Panache Cruises founder becomes patron of Sail 4 Cancer charity

Founder and chief executive of Panache Cruises, James Cole, has been appointed as a patron of charity Sail 4 Cancer.

Founded in 2001, the charity provides days out and holidays for families affected by cancer and aims to give families something to look forward to in the “darkest of times”.

Andrew Hayward, founder of Sail 4 Cancer and the wider 4 Cancer Group, said the charity has sent more than 7,000 people on respite breaks since it launched, which he equated to more than 93 years’ worth of holidays.


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Cole, who launched Panache Cruises in 2020, has raised nearly £50,000 for the charity over the last 15 years.

“Sail 4 Cancer is a charity that has been close to my heart for well over a decade,” said Cole.

“I have seen first-hand the impact that Sail 4 Cancer makes having nominated several families in need for holidays with them. This is an incredible charity which makes a massive difference to the lives of many.

“I am delighted to become a patron of this amazing organisation and I am eager to get involved with a brief to get more people affected with cancer out on the water.”

Hayward added: “I have known James for over 15 years during which he has been a massive support, raising close to £50,000 for the cause through a wide range of fundraising events.

“He continues to impress me with his immense energy, laser beam focus and, above all, his integrity.

“James is a great addition to the wider charity team and we look forward to working with him closely in the years to come.”

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