Midlands Air Ambulance Charity – Latest News – Sober Brummie

Stirchley-based Birmingham Brewing Company, keen corporate partners of Midlands Air Ambulance Charity, is offering supporters the opportunity to drench themselves or a friend in beer, all in the name of charity.

Birmingham Brewing Company started supporting Midlands Air Ambulance Charity’s pre-hospital emergency service in 2020 with Sober Brummie, its low alcohol pale ale, by donating five percent of sales to the charity.

The vegan and gluten free 0.5% ABV pale ale has quickly become a bestseller and in March 2022 won a Gold SIBA Award.

The brewery is now organising an exciting new event, just in time for the festive break.  On Sunday 4th December between 11am and 3pm, the brewery will open its doors to customers for the fun-filled Beer Drencher event.

The Beer Drencher will be the perfect way for people to soak their friends, family members or work colleagues in beer. Intriguing, sticky and very beery, this is a unique way to raise money for Midlands Air Ambulance Charity.  There will be a viewing area in the bar for sponsors to watch the action unfold.

Pam Hodgetts, corporate partnerships manager for Midlands Air Ambulance Charity, said:  “It’s thanks to passionate local companies within the communities we serve that our pre-hospital emergency service is able to stay operational.

“What could be more fun than drenching yourself in beer to make future lifesaving missions possible?  Therefore, I would encourage anyone interested in taking part to register their interest at the earliest opportunity to avoid disappointment as we expect this event to be a sell-out.”

Charlotte Anson, director of brand and beer experience, added:   “We can’t wait to host this event and we still deciding who from our own team will be getting drenched.  It’s either our founder or head brewer.  We hope there will be a great turn out on the day so we can raise lifesaving funds for Midlands Air Ambulance Charity.”

To register your interest and get drenched for charity, visit:  www.justgiving.com/campaign/BirminghamBrewingCompany-BeerDrencher

Those taking part will be asked to bring a towel and set of clothes as changing rooms will be provided.

To find out more about Midlands Air Ambulance Charity’s vital, lifesaving work, visit midlandsairambulance.com and follow the organisation on social media.

To shop Birmingham Brewing Company’s full range of beers, visit: birminghambrewingcompany.co.uk


Charity Hopes New Seasonal Stock Will Bring In Festive Funds

Midlands Air Ambulance Charity has launched its new festive merchandise range with a bumper selection of sought-after items in the hope it can raise vital funds to help make further lifesaving missions possible across the Midlands.

The pre-hospital emergency service has expanded its festive merchandise range for 2022, which includes charity Christmas cards, stationery, gifts, and memorabilia.

Items include a new calendar for 2023, entitled ‘Views from the Crew’, which features stunning pictures of the charity’s lifesaving crew alongside one of the charity’s critical care cars, as well as shots of one of its iconic helicopters in flight, all taken by renowned photographer Nigel Harniman. Each of the six counties that the charity serves features twice in this branded calendar.

Also new to the range this year is ‘Maacie’ Bear, a cuddly cream teddy wearing a branded bow, and the Kids Crew colouring pack with a selection of stickers and activities to keep little ones entertained. The popular Mini Medics crew has some new recruits for 2022, with three new figures based on Midlands Air Ambulance Charity crew members, critical care paramedics Ryan James and Laura Rogers, and pre-hospital emergency medicine doctor, Dr Katie White.

Emma Wood, head of fundraising and marketing for Midlands Air Ambulance Charity explained: “One of the great ways you can support us during the upcoming festive season and help make Christmas missions possible is by shopping our ever-expanding festive range.

“We recognise that many this year will struggle to spend lots of Christmas presents for loved ones, due to the continuing cost of living crisis. This is why we have made our range affordable with gifts to suit all ages and budgets.”

To shop Midlands Air Ambulance Charity’s new festive range visit midlandsairambulance.com/shop and follow the organisation on social media for all new product updates.



