PLMR Midlands has backed Windsor Academy Trust’s ‘WAT a Run’ relay, which will see participants run 85 kilometres over two days on 16 and 17 May, visiting every school in the Trust to raise money for its ‘Bed and Breakfast’ campaign.
Now in its fourth year, WAT a Run brings together staff, supporters and partners in a relay-style challenge, with runners completing their chosen distances from 1km to a maximum of 17km at an inclusive pace.
Funds raised will go towards Bed and Breakfast, which provides essential support for young people across the Trust and ensures they are well rested and well fed so they can thrive in the classroom.
PLMR Midlands, which has been rooted in the region for more than 20 years, will not only act as headline sponsor but also see colleagues take part in the run, reinforcing its commitment to creating a positive impact in the communities it serves.
Martin Lopez, Head of Marketing and Communications at Windsor Academy Trust and a seasoned long-distance runner, started WAT a Run in 2023, and hopes to break the £70,000 mark in total funds raised this year.
He said: “WAT a Run has gone from strength to strength since it began. What started as a small event saw almost 100 people take part in 2025, taking our overall total to more than £40,000. We’re hopeful we can power past £70,000 this year in our biggest event yet.
“To have PLMR Midlands backing us in such a meaningful way is incredibly powerful. It shows that they care about giving every child the chance to feel safe, supported and ready to learn. That belief can change a young person’s outlook completely.”
The Bed and Breakfast campaign is a core part of the Trust’s wider mission to unlock academic and personal potential by removing barriers to learning, supporting pupils across its family of schools in the West Midlands.
By sponsoring the event, PLMR Midlands – part of the PLMR Group – is aligning its work in education, charity and social impact with a cause that directly supports children and families in the region.
Tiffany Beck OBE, Head of Education at PLMR, said: “Every child deserves to have a good night’s sleep and a nutritious breakfast before they go to school, so we were only too happy to sponsor WAT a Run.
“We’re incredibly proud to be part of something that is making such a clear difference. Having colleagues take part in the run alongside WAT and its communities will be a powerful reminder of why this matters so much.
“PLMR Group has long been committed to charitable causes, donating 5 percent of profits to charity since we were founded in 2006. We are delighted to be able to give back to the communities we work within through this incredible initiative.”
WAT a Run 2026 is expected to bring together a wide network of schools, partners and supporters from across the Midlands, building on the success of previous years while continuing to raise awareness of the challenges some young people face outside the classroom.
The route will start at Greenways Primary Academy in Stockton Brook near Stoke-on-Trent on Saturday 16th May, before working its way to Clayton Hall Academy closer to the city centre.
It will then resume on Sunday 17th May at Kingswinford Academy in the Black Country before a much longer route to the finish line at Cheslyn Hay Academy in Staffordshire.
