Seems like a scam for someone to get rich quick. I have just looked at the site regarding this and it quotes "Over 8,000 people took part in the Etape series events in 2013, and riders raised just under half a million pounds for Marie Curie Cancer Care"
If the riders, raise the money, (quote from the link above, " All you have to do is simply raise a minimum of £250 for those riding Etape Pennines"), where is the rest of the money. On my calculator, £250 x 8,000 = £2,000,000. So over 1.5 million does not go to Marie Curie Cancer Care.