fundraising, Tony's extraordinarily demanding approach is certainly hard to ignore, and we can understand why Smeg decided to give him their backing and also provide a similarly eye-catching fridge.

In April 2013, Tony took on arguably the most demanding challenge to date, a 67.1 mile non-stop 24-hour run around Newcastle’s Quayside, which was an incredible success but of course so physically and mentally demanding. Tony is not one to be deterred by the prospect of mere exhaustion, though…

The Challenge Ahead

On 3rd August 2013 Tony sets off on the 'Smeg Endurance Challenge' from John O'Groats to Lands End - running the full length of the country. Incredibly, Tony will attempt to break the world record in the process, running over 1,050 miles over 40 days, equating to a full marathon EACH DAY, with the weight of approximately 40 litres of water on his back, as if it was not hard enough already.

Tony has conceded that this latest challenge may be “a fridge too far” and went on to say “I have never actually run 2 back to back marathons with a fridge let alone 40! But my awareness and fundraising campaign is all about tackling what is thought to be impossible and making it to the other side”.

“Cancer can beat you to your knees if you let it!" he continues, "My efforts are a tribute to the fighters and hopefully an inspiration to the sufferers not to give in. I have no doubt each day will be a fight for survival but I am ready for the challenge and fully accept the struggle and toil I am about to face”.


The Route

Tony sets off from John O'Groats, heading south towards Inverness, then across the Cairngorms into Edinburgh, taking on ascents of 1,500 ft along the way. He will then run south-east along the A68 to his hometown of Newcastle Upon Tyne. Tony will then continue south, passing through York then on to Nottingham. After Leicester he passes through Milton Keynes before arriving in the capital. Leaving London Tony will run south west for the final leg of the journey, reaching the south coast at Southampton, before following the coast line westerly past Exeter and on to Lands End.

How Can You Help?

If you get the chance and are on Tony's route why not pop along and give him some well-needed encouragement? Donations to the great cause are obviously welcome, too, and you can add yours to the pot by CLICKING HERE.

click_here_buttonto see all Smeg Fridges (including the FAB10)