Midlands Air Ambulance Charity is inviting supporters to take on one of its hottest fundraising challenges yet as registrations open for its first ever Firewalk Challenge.
Taking place on Saturday 14th November 2026 at the charity’s airbase headquarters in Shifnal, Shropshire, the unique event will see participants walk barefoot across red-hot embers reaching temperatures of up to 800°C, all while raising vital funds to help keep the charity’s three air ambulances and fleet of critical care cars operational.
The Firewalk Challenge forms part of the charity’s 35th anniversary celebrations, giving supporters the opportunity to conquer their fears, challenge themselves, and raise lifesaving funds for the charity’s emergency service.
Participants will receive expert motivational training before taking on the challenge, which will be delivered by the experienced team at Time4Change Firewalk Transformation, one of the UK’s leading firewalk providers.
Registration costs £35, with participants asked to raise a minimum of £150 in sponsorship. Every pound raised will help Midlands Air Ambulance Charity continue responding to patients experiencing critical illness or injury across Gloucestershire, Herefordshire, Shropshire, Staffordshire, Worcestershire, and the West Midlands.
Jo Bailey, group events lead at Midlands Air Ambulance Charity, said: “As we celebrate our 35th anniversary, we are excited to introduce a new challenge that offers supporters a very different way to get involved while helping to save lives across the Midlands.
“The Firewalk Challenge is a powerful reminder that difficult moments require preparation, focus, and resilience. These are the same qualities our crews depend on when they are called to deliver emergency care in some of the most challenging circumstances. By taking part as an individual, with friends, family or colleagues, every step across the embers will help us continue supporting patients when they need us most.”
The charity receives no government funding for its daily operations and relies entirely on the generosity of local people, businesses and supporters to keep its lifesaving service operational. To find out more or register for the Firewalk Challenge, visit www.midlandsairambulance.com/events