Free, in-person Mission Support Training

Midlands Air Ambulance Charity’s Mission to Create Lifesavers in Gloucestershire, Herefordshire and Worcestershire

A pre-hospital emergency service continues its mission to create bystander lifesavers across Gloucestershire, Herefordshire and Worcestershire and is calling on local businesses, schools, and communities for support.

Ahead of the European Restart a Heart Day (Sunday 16th October), and World Trauma Day (Monday 17th October), Midlands Air Ambulance Charity is urging the local community to take advantage of its free, in-person Mission Support training. The sessions offer lifesaving CPR and catastrophic bleed control training including guidance on how to help restart a heart and control heavy bleeding caused by traumatic injury, such as DIY disasters, falls and road traffic collisions.

Last year, cardiac arrests made up 30 per cent of Midlands Air Ambulance Charity’s missions while trauma-related incidents – including road traffic collisions, haemorrhages or penetrating injuries – accounted for 43 per cent of call-outs, two per cent up on the previous year.

According to sources, approximately 30,000 out-of-hospital cardiac arrests happen every year in the UK. Less than one in ten people survive these cardiac arrests which is why performing CPR can more than double the chances of survival in some cases[1][1].

Ian Jones, clinical operations director for Midlands Air Ambulance Charity, said: “Cardiac arrests and trauma incidents consistently rank as the top types of mission we attend, and both may require immediate bystander support. The help of anyone close-by can make all the difference during those vital first few minutes before advanced critical care teams arrive to give the patient the best possible outcome and increase their chances of survival.

“The enhanced skills, advanced medicines and hospital-level equipment our highly-trained critical care paramedics and pre-hospital emergency medicine doctors bring to scene gives patients the best possible chance of survival and recovery. However, giving local people basic lifesaving skills so they know how to act immediately should the worst happen is invaluable and I hope businesses, schools and communities in Gloucestershire, Herefordshire and Worcestershire are quick to take up our offer of free CPR and bleed training.”

Former patient, Alastair Timmis knows all too well the difference early intervention can make to future recovery and outcomes. On 8th September 2013, Alastair sustained an injury playing football at Rock Sports Football Club in Bewdley, Wyre Forest.

He jumped for a header and was knocked unconscious and landed awkwardly on his ankle in the process which sent it in the wrong direction. He sustained a double fracture and dislocation of his right ankle.

Due to the lack of blood flow and time it would take for a land ambulance to get to hospital, the enhanced care team from Midlands Air Ambulance Charity’s Strensham airbase were dispatched to the incident via air ambulance helicopter.

After assessing and treating Alastair on scene, the critical care team airlifted him to Worcestershire Royal Hospital.

Alastair says: “Sadly, my ankle has never fixed fully. Everyday life is okay, but I’m no longer able to run or play sports. Midlands Air Ambulance is a great charity which I am forever in debt to.”

To book a free session of lifesaving CPR and bleed control training, visit midlandsairambulance.com/training.

Alastair Timmins

Local Businesses Raise £31,000 ‘Fore’ Midlands Air Ambulance Charity

Keen golfers ‘putt’ all their effort into raising thousands of pounds for Midlands Air Ambulance Charity at the pre-hospital emergency service’s annual corporate golf day at JCB Golf and Country Club.

The charity’s annual golf day has become a key date in its fundraising calendar and is a popular event for many of its corporate supporters. This year’s event saw 21 teams tee off at the JCB Golf and Country Club in Staffordshire. The sold-out event was once again supported by partner, Phoenix Group, who has been the main event sponsor for the past two years.

Andy Moss, Life CEO and group director of Heritage at Phoenix Group, said: “Phoenix Group is a long-standing supporter of Midlands Air Ambulance Charity, so it was a pleasure to be able to sponsor the golf day again this year.  It was fantastic to see the day so well attended with teams from companies across the region. To have raised so much money for future lifesaving missions means so much to the team at Phoenix Group, as it is events like this that help make sure Midlands Air Ambulance Charity are there when we need them most.”

