We’re always keen to support local and national athletes and good causes, so when our friend James Hook got in touch and told us about his latest challenge, we were more than happy to help.

The former Wales and British and Irish Lions international has just completed a mammoth 100-mile hike in aid of Wales Air Ambulance, a charity he became an ambassador of after they saved the life of his youngest son, Harrison.

Dubbed ‘Hooky’s Hike’, the Port Talbot-born rugby player walked along the Welsh coast from Tenby in Pembrokeshire to Mumbles in Swansea to raise both funds and awareness for the lifesaving charity.

Above: Katrina Merrell, the lcv group marketing manager, with James Hook at Wales Air Ambulance.

Our company motto is to be ‘people powered’.

Talking ahead of the ‘hike’, James thanked the lcv group and all who had donated to the cause:

“It’s a long way, and hilly in parts but knowing that every step and penny raised will save lives is my driving force and will give me the motivation to carry on.

“I would like to say a massive thank you to everyone who has supported me so far."

Rod Lloyd, CEO of the lcv group, said:

“It’s great to be able to support the Welsh Air Ambulance charity and James Hook in raising money for such an important cause. Our company motto is ‘people powered’, and we feel that we share similar values to the Welsh Air Ambulance of being community-focused and putting back into our local area. We wish them well on the 100m walk and the lcv group will be there to cheer James along.”

Who are Wales Air Ambulance? 

Operating 24/7 throughout Wales, Wales Air Ambulance needs to raise £11.2 million every year to keep its helicopters in the air and its rapid response vehicles on the road.

How can I help?

At the time of writing, James has raised more than his initial target of £5,000 in donations, and every extra penny helps a great cause. You can donate to James’s fundraiser here.