Alex Challoner, a businessman who previously sought the Conservative nomination for London Mayor, has officially entered the race for the 2028 election, becoming the third candidate vying for the party's candidacy. His campaign centers on a pledge to "unleash" London, with a primary focus on tackling fare evasion across the Transport for London (TfL) network.
Challoner's flagship proposal involves deploying uniformed British Transport Police officers at ticket gate lines on Tube stations as a visible deterrent, supported by plain-clothes officers operating across the network. Fare dodgers caught would be stopped, arrested, and prosecuted. Additionally, TfL staff would be trained to challenge fare dodgers directly, rather than merely observing and reporting incidents.
Fare dodging is estimated to cost TfL approximately £190 million per year, making it a significant financial issue for the city's transport authority. Challoner describes this as the first pillar of what he calls the party's "boldest" ever City Hall campaign.
Housing and tax pledges
On housing, Challoner has pledged to replace the current London Plan, which runs to hundreds of pages, with a concise 30-page document. His team states it will keep "only the rules London truly needs while tearing up those that stop developers building the homes Londoners want to see built."
In addition to transport and housing, Challoner has promised to slash VAT on gym memberships to address men's mental health issues and to remove VAT entirely for London's independent brewers through a Mayoral rebate. These measures aim to support local businesses and promote public health.
Challoner's critique of Sadiq Khan
Challoner was critical of the current Mayor, Sir Sadiq Khan, accusing him of allowing London to "shrink" over the past decade. He stated: "London should be the greatest city on earth. Instead, after ten years of Sadiq Khan, it has been allowed to shrink."
He highlighted the frustrations of Londoners: "People who pay their fare on the Tube watch others barge through the barriers. People who work hard cannot find a home. And the places where Londoners go to stay healthy, see their mates and enjoy this city are being squeezed from every direction."
Challoner emphasized his intent to end what he perceives as decline: "I am not standing to manage that decline. I am standing to end it. Police on the gates. A London Plan you can read in an afternoon. Tax cuts for the gyms and breweries that keep this city alive. I will unleash London."
Competition and selection process
Challoner will compete against former Home Secretary James Cleverly and Westminster City Councillor Festus Akinbusoye for the Conservative nomination. The selection process allows additional candidates to submit their interest by September 30, after which a selection panel will narrow the field to two finalists.
Following a series of hustings, party members will vote for their preferred candidate, with the decision expected before the end of the year. Challoner framed the race as a critical choice for the party: "This is a choice between winning London and losing for a fourth consecutive time. We will not win by doing what we’ve always done and saying what we’ve always said. Conservatives are at our best when we are at our boldest and I intend to prove that by beating Sadiq Khan in 2028."