The teams that took part in the 2022 Corporate Golf Day for Midlands Air Ambulance Charity.
(FRONT ROW [L-R]: Alex Rodman, Bristol Rovers football player, Emma Gray, chief operating officer for Midlands Air Ambulance Charity, Andy Moss, Life CEO and group director of Heritage at Phoenix Group, Pam Hodgetts, corporate partnerships manager for Midlands Air Ambulance Charity and former Aston Villa player, Marlon Harewood.)
Emma Wood, head of fundraising and marketing for Midlands Air Ambulance Charity added: “We are grateful for the support of everyone who attended on the day – collectively they have helped raise £31,000 which will fund 15 critical care car missions and nine air ambulance missions.”

Additional golf day sponsors included Hardy Signs and Nant.


To find out more about corporate support opportunities with Midlands Air Ambulance Charity, including sponsorship opportunities, please visit midlandsairambulance.com/corporate or email Midlands Air Ambulance Charity’s corporate partnerships manager, Pam Hodgetts via pam.hodgetts@midlandsairambulance.com

For more information on Midlands Air ambulance Charity, visit: midlandsairambulance.com and follow the organisation on social media.

Please Get Behind Lifesaving Charity’s Festive Rapid Response Raffle

Christmas could come early for supporters of Midlands Air Ambulance Charity after the pre-hospital emergency service kicked-off its end-of-year fundraising appeal with the launch of its Festive Rapid Response Raffle.

The raffle gives supporters the chance to win large cash prizes, including a £3,000 first prize, plus the money raised via ticket sales will directly help fund future lifesaving missions enabling aircrew to attend and treat some of the Midlands most critically ill and injured patients.  Along with the £3,000 jackpot, there are several other prizes worth £500, £50, and £25 also up for grabs.

As well as giving supporters the chance to win cash prizes in time for Christmas, money raised from the raffle will go towards Midlands Air Ambulance Charity’s daily lifesaving missions throughout the upcoming festive period. Last year, more than £120,000 was raised through the charity’s Air30 Rapid Response Raffle; this helped make 74 missions possible for the pre-hospital emergency service – 37 via air ambulance and 37 in its critical care cars.

Emma Wood, Head of Fundraising and Marketing for Midlands Air Ambulance Charity, said: “This is a cracker of a chance to become £3,000 better off in the run up to Christmas. I hope the local community gets behind our festive fundraiser to help raise as much money as possible for our lifesaving charity’s daily missions.”

The Festive Rapid Response Raffle is open to anyone aged 18 and over. Each ticket costs just £1 and there’s no limit on the number of tickets each person can buy. Once bought, entrants’ unique raffle ticket number will be automatically entered into the prize draw. The closing date is Friday 2nd December and the draw will take place on Friday 9th December.

Terms and conditions apply. To buy a raffle ticket and help make missions possible, this Christmas, visit: https://maa.raffleentry.org.uk

A fundraiser in Gloucester has been commended for raising more than £100,000 for Midlands Air Ambulance Charity

Stephanie Shaw, the co-founder of Midlands Air Ambulance Charity’s famous annual ‘Bikers’ Nite’ launched the event in 2002 by holding a Rock Night at a pub on the Gloucester Road in Cheltenham. Her idea was to reunite friends from the biker scene and raise funds for Midlands Air Ambulance Charity at the same time. The event was a huge success and one which prompted her to organise more Rock Nights in the years to come to raise cash that could help fund the charity’s vital, lifesaving work – much of which includes attending collisions that involve bikers who are amongst some of the most vulnerable road users.

In the summer of 2004, Stephanie launched weekly motorcycle gatherings at a different pub every Wednesday evening in and around the Cotswolds between late Spring through to early Autumn, which became known as the ‘Pub List’. A raffle was held at each event with all proceeds going to Midlands Air Ambulance Charity.  The meets, which continue to this day, attract people from miles around and are often attended by thousands of motorcycling enthusiasts. Commenting, Stephanie said:  “They are a great bunch who are keen to raise as much as they can for Midlands Air Ambulance Charity, which we know would support the biking community, should we ever need them.”

