The annual Chain Reaction Challenge runs from March 7-12 and will see a group of 42 senior executives cover a grueling 1000km from Port Macquarie, through the hinterland of Byron Bay, and the Gold Coast before arriving in Noosa.

The group has an overnight stay in Coffs Harbour on Sunday.

“This is a physically and mentally challenging event aimed at taking senior executives out of their comfort zone to raise fundsfor our children in need," said Berrick Wilson, Chain Reaction Challenge founder and chairman.

"My first daughter suffered a brain hemorrhage at birth in 2006, but thanks to some excellent neonatal hospital care has made a full recovery.

"The experience changed my life and was the inspiration for the Chain Reaction Challenge, which has raised nearly $2 million for children’s charities in just three years.”

Monies raised from this year’s efforts will go towards the Starlight Children’s Foundation and The Alannah and Madeline Foundation.

As a keen social cyclist, Berrick and his colleagues know that cycling continues to be a great way to engage corporate supporters to complete a personal challenge and raise much-needed funds.

They are encouraging other corporates to back the initiative and donate some dollars to the cause.

Since it’s inception in 2006 nearly $2 million has been raised for Australian children’s charities which shows how a small group of dedicated people can really make the difference and raise significant amounts of money when they put their hearts and minds into it.

This year's route is:

• Day 1 (Sunday, March 7): Port Macquarie to Coffs Harbour 170km;

• Day 2 (Monday, March 8): Coffs Harbour to Yamba 150km;

• Day 3 (Tuesday, March 9): Yamba to Byron Bay 190km;

• Day 4 (Wednesday, March 10): Byron Bay to Broadbeach 120km;

• Day 5 (Thursday, March 11): Broadbeach to Brisbane 144km;

• Day 6 (Frday,i March 12): Brisbane to Noosa 160km.