The Cows Media Release


17 Aug 2022

Embargo: None

Written by: Dave Macleod

Sewell overwhelmed by response from runners after his accident

Durban – When Mike Sewell fell to the road in the middle of the Klein Karoo after the collision with a passing bakkie that ended his Long Road To Comrades 2.0 earlier this week, he felt that his goal of raising R1 million for the CHOC Childhood Cancer Foundation was as shattered as his left arm.

In his hospital bed in George Sewell resigned himself to the fact that his 1800 km run from Cape Town to The Comrades Marathon was over, and put out a broad appeal to the running community for help, and set up a Strava club to try and complete the 1450km that were still outstanding.

In less than two days 338 runners stepped up to the plate, completing 3 439km in support of the project, helping Sewell reach and exceed his target mileage for the project.

"The response from the running community was just incredible," said Sewell.

"I had hardly got out of surgery when word got out about the accident, and two people contacted me volunteering to step and run the rest of the actual route for me.

"Essentially I was still very much in shock mode from the accident, and I didn't know what to do with it at that time.

"I discussed it with my team and we decided that spreading it wide rather than one person replacing me on the road would be beneficial from a fundraising point of view for CHOC.

"Once we set up the Strava club, I knew we would get those kays before The Comrades," Sewell said. "But I really wasn't expecting the response to be that fast. It took a day and half and we had reached the target!"

"It was very humbling and incredibly special," Sewell said. "I am so deeply appreciative of the response from the running community."

Sewell said that the priority was now to maintain the fundraising element to try and realise the core goal of raising R1 million for CHOC.

He vowed to be at The Comrades to keep the initiative alive, even though he won't be able to run the distance between Pietermaritzburg and Durban on the day.

With The Cows being one of the official charities of The Comrades Marathon, Sewell is appealing to individuals and corporates inspired by the project to contribute to his fundraising account.

Anyone keen to contribute to Sewell's fundraiser can visit his fundraising account at The Strava link is at

More information about The Cows can be found at

About The Cows
The Cows were started in 2008 by a group of eight enthusiastic cyclists keen to make a difference and raise funds for the CHOC Childhood Cancer Foundation of South Africa. Cordi van Niekerk was one of the founder members and joined Kerrin and Grant Bain in cycling the 947 Cycle Challenge in memory of their daughter, Jessica, who had recently died from cancer at just 20 months old.

As CHOC had played a significant role in the Bain family's life in the last few weeks of Jessica’s life, specifically with palliative care and emotional support, the decision was to make CHOC the beneficiary of their quest. They decided to don cow suits and succeeded in raising R230 000.

In 2009, the herd gained momentum and grew to 140 energetic cows. Just two years later the herd numbered a staggering 350 cows all riding for a purpose. Armed with the ‘Love Living Life’ slogan and a healthy dose of enthusiasm, the herd has enjoyed much success and acclaim.

Ten later, hundreds of people have participated in events wearing cow suits. The Cows have raised well over R30 million for specific projects implemented by CHOC and The Cows brand is prominent in many sporting events in South Africa. With these funds, CHOC is able to make a difference to the children being treated for cancer throughout South Africa.

One herd; one quest: to make a difference to children with cancer. Love Living Life!

More information can be found at


Photo Caption Photographer Click to download the hi-res pic

 The Cows Logo - JPeg


Mike Sewell says he has been overwhelmed by the response from the running community helping him complete the mileage needed for his Long Road To Comrades 2.0 "It was very humbling and incredibly special," Sewell said. "I am so deeply appreciative of the response from the running community." Supplied/
Gameplan Media

Mike Sewell in hospital in George after having is shattered humerus repaired with pins and plates. In less than two days 338 runners  completed 3 439km in support of the project, helping Sewell reach and exceed his target mileage for the project. Supplied/
Gameplan Media

Conditions of usage of photographs: All photographs supplied and hyperlinked herewith may be used free of charge, with full credit to the photographer and agency as provided. The photographs may not be modified or retouched in any way, but may be cropped to suit the layout requirements of the publications. The photographs provided may be used exclusively for editorial purposes, and may be reprinted in any newspaper, magazine, television programme or on any website. These photographs may not be used for any commercial or promotional purpose, including but not limited to posters, advertisements, commercials, promotional email correspondence, point-of-sale material or any retail promotion. Should such usage be desired, please contact us at the details below.
Is this of no value to you?
This media release is intended for use by media professionals covering this specific activity or sport. Should this release not be relevant you, please advise us immediately and we will be glad to remove your name from this particular database. It would be useful to us if you could advise us which subjects you would like to continue receiving releases on.
For any further information, or if you cannot access the images, please contact:
Gameplan Media
(031) 764 3017