Stephanie, who has twice been named as Midlands Air Ambulance Charity’s Fundraiser of the Year – first in 2016 and at the charity’s Recognition Award and Ball in June, added:  “While I may have co-founded the Bikers’ Nite event, it takes an army of people to make it the success it has become over the past 20 years. Without their help, plus the continued support of the bikers and riders that attend our events, we wouldn’t have raised such an incredible amount for Midlands Air Ambulance Charity.”

Nicole Beebee, Gloucestershire fundraising executive for Midlands Air Ambulance Charity, concluded:  “Every charity needs a ‘Stephanie’ to champion their cause. Her support of Midlands Air Ambulance Charity over the past two decades has been nothing short of remarkable and the money she has helped raise has undoubtedly saved countless lives.”

Midlands Air Ambulance Charity Celebrates Air Ambulance Week 2022

Midlands Air Ambulance Charity is helping a national campaign take flight by raising awareness of the lifesaving work it does across the Midlands and Gloucestershire.  The Charity is set to take part in Air Ambulance Week 2022, organised by Air Ambulances UK, which runs from Monday 5th to Sunday 11th September.

Midlands Air Ambulance Charity, which covers Gloucestershire, Herefordshire, Shropshire, Staffordshire, the West Midlands and Worcestershire, will join the other 20 air ambulance charities across the UK for the 2022 campaign which focuses on the theme ‘Critical Moments – Lifesaving Difference’.  The campaign highlights how air ambulance operators such as Midlands Air Ambulance Charity make a lifesaving difference in time-critical moments. Anyone, anywhere across the six counties that the charity operates in could be in vital need of enhanced clinical intervention at any time.

Air ambulance crews bring the advanced skills and expertise of a hospital A&E department, performing complex procedures like amputations and RSI which is the Rapid Sequence Induction of anaesthesia and intubation in critically ill patients. The critical care paramedics and pre-hospital emergency medicine doctors on-board Midlands Air Ambulance Charity’s fleet also administer controlled drugs that are stronger than those found on land ambulances. The enhanced medicines include advanced analgesia, Ketamine and Rocuronium.

Midlands Air Ambulance Charity attends an average of 12 missions everyday across the Midlands and Gloucestershire.  Each air ambulance mission costs on average of £2,950. Midlands Air Ambulance Charity also has three critical care cars as part of its operational fleet, bringing its pre-hospital emergency care to patients suffering medical episodes such as cardiac arrests, strokes, respiratory issues, and sepsis. Each mission in the charity’s critical care cars costs an average of £288.

All of the missions Midlands Air Ambulance Charity makes are funded entirely by the generosity of local people and businesses within the communities it serves.  Midlands Air Ambulance Charity is calling on people across the region to support its lifesaving service during Air Ambulance Week 2022 so it can continue to save the lives of people like Sarah Washington who was involved in a traumatic incident whilst out horse riding.

At midday one sunny summer day, 24-year-old Sarah and her friend, Gabby were hacking out on their horses in the remote Hanchurch Woods, in Trentham, Staffordshire. Whilst negotiating some steep terrain, they came to a gate. Gabby dismounted to open the gate and as Sarah walked through, something spooked her horse, causing it to bolt.  Sarah’s foot was caught in the stirrup, and she was dragged along the rough ground. Thankfully her foot was finally freed as the horse galloped off. Sarah was knocked unconscious after suffering multiple blows to the head, despite wearing appropriate head protection.

Gabby found Sarah unresponsive and instantly dialled 999. Due to the remote location and the severity of the incident, the Midlands Air Ambulance from RAF Cosford was dispatched. Within minutes it landed nearby and Dr Malcolm Russell MBE, a pre-hospital emergency medicine doctor and Tom Waters, critical care paramedic, made it on scene.  Sarah hadn’t sustained any severe external physical injuries, but the enhanced clinical team were concerned that she had suffered a traumatic brain injury.  Sarah was conveyed to the nearest major trauma centre, Royal Stoke University Hospital, via land ambulance with aircrew escorting to aid with further advanced care.

