Sail 4 Cancer Appoints James Cole As Patron

James Cole, founder and CEO of luxury cruise specialist Panache Cruises, has been appointed Patron of the marine charity Sail 4 Cancer.

Founded in 2001, Sail 4 Cancer provides days out and holidays for families affected by cancer, all of which have a nautical focus. From sailing days to longer holidays on canal boats and cruise ships, Sail 4 Cancer gives families something to look forward to during the darkest of times.

With a cruise industry career that extends over 25 years, James Cole has founded and developed some of Europe’s leading cruise brands. Launched at the start of the Covid-19 pandemic in 2020, Panache Cruises is James’ latest venture.

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

James added: “I am delighted to become a Patron of this amazing organisation. With Patrons that have included the former Admiral of the Fleet, the Lord Michael Boyce plus competitive sailors such as Sir Ben Ainslie CBE, Dee Caffari MBE and Nick Moloney, I have some big sea boots to fill! However, I am eager to get involved with a brief to get more people affected with cancer out on the water.”

Commenting on the announcement, Andrew Hayward, founder of Sail 4 Cancer and the wider ‘4 Cancer Group’ said: “I have known James for over 15 years during which he has been a massive support, raising close to $65,000 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.”

Andrew concluded: “Since 2001, Sail 4 Cancer and the wider ‘4 Cancer Group’ has sent over 7,000 people affected by cancer away on a range of respite breaks. We have delivered over 93 years’ worth of holidays during that period. With a target to reach 100 years of respite by the end of next year, if there is anyone reading this story who thinks they can help with fundraising or by donating a holiday (water based or otherwise), we would love to hear from them.”

Find out more about Sail 4 Cancer at


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