Posted on 24 September 2025
By Efrem Brynin - CEO at StrongMen
Born and raised in Sussex, I’ve always loved sport, the outdoors, and music. From football, cricket, and motorsport to hiking with my dogs and playing guitar in local bands, activity and connection have always been at the heart of my life.
But in 2013, everything changed when my son James was killed on his second tour of Afghanistan. Six months earlier, I’d been in Singapore with my wife, feeling life was perfectly in balance. Suddenly, the world I loved was gone. Since then, I’ve experienced the very darkest emotions of grief, while also facing my own prostate cancer diagnosis.
In 2016, I took part in Channel 4’s SAS: Who Dares Wins as Recruit #11, wanting to get a sense of the training James had endured as a soldier. What I didn’t realise was that the experience would almost certainly save my life, as it revealed early symptoms that led to my cancer diagnosis. It also gave me the clarity to embark on a new mission: to use my own loss to support others. That was the beginning of StrongMen , a charity dedicated to helping men through bereavement by reconnecting them with the outdoors, physical activity, and, most importantly, one another.
The reality is sobering. Suicide is the leading cause of death for men under 50 in the UK, and men are three times more likely to die by suicide than women, yet far less likely to seek help. Stigma, isolation, and “macho” culture often keep men silent when they need support most. StrongMen was founded to break down those barriers, offering retreats, bereavement counselling, and a volunteer network where every conversation is rooted in lived experience. Sometimes the first chat is the step that helps someone move toward recovery. As we approach World Mental Health Day on 10th October, it’s worth remembering that checking in on a friend, family member, or colleague can make all the difference.
This year we’ve taken an important step forward through a new partnership with Future Fit Training and Active IQ. Future Fit is donating its Wellbeing Coach qualification to 30 of our staff and volunteers, while Active IQ is covering all registration and certification fees. Together, they’re giving our team the chance to gain accredited skills in supporting emotional, mental, and physical well-being, ensuring our peer-led support has even more impact.
Importantly, having staff and volunteers with accredited qualifications doesn’t just empower them personally—it also adds strength, credibility, and professionalism to the charity as a whole, reinforcing trust in the work we deliver and the support we provide.
That message feels especially powerful this month with National Fitness Day taking place on 24 September 2025. Millions of people across the UK will join the movement under the theme “Powered by You!”, celebrating the role that fitness and community play in wellbeing. To mark the day, StrongMen, Future Fit, and Active IQ are taking on a 14-mile charity hike through the South Downs, starting and finishing in Amberley, West Sussex. Our goal is to raise £2,500 to support bereaved men through our retreats, helpline, and volunteer network. And even if you can’t join us in person, we invite you to walk 14 miles wherever you are, share your journey on social media, and stand with us in spirit.
For me, StrongMen is not only about creating a safe space for men to talk but also about continuing my own healing journey. By reconnecting with the outdoors, staying active, and surrounding myself with others who “walk the walk,” I’ve found strength in community. This National Fitness Day, and as World Mental Health Day approaches, I encourage everyone to take time for connection. Sometimes a simple conversation is enough to spark hope. Together, one step and one voice at a time, we can help turn loss into strength.
If you would like to support StrongMen and the team taking on the National Fitness Day hike, you can donate to the StrongMen JustGiving page.