The founder of hospitality-focused mental health initiative Healthy Hospo and owner of Avallen Spirits is running 42 marathons in 42 days in his 42nd year to raise £42,000 for the Benevolent charity.
Tim Etherington-Judge will launch his Run 424242 challenge on 20 July 2019 at the Tales of the Cocktail trade conference in New Orleans in the US. Following marathons in New York and Amsterdam and two in London, the challenge will culminate with a 42nd marathon in London on 30 August.
He said: "We need to challenge the issues head on and begin to change the conversation if we're going to tackle the growing rates of mental health problems, suicide, substance abuse and burnout.
"After surviving a suicide attempt in 2016 I'm lucky to be here, and I wanted to take on a life-changing challenge to inspire others to take action to improve their own mental health and to raise money for projects to improve mental health for all of us in the hospitality industry."
According to a recent report by the Benevolent, a third of all drinks industry workers in the UK suffer from mental health problems.
He is calling on friends and colleagues in the industry to run with him, help fundraise and gather donations, sponsor him or even just give him a cheer and share his challenge on social media.
All donations will go to the Benevolent for projects directly related to mental health within the drinks industry, and donations can be made here.
Healthy Hospo provides education, support, events and business development for individuals, outlets and brands working in or with the hospitality industry focusing on sleep, nutrition, mental health, exercise and social connection.