UK Wave Tour Pro and Southbourne local James Cox, has been unveiled as an ambassador for the Lifeboat Tea Extreme Tea celebration of the ordinary people that do extraordinary things for the Royal National Lifeboat Institution (RNLI).

James is embracing the Extreme Tea initiative by Lifeboat Tea, the tea brand that raises vital funds for the charity (which is entirely funded through donations), by representing Lifeboat Tea both on and off the water.

James said of his involvement with Lifeboat Tea: “I feel extremely privileged to be given the post of a Lifeboat Tea ambassador.  Like many of us who spend so much time on the water, I have seen my fare share of bad weather and I have a massive respect for the job the RNLI performs. Myself and my friends know how important it is to assess risks before venturing in to the water but we are aware that sometimes things can happen that can put you outside your comfort zone and in danger regardless of how prepared you are.

“Although I have never needed the RNLI called out for me; for the above reason, I can’t be sure this will always be the case. It’s because of this and the fact that so many of my friends spend time in the sea that I strongly want to help raise support for the volunteers at the RNLI through the Lifeboat Tea campaign.”

Lifeboat Tea is inviting people to follow James and share their own Extreme Tea photos via the Lifeboat Tea website (www.lifeboattea.co.uk/extreme), Facebook and Twitter. Lifeboat Tea costs £2.09rrp and is available from leading supermarkets such as Waitrose and selected Tesco and Asda supermarkets. It is also available in RNLI shops.

James is sponsored by: Quatro International, Ezzy Sails, Lifeboat Tea, K4 Fins and Big Salty Weather