Utility Bidder’s MD James Longley takes on Ironman to honour Late CEO and support Pancreatic Cancer Research
James Longley, Managing Director and Founder at Utility Bidder, is taking on one of the ultimate endurance challenges: an Ironman triathlon. The 2.5-mile swim, 112-mile cycle and 26.2-mile run, all in a single day, will raise funds for Pancreatic Cancer UK.
This effort is a tribute to the memory of Utility Bidder’s late CEO, Chris Shaw, who passed away earlier this year from pancreatic cancer. Every penny raised from this campaign will go directly to the charity, with no funds used for training or personal expenses. James has set an ambitious fundraising target of £20,000.
Scheduled for the 14th of June 2026, James will be joined by his brother, Tom Longley, among roughly 3,000 competitors where he plans to complete the event in around 12 hours.
James’ training regime combines cycling, running, swimming, interval sessions and strength work. He’s even using AI tools like ChatGPT to optimise his preparation. “I like a challenge,” says James. “When you think you’re done, you still have some left in you. I want to push myself, do my best no matter what, and get to the start line.”
James is documenting his journey on social media under the handle @PowerThroughJourney, posting updates on Instagram, LinkedIn and Facebook to engage supporters and raise awareness for pancreatic cancer.
To help reach his fundraising target, James is seeking corporate sponsorship at £500 per company, with sponsors’ logos featured on three of his event kit items. Utility Bidder and its network will also be hosting fundraising events and collaborating with local and national partners to support the campaign.
Donations can be made via his JustGiving page: James Longley is fundraising for Pancreatic Cancer UK
About Utility Bidder
Founded in 2009 by James, Utility Bidder helps businesses find the best utility tariffs with minimal effort. Built on principles of talent, energy and accuracy, the company combines expert knowledge with a commitment to delivering above-and-beyond value to clients and suppliers.
Chris Shaw joined Utility Bidder in January 2018, bringing with him decades of experience in business innovation and leadership. Under his guidance, Utility Bidder experienced transformative growth, expanding its market presence. His influence shaped a culture of excellence, resulting in multiple TELCA Awards and achievements that began only after he took the helm.
Chris’s leadership extended far beyond Utility Bidder. As a founder of the Energy Consultants Association (ECA), he played a pivotal role in uniting brokers, suppliers and business energy consumers under a shared vision for higher standards, greater transparency and ethical practice across the energy industry. In 2024, Chris was recognised as Industry Expert of the Year at the TELCA Awards, reflecting the deep respect he commanded throughout the sector. He was known for his business insight, mentorship, and his ability to lead with warmth and integrity.
The drive and spirit that he encouraged remain central to Utility Bidder’s culture today. His values will continue to guide the team in how they support clients and each other. They also inspire James’s Ironman challenge, a tribute to the same determination to push limits and support pancreatic cancer research.
Chris’s legacy continues to resonate deeply within Utility Bidder, across the energy consultancy community, and among the many people whose lives he touched.
To support James and Pancreatic Cancer UK, click here.