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Alex Challoner becomes third Conservative to seek London mayor nomination
The consultant and former party adviser wants British Transport Police officers at Tube stations and a London Plan of 30 pages or fewer.
Key facts
- Alex Challoner is the third Conservative to seek the party's London mayoral nomination
- Applications for the Tory shortlist close at noon on Wednesday 30 September
- Pledges include BTP officers at Tube stations and a London Plan of 30 pages or fewer
- The next London mayoral election is due in May 2028
Alex Challoner, a communications consultant and former Conservative adviser, wants to be his party’s candidate for London mayor. He is the third known contender for the Tory nomination ahead of the election due in May 2028.
Conservative leader Kemi Badenoch has approved a selection panel, which will draw up a shortlist of hopefuls. Applications close at noon on Wednesday 30 September.
Challoner, who founded the consultancy Cavendish Communications, is up against two better-known names. James Cleverly is the MP for Braintree, a London Assembly member and a former senior minister. Festus Akinbusoye sits on Westminster City Council and used to be police and crime commissioner for Bedfordshire.
Alex Challoner’s pledges for London mayor
His campaign website promises to “unleash London’s full potential”. Its headline ideas are putting British Transport Police officers into Underground stations to stop fare-dodging, and cutting the London Plan, the capital’s master planning document, to 30 pages or fewer so that more homes get built.
He also wants a “mayoral rebate” of VAT for some gym members and brewers. VAT is set by national government rather than by the mayor, so Challoner would push for VAT on private gym memberships to be scrapped, putting them level with council-run gyms. In the meantime City Hall money would let private gym members claim back the VAT they have paid, up to a limit. Independent breweries would get a similar arrangement.
His team argues that the gym rebate would help men’s mental health, because gyms are places where men feel more able to talk about their problems. It says help for small brewers would bring down the price of beer and support London’s night-time economy.
“We will not win by doing what we’ve always done and saying what we’ve always said,” the campaign website says.
Who is Alex Challoner
His first job was in regional journalism. He later advised the Conservatives in the 1990s and worked on Steve Norris’s campaign in 2000, the first mayoral race, which Ken Livingstone won.
In July 2024 he founded the London Vision Network together with Stephen Hammond, who used to be the Conservative MP for Wimbledon. The group funds polling and research intended to shape the party’s campaigning in the capital. Challoner also tried to become the Tory candidate for the 2024 mayoral election but did not make the shortlist.
A public consultation on Sadiq Khan’s draft new London Plan closes on 15 October.
Key questions
Who is standing for the Conservative London mayoral nomination?
Alex Challoner, James Cleverly and Festus Akinbusoye are all seeking the nomination.
When do applications for the Tory mayoral shortlist close?
At noon on Wednesday 30 September.
What is Alex Challoner's gym VAT rebate?
City Hall money would let private gym members claim back VAT they have paid, up to a limit, while he pushes for that VAT to be scrapped.
When is the next London mayoral election?
It is due in May 2028.
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