The FireFlies can be summed up perfectly with their powerful motto: For Those Who Suffer We Ride. The cycling group got its start in 2001 aiming to honor lives lost to cancer with a legendary event, and the west coast iteration—FireFlies West—is ready to ride.

Started in 2007, FireFlies West now attracts nearly 50 cyclists a year, coming together to cycle down the coast of California from San Francisco to Los Angeles—and The Lift’s very own Avelino Rodriguez is among those who ride.

Comprised of many of our contemporaries in the advertising and entertainment industries, FireFlies West brings together like-minded individuals who cycle for both each other and the greater good. The course may be tough and the ride relentless, but the cause is all worth it.

Cheer on the riders and donate to the amazing causes supported by the ride, right here. Good luck to everyone!