A ROSS-SHIRE businessman will be taking part in a gruelling bike ride this weekend - fuelled by his own breakfast cereal.
Alex Matheson, who runs his own company FUEL10K, is in training for the 2017 Etape Loch Ness – a 66 mile race around the legendary loch which starts and finishes in Inverness.
A record 5200 riders will line up for Sunday’s event.
Alex, from Brahan near Dingwall, will also cycle the North Coast 500 in 48 hours between May 9 and 11, a 516-mile route around the north coast of Scotland, starting and ending at Inverness Castle.
And on June 9, he will take part in The Duchenne Dash, a 24-hour bike ride from London to Paris to help raise £1 million for research charity Duchenne UK.
Earlier this year he completed the Strathpuffer, an energy-sapping 24-hour cycling event over a forestry course near Strathpeffer.
Alex’s brand FUEL10K is the official breakfast sponsor for Etape Loch Ness and The Duchenne Dash and will be providing riders with hot porridge and other high protein breakfast products from the range to help competitors to reach their potential.
Alex, a former Army captain who commanded tanks in Kosovo and Iraq, said: "Like our brand, the FUEL10K team are an active-orientated bunch and we do all sorts of things from jungle marathons to professional skydiving and motorbike adventures.
"Cycling is my thing and I’m proud to be involved with some of Scotland’s most iconic cycling challenges as well as the London to Paris Duchenne Dash.
"Our brand is all about getting out there and giving it your best shot whether you’re at the beginning of a journey or looking at an Olympic Gold.
"We’re excited to be meeting a lot of people who think the same way we do and bringing people back to breakfast."
FUEL10K is a fast-growing brand offering a full range of protein-boosted breakfast options including the first meal-drink liquid breakfast, porridge pots, granolas, wheat biscuits, multigrain flakes and new fruity Quark pouches.