Cinnamon Care Collection Appoints Young British Adventurer & Dementia Champion As Its First Ambassador

Cinnamon Care Collection, rated as one of the leading care home groups in the UK, has appointed 26-year-old British adventurer, three-time world record holder and dementia awareness champion, Louis Alexander as its first Ambassador. The luxury care home group will also be the headline sponsor for Louis’ 2026 sporting challenges and world record attempts.

Louis’ journey began with climbing Mount Kilimanjaro aged 19, to raise funds for dementia research, in memory of his grandfather, a former Captain in the British Army who lived with dementia for 17 years. To date, he has raised over £60,000 by becoming the first person to run marathons across all seven continents and swim marathon distances across all seven seas, and the first person to run eight consecutive marathons across all eight Australian capital cities. He is now on a mission to raise a total of £1million for dementia research over the next five years.

Carole Hunt, Director, Cinnamon Care Collection said,
“Dementia touches the lives of millions of families, and at Cinnamon Care Collection we believe that raising awareness, advancing research, and delivering exceptional dementia care goes hand in hand. When we first supported Louis in September 2025 as headline sponsor of his Australian marathon challenge, we were struck by the scale of his achievement and the depth of his commitment to dementia advocacy.

“Louis gave a talk to our residents after his Australia challenge. His ability to connect with our residents and teams, sharing both his personal story and his extraordinary achievements, was truly inspiring. Appointing Louis as our first Ambassador is a natural extension of our partnership, and reflects our shared determination to champion dignity, understanding and progress in dementia care. We are immensely proud to support him on the next stage of his journey and to have a closer association with Louis in 2026.”

In his new role as Cinnamon Care Collection Ambassador, Louis will be involved in a number speaking engagements tailored to residents, families, staff, and external communities. The award-winning care home group will also involve Louis in its 10th anniversary celebrations which will be taking place throughout 2026.

Louis Alexander added,
“It is an honour to have been appointed as Cinnamon Care Collection’s first ever Ambassador and a privilege to be able to work closely with their residents, residents’ families, and team members. As a leader in the care sector with a strong track record in delivering outstanding dementia care, Cinnamon Care Collection are the pinnacle for what I look for in a Headline Sponsor. We share the same values and have a deep mutual passion for dementia advocacy.