Sarah explains: “I always knew just how important air ambulances were, but before my accident I wasn’t fully aware that Midlands Air Ambulance is a charity. It’s only recently that I learned it relies solely on donations to fund its lifesaving missions.  I love Midlands Air Ambulance, they are my absolute heroes, without them I would not have got the critical care that I needed so rapidly, nor would I be here without them.”

To support your local air ambulance charity, visit: midlandsairambulance.com/donatenow

Sarah Washington, former patient, meeting Tom Waters, Critical Care Paramedic; one of the crew who saved her life

Charity Supporters in Gloucestershire Rise to the Airbase Challenge

Fitness fanatics have raised more than £11,500 for Midlands Air Ambulance Charity which will fund 12 missions and help save many lives across Gloucestershire.

The charity’s Airbase Challenge, which originally launched in 2021 as part of the its 30th anniversary celebrations, saw participants jog, walk, swim and cycle their way around four distances ranging from 27 to 121 miles, representing the mileage between the charity’s three airbases at Tatenhill Airfield in Staffordshire, RAF Cosford in Shropshire, and Strensham Services on the M5 in Worcestershire. The challenge returned in 2022 with more fitness fans taking part and challenging themselves to get physical.

Supporters had 30 days to complete the activity which they could do as an individual or as part of a group, and together they pledged to cover more than 4,000 miles.

Emma Wood, head of fundraising and marketing for Midlands Air Ambulance Charity, said: “We’re incredibly fortunate to have dedicated supporters who came out in full force to throw their support behind this year’s Airbase Challenge. We’re thrilled that those who took part have raised such an impressive amount of money which will make a real difference to our charity and our lifesaving work across Gloucestershire.”

Credit to Nigel Harniman Photography

MAA Charity Appeals For Old And Foreign Currency From Gloucestershire’s Supporters

Midlands Air Ambulance Charity is asking Gloucestershire residents to dig deep and donate to an appeal which has seen a 70 per cent decrease in donations following the pandemic.

The charity’s partnership with Cash4Coins – a company dedicated to raising funds for charities by collecting old tender as well as foreign currency and exchanging it for British Sterling – saw a dip last year.

A total of £5,000 was raised for Midlands Air Ambulance Charity last year thanks to supporters’ generous donations to the scheme, which is the equivalent of one air ambulance mission and seven missions in the rapid response team’s critical care cars.

However, charity staff say this sum was 70 per cent lower than the amount raised before the Covid-19 pandemic.

Emma Wood, head of fundraising and marketing for Midlands Air Ambulance Charity explained: “During the pandemic and subsequent lockdowns, many of us were not able to travel abroad. Now that more of us are holidaying again, we hope that supporters will donate again to our Cash4Coins scheme.

“By donating foreign currency that’s unused after a recent holiday or those old pennies lying around many of our homes, supporters can help to make lifesaving missions possible for our rapid response, pre-hospital emergency service.”

Carol Spires, charity liaison manager for Cash4Coins, added: “Currency of any age can be donated through our collections, including all foreign coins and banknotes, old £1 coins, old British and Irish currency, pre-decimal coins and notes, pre-euro currency and of course, spare change.

“Any donation made goes directly to Midlands Air Ambulance Charity to help fund its lifesaving, pre-hospital service.”

To help make lifesaving missions possible in Gloucestershire and raise vital funds for Midlands Air Ambulance Charity, give your unwanted old and foreign currency now. Visit: midlandsairambulance.com/cash4coins and find out your nearest collection point.

Midlands Air Ambulance Charity Launches Volunteer Recruitment Drive

A lifesaving charity that provides pre-hospital care to critically ill and injured patients is making a plea to local people to volunteer time to help keep its charity shops open.  A recent report by the Retail Trust, which surveyed over 1,500 retail staff, found that one in five (21 per cent) British retail workers are planning to quit the sector. [1Without volunteers, Midlands Air Ambulance Charity may not be able to keep its charity shops open or attend as many fundraising events this summer.  So the charity is calling on local communities to donate their time to support its rapid response emergency service.

