People Awards 2024: Extra Mile Award – Craig Prentice

In challenging times, the winner of the Extra Mile Award created an initiative to support the mental health of colleagues while raising funds for industry charity Hospitality Action.

Walk for Wellbeing has become Hospitality Action’s biggest mass participation event, raising an astonishing £335,000 to support industry workers who find themselves in crisis.

Craig Prentice, director of hospitality talent partner mum, launched the first Walk for Wellbeing in 2020. At the time, people had been confined to their homes in a bid to stop the spread of coronavirus, and both the nation and the industry were facing existential crisis.

Many hospitality workers, used to spending their days in busy and sociable environments, were struggling with the isolation of lockdown. As the seclusion and uncertainty of the period took its toll, Prentice looked for a means to bring people together to support their mental wellbeing alongside the wider industry.

Mark Lewis, chief executive of Hospitality Action, explains: “During those challenging times, Craig focused his efforts on supporting Hospitality Action, which was working tirelessly to provide emergency financial assistance to the thousands who suddenly found themselves unemployed. From this commitment, Walk for Wellbeing was born.

“Craig’s premise was simple: make the most of our allotted socially-distanced time outdoors by using it as a moment to do something for others, to send a message of solidarity and to face our own fears.

“From those humble beginnings Walk for Wellbeing has grown to become our biggest mass participation event, attracting thousands of walkers, raising hundreds of thousands of pounds and starting numerous positive mental health conversations.

“Craig’s vision, tenacity and generosity of both spirit and time have made Walk for Wellbeing a national movement with events in nine UK cities. He has created a fundraising mega-brand securing acres of coverage, tens of partnerships and tens of thousands of pounds in sponsorship from an industry keen to create a positive and caring atmosphere.”

This year’s Walk for Wellbeing saw 1,000 walkers unite to raise more than £110,000 for Hospitality Action. Organised events were held in London, Oxford, Bath, Bristol, Cardiff, Birmingham, Liverpool, Manchester and Glasgow, allowing colleagues to come together, get outside and take on a challenge. Many more participants planned their own routes with friends or chose to step out alone for a contemplative stroll.

Since its launch, Walk for Wellbeing has raised thousands of pounds for Hospitality Action, while simultaneously highlighting the importance of taking time to support mental health.

In recognition of his work, Prentice was made a Hospitality Action patron in 2023.