James Cole Becomes A Patron of Sail 4 Cancer

22 January 2024

James Cole, the 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.  With offices in Chorley (Lancashire, UK) and Austin (Texas, USA), the luxury and ultra-luxury cruise specialist aims to be the world’s largest retailer of luxury cruises by the year 2030.

Commenting on the announcement, 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.”

“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 (Baron Boyce KG GCB OBE KStJ DL) 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, Trustee of Sail 4 Cancer said:

“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.”

“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 Panache Cruises at

James Cole Becomes A Patron of Sail 4 Cancer
Share This Article

Search Website