James Du Pavey is flying 746 miles from John O'Groats to Lands End in a powered paraglider, in aid of a Stoke-on-Trent children's charity.
The founder of the estate agents firm, which has offices in Staffordshire and Cheshire, is taking on the death defying challenge in a paramotor.
He set off at 3am on Monday from from John O’Groats, and is hoping to complete the trip within three days.
The current record was set in 2011, by a team from ‘Flying for Heroes’ at 7 days.
His chances will be dependent on weather conditions and prevailing winds.
James is hoping to raise £10,000 for the Trentham based children's hospice The Donna Louise.