Cyclists from Alberta’s construction industry will pedal into Pincher Creek on Aug. 17 to wrap up the 12th annual Ride Through the Rockies, a 300-kilometre fundraiser for affordable housing.

The three-day cycling event, presented by Star Building Materials and supported by Qualico and Borger Group of Companies, is coming to Pincher Creek for the first time as its finish line destination. About 40 riders are expected to arrive at Stardust Inn & Chalets between 12 p.m. and 1 p.m. on Aug. 17.

Last year’s ride raised a record-breaking $344,000 for Habitat for Humanity Southern Alberta’s affordable homeownership program. This year’s goal is to raise an additional $350,000, which would push total fundraising past the $2 million milestone since the event launched in 2014.

“Funds raised through RTTR directly support Habitat for Humanity Southern Alberta’s affordable homeownership program,” organizers said. “Every dollar helps build safe, affordable homes where families can grow, thrive, and plan for the future.”

The event combines personal challenge with corporate social responsibility, bringing together executives, employees and partners from Alberta’s construction, development and homebuilding sectors. Riders train for months before the annual challenge.

More than $1.7 million has been raised to date through the cycling fundraiser, which runs Aug. 15-17 this year.

Community members are invited to bring family, friends and homemade signs to cheer on the cyclists when they arrive. The event is supported by volunteers and event crew.

Habitat for Humanity Southern Alberta is a non-profit organization that partners with working families to help them access affordable homeownership. More information is available at ridethroughtherockies.com and habitatsouthernab.ca.