Alex is the Founder and chief executive of Harrison’s Fund, a medical research charity launched in 2012 after his eldest son Harrison was diagnosed with Duchenne Muscular Dystrophy, a fatal, life limiting muscle wasting disease. Alex gave up his job in the branding industry to focus full time on raising money for, and awareness of the condition. Alex’s charity is known for its shocking adverts and brave awareness campaigns. He has spoken in the House of Lords and at Parliament on the need for innovation in medicine when the need is great, and alongside Lord Maurice Saatchi and MP’s successfully brought a medical innovation bill into law. Alex also undertakes his own fundraising challenges culminating in completing an Ironman triathlon with Harrison along for the ride, pulling him behind him in a catamaran as he swim 3.8km, dragging him in a chariot for the 180km bike ride and then pushing him in a racing chair the 42.2km marathon, all to give him a truly epic experience, raising over £70,000 in the process. He won the Just Giving Outstanding Commitment to Fundraising, ‘The Mirror, TSB, Pride of Sport – Charity Challenge of the Year’ and the Ironman and his life was made into a documentary titled ‘The Challenge’.