The Smileathlon Challenge has now concluded. To read more visit The Smilinggg Blog. Donations are still being gratefully received... Thank you.

Mental Health Awareness Week. Seven Days. Seven Ironman Distance Triathlons... SMILINGGG.

Our Charity Partners:

Our Virgin Money Giving Fundraising Page:

Click here to support and donate


"Seven Triathlons in 7 Days" ~ Crowborough Life Magazine

"Interview with Neil Pringle" ~ BBC Sussex Breakfast Radio (Interview starts at 1:25:00)



This Spring, mental health advocate, ultra endurance athlete and founder of Smilinggg, James Cooper will undertake his greatest physical and mental challenge yet; attempting to complete 7 Ironman distance triathlons in 7 consecutive days in Crowborough, East Sussex.

One Ironman Triathlon consists of a 2.4-mile (3.8km) swim, followed by a 112-mile (180km) bike ride, and finished off with a 26.2-mile (42.2km) marathon distance run.

This monumental feat will be completed seven consecutive days in a row, bringing the total distances to 16.8-miles (26.6km) of swimming, 784-miles (1,260km) of cycling, and 183.4-miles (295.4km) of running, and lets be fair, most likely some walking too!

THE SMILEATHLON 7IN7 CHALLENGE is taking place in line with Mental Health Awareness Week; from Monday 14th May 2018 concluding on Sunday 20th May 2018.

The week-long charity event is raising money for two mental health charities, Mind and Samaritans; whilst raising awareness of James's health and wellness movement, Smilinggg with particular emphasis on The Smilinggg Mile; a very simple yet highly effective protocol exercising both the mind and body to better health and happiness.

James dreams of having The Smilinggg Mile introduced into schools and to collaborate with schools on further projects to develop initiatives to help children improve their mental resilience, emotional intelligence and overall health and wellbeing.

Formerly a sales and marketing executive, James walked away from his office-based career in 2010, at the age of 23 due to dissatisfaction with his life and a yearning to live a life of deeper meaning. He obtained a Diploma in Personal Training and spent the next two years helping people all over the world improve their health and fitness as owner and head coach of JC Fitness Experience. An innocuous tackle whilst playing football in 2012 saw James break both his tibia and fibula in his left leg.

James since refers to this injury as his 'lucky break'. It was the beginning of a five-year journey of self-discovery in South East Asia, culminating with the birth of Smilinggg and its simple daily practice.

Between January 2013 and June 2017, James spent eighteen months as a primary school teacher in Phuket, Thailand before basing himself in Hoi An, Vietnam as a health and wellness coach.

Since Smilinggg's initial formation on Sunday 17th May 2015, James has worked tirelessly to raise awareness and promote The Smilinggg Daily Practice and its benefits, whilst looking at ways to serve the Smilinggg mission statement.

To build healthier and happier lives, one step and one smile at a time.

An enthusiastic and passionate voice advocating greater understanding and openness of mental health, James has channelled this through public speaking and in addition becoming an endurance fundraising athlete having completed a handful of marathons, 2 IronMan 70.3's, a 12 and 16 hour ultra-marathon since his marathon debut in August 2015.

His return to England in June 2017 is with the intention to continue to build on from the work he began in Asia. James has a dream that Smilinggg will continue to grow and develop, benefiting schools, workplaces, households, communities and charities across the UK and beyond, supporting millions of people to live healthier, happier and more fulfilled lives. That's The Smilinggg Way.

"The Smileathlon 7in7 Challenge provides an ideal promotion platform for engulfing the Smilinggg Philosophy and mind-set. Where you are right now has no determining factor to where you can end up through courage, a plan and purposeful daily practice."

Exercise is a great way to build confidence, self-esteem and key virtues such as cultivating courage, and resilience whilst providing the platform for further personal growth and greater understanding of oneself.

If you would like more information on this event, for partnership and sponsorship opportunities, or to schedule an interview with James, please contact:


+44 7737 174 117

... alternatively please fill out the form below