A French publicist, Jean Philippe de Bologne was employed to promote a French bicycle makers in a small town near Deauville. The genius came up with an idea to attempt to break the world record for cycling continuously.
Jean Philippe employed Alfred Letourner, a racing cyclist, to cylce continuously for 7 days, which would break the world record for cycling, currently held at 6 days.
Alfred Letourner took this task so seriously, he underwent endless hypnotherapy leading up to the event, to train his brain to cycle during his sleep. The pictures of Letourner and the bicycle that broke the world record, were published all over the world, and nobody has been able to train their brain in this way since the great Letourner.