OUR CHARITIES
4ED
4ED was founded in honour of former Gloucester Rugby player Ed Slater following his diagnosis with motor neurone disease in 2022, and is dedicated to supporting people living with MND and their families through vital funding for specialist care, equipment, and life-changing support services.
RAFBF
The RAF Benevolent Fund is the Royal Air Force’s leading welfare charity, supporting serving personnel, veterans, and their families through financial assistance, mental wellbeing support, and practical help during times of need.
Meningitis Now
Meningitis is the UK's leading meningitis charity. We save lives and rebuild futures by funding research, raising awareness and providing support for people whose lives have been affected by meningitis. Over our 40-year history, we have invested over £12.7m in early-stage research that has played a critical part in the introduction of five life-saving vaccines
Under One Sky
Tonight, hundreds of people will sleep on freezing pavements across the UK. But Under One Sky volunteers are heading out to change that, not just with warm clothes and food, but with human connection, conversation, and dignity.
4 blokes.
4 charities.
1 boat
3,000 miles
In December 2027, four friends from Cheltenham, Oliver Bruce, Peter Lloyd, Tom Mayfield and Damien Mayhew will take on the World’s Toughest Row: a brutal 3,000-mile, fully unsupported crossing of the Atlantic Ocean from La Gomera to Antigua.
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No engines. No support. Just four men, one boat, and the relentless Atlantic.
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For around 40 days at sea, the team will battle exhaustion, towering waves, storms, and sleep deprivation as they push themselves to the absolute limit, all to raise vital funds and awareness for 4ED and the RAF Benevolent Fund, 4 incredible charities supporting people and families who need it most.
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More people have climbed Everest than rowed the Atlantic.
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4 Guys. 3,000 Miles. 4 Charities. 1 Mission.
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Oliver Bruce
Oliver Bruce is an entrepreneur, investor and CEO of performance marketing agency PinPoint Media, a business he founded at just 19 from his university halls. Neurodiverse and passionate about doing things differently, Oliver has built his career around entrepreneurship, creativity and bringing great people together.
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His journey has seen him recognised as one of the LDC and The Times UK Top 50 Entrepreneurs – Ones to Watch, as well as being named FSB Young Entrepreneur of the Year and Institute of Directors Young Director of the Year.
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Beyond business, Oliver is passionate about using entrepreneurship as a platform for positive impact. In 2027, he will take on the World’s Toughest Row to raise vital funds and awareness for 4 charities — embracing an extraordinary challenge in support of two causes close to the team’s hearts.
Damien Mayhew
Flight Lieutenant Damien Mayhew is a Royal Air Force A400M Atlas Captain with almost 20 years of experience operating and leading in some of the world’s most demanding environments. His career has taken him from frontline operations and disaster relief to long-range deployments across the Middle East, Africa, the Caribbean and Antarctica.
Built around service, teamwork and resilience, Damien’s career has taught him the importance of staying calm under pressure and looking after the people around you when circumstances are at their toughest.
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A husband, father of twin daughters and lifelong sportsman, Damien will bring that same sense of purpose to the World’s Toughest Row in 2027, swapping the cockpit for the Atlantic to raise funds and awareness for for 4 charities. For Damien, the challenge is about far more than crossing an ocean — it is an opportunity to give back, inspire others and demonstrate what can be achieved when a team keeps moving forward together.
Peter Lloyd
Peter Lloyd is an entrepreneur and business leader with experience building and scaling businesses across hospitality, marketing and social care. Educated at a military boarding school, Peter developed an early appreciation for discipline, teamwork and leadership before building his career in the Cotswolds.
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He went on to take control of a historic wedding venue and luxury B&B, growing the business to more than £1 million in annual revenue, while also helping to raise £30 million to establish a care home group from the ground up. Today, the group employs more than 200 people and has received national recognition for its work, featuring across the BBC, Sky News and ITV.
Known for his calm, solutions-focused approach and people-first outlook, Peter believes successful businesses should make a positive difference to the communities around them. A father of two young children, fiercely competitive and always ready for the next challenge, the Atlantic row brings together his love of teamwork, endurance and giving something back.
Tom Mayfield
Educated at the Royal Agricultural College, Tom Mayfield is an entrepreneur based in the Cotswolds, where he runs a successful property business and is the founder of Lemonhello, a premium Limoncello brand inspired by his love of Italy, quality and craftsmanship.
Away from business, Tom has always been happiest outdoors. A lifelong horseman, polo player, golfer and committed sports fan, he brings a naturally competitive spirit and sense of adventure to everything he takes on.
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In 2027, Tom will take on his biggest challenge yet by rowing the Atlantic in the World’s Toughest Row. At the heart of his motivation is his daughter, Etta, and the opportunity to show her the value of aiming high, embracing difficult things and using an extraordinary adventure to help others. By raising funds for for 4 charities, Tom hopes the journey will have an impact that reaches far beyond the finish line.
THEATLANTIC
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