With a host of fundraising events back in the calendar and its high street shops now fully open, Midlands Air Ambulance Charity is recruiting for a range of volunteers that can help keep funds coming in to raise the £10million it needs to remain operational each year.

Alison Hill, volunteer manager for Midlands Air Ambulance Charity, said: “Our volunteers play a crucial role in keeping our charity running – some work behind the scenes in administrative roles at our busy HQ in Stourbridge, while others are front and centre at our fundraising events. A dedicated few also support our retail operations across our six charity shops, meaning they can stay open and carry on bringing in funds to make missions possible.  We’re proud to have a 200-strong family of volunteers who donate their time regularly or on a more micro-volunteer basis, but there’s always room for more to join the family. What unites all of our existing volunteers is their commitment to raise as much money as possible so our rapid response emergency service can continue to operate. We’re eager to recruit a new cohort of volunteers who are as equally dedicated and passionate in raising funds. In return they’ll become part of a much-loved team and they’ll get a real sense of achievement knowing they’re making a tangible difference in their community.”

Midlands Air Ambulance Charity is currently looking for a range of volunteers, including:

Charity representative:  The charity needs enthusiastic people to represent it at cheque presentations from local groups and societies.

Event supporters:  Volunteers who attend local events to raise awareness of Midlands Air Ambulance Charity. This could include assisting on a merchandise stand or helping with the demonstration helicopter pod at a local show.

Shop assistants:  The charity has six busy charity shops in Gloucester, Newcastle-under-Lyme in Staffordshire, Shrewsbury and Wellington in Shropshire, and Walsall and West Bromwich in the West Midlands. Volunteer support includes sorting donated items, stocking shelves and serving customers.

Administrators:  With a busy supporter care team overseeing day-to-day administration duties, the charity always requires volunteers willing to donate their time to assist with tasks at its busy HQ in Stourbridge.

Speakers:  There are also opportunities for outgoing volunteers to play a key role by representing the charity at talks or presentations.

For more information on Midlands Air Ambulance Charity’s volunteering opportunities, visit midlandsairambulance.com/volunteer or email volunteer manager, Alison Hill directly at: alison.hill@midlandsairambulance.com.

[1] 2022 Health of Retail report by the Retail Trust: www.retailtrust.org.uk/helping-your-business/customer-resources/health-of-retail-report-2022


Gloucestershire Supporter Officially Recognised By Midlands Air Ambulance Charity

A dedicated supporter and fundraiser from Gloucester has been officially recognised at Midlands Air Ambulance Charity’s Recognition Awards and Charity Ball 2022.

Now in its 10th year, the prestigious Recognition Awards and Charity Ball, which took place on Friday 17th June, was hosted by ITN’s Nina Hossain and one of Midlands Air Ambulance Charity’s official ambassadors and BBC Radio 2 presenter, Richie Anderson.

The event celebrated the incredible lifesaving work of the charity’s aircrew, the generous support of its volunteers, fundraisers, and corporate partners who have gone above and beyond for the charity since its last awards, in 2019. This year’s event also recognised those who have continually supported the charity during and following the Covid-19 pandemic. The evening also reflected the inspirational stories of some of the pre-hospital service’s former patients. Following the award presentation and a live auction the fundraising total of the evening equated to £88,200 for the charity.

This year’s winner for the Gloucestershire Fundraiser of the Year award was:

Community Fundraiser of the Year Award for Gloucestershire – Stephanie Shaw

Stephanie Shaw and her supportive group of biking friends have shown considerable commitment to Midlands Air Ambulance Charity since 2002. In her 20th year of organising community fundraising events called Gloucester Biker Nites, Steph has now raised in excess of £100,000 funding 61 missions.

