Diagnosed with genetic stage three breast cancer in February 2023, James set up the organisation in response to the lack of awareness around the male variation of the disease.

Surprised by the lack of tailored support and information readily available around the disease, James has made it his mission to increase awareness around male breast cancer and provide support to others going through their own journeys.

With treatment now completed, James is focused on changing how male breast cancer is talked about, understood and recognised.