James Cole, the founder and chief executive of Panache Cruises, has been appointed patron of marine charity Sail 4 Cancer

Founded in 2001, the charity 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.

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.”

Commenting on the announcement, Andrew Hayward, founder of Sail 4 Cancer and the wider 4 Cancer Group, said Cole “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,” he 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.”

Cole ‘has big shoes to fill’ as Sail 4 Cancer patron

Since 2001, the charity and the wider 4 Cancer Group has sent over 7,000 people affected by cancer away on a range of respite breaks.

“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,” Cole said.

“However, I am eager to get involved with a brief to get more people affected with cancer out on the water.”

The appointment comes the Chorley-based luxury specialist set its sights on turning over £60 million by 2027 as it looks to capitalise on its positive introduction to the market.