Richie Anderson, TV and radio personality and Midlands Air Ambulance Charity ambassador, said: “Midlands Air Ambulance Charity is a cause close to my heart as a good friend was airlifted as a child. It is a service any one of us could rely on one day. I was honoured to co-host this year’s Recognition Awards and Charity Ball with Nina Hossain, and to have raised such an incredible amount on the night means that future lifesaving missions are possible thanks to everyone who attended.”

Hanna Sebright, chief executive for Midlands Air Ambulance Charity, added: “We are fortunate to receive support from the communities we serve across Gloucestershire. All of our winners from the evening are deserving and it has been a pleasure to recognise them and show just how grateful we are for their dedication and determination in raising the profile of Midlands Air Ambulance Charity across the region.”

The Recognition Awards and Ball 2022, sponsored by Baylis and Harding, took place on Friday 17th June at the Edgbaston Stadium in Birmingham.

To find out more about Midlands Air Ambulance Charity, visit the website: midlandsairambulance.com and to see updates from the charity ball, search and follow the charity on social media.


The charity is now operating for a total of 19 hours per day, 365 days a year, with the provision of its southern-based critical care car from 2pm until 2am, this now means the charity is operating and treating those in the most critical need of lifesaving intervention into the night

Patients in Gloucestershire, Herefordshire and Worcestershire are already benefitting as Midlands Air Ambulance Charity’s southern critical care car is now operating into the night to meet increasing demand.

The charity has changed its operational hours so that its vital lifesaving car will now run until 2am, allowing the team to attend a greater number of critical emergencies. In the first month of operation, the advanced clinical team has responded to almost 30 medical and traumatic incidents between the extended operating hours of 8pm and 2am. Seven of these call outs were to serious incidents, demonstrating the direct need for the expertise of Midlands Air Ambulance Charity’s two critical care paramedics on-board. The car was dispatched to a variety of incident types including road traffic collisions, accidental injuries, assaults and medical conditions.

Previously the rapid response vehicle, based at the charity’s Strensham airbase in Worcestershire, ran between 8am and 8pm with one specialist critical care paramedic on-board. Following analysis of the times of calls where patients are in critical condition and could benefit from the advanced treatment, surgical skills, medicines and hospital-level equipment rapidly brought to scene, the service now operates its southern critical care car between 2pm and 2am with two critical care paramedics.

Ian Jones, clinical operations director for Midlands Air Ambulance Charity, said: “We are committed to continuous improvement and delivering advanced patient care, which is why we constantly review patient data to ensure we provide the very best care to those who need it. When the research demonstrated that patients across Gloucestershire, Herefordshire and Worcestershire would potentially benefit from our expertise outside of our current operational hours, we knew we needed to adapt. This change of operating model has enabled us to attend those critically ill or injured via our southern critical care car beyond the times our air ambulance helicopters can fly.”

Tenth Anniversary Bike4Life Ride Out & Festival Raises Record Funds For Lifesaving Missions

Thousands of bikers have helped raise more than £100,000, funding 61 future lifesaving missions, after taking part in Midlands Air Ambulance Charity’s most successful Bike4Life Ride Out and Festival.

3,500 motorcyclists and hundreds of pillions took part in the annual organised 23-mile route from Meole Brace, in Shrewsbury, to one of the charity’s three operational airbases at RAF Cosford, in Shropshire. The event, which took place late April, was the most successful yet, helping to raise the six figure sum for Midlands Air Ambulance Charity. This means that 31 air ambulance and an additional 30 critical care cars missions have been made possible.

The event, which was officially sponsored by the RAC, was supported by a number of famed VIPs including:

  • Mathew ‘Ollie’ Ollerton – A former UK Special Forces Soldier and widely known as a directing staff (DS) from Channel 4’s popular SAS: Who Dares Wins.
  • Carl ‘Foggy’ Fogarty MBE – motorcycle racer and one of the most successful world superbike racers who holds second highest number of race wins at 59. Sunday saw Carl take part in his fifth Bike4Life event.
  • Steve Parrish – British former professional motorcycle and truck racer, and television commentator who was a teammate to Barry Sheene in the 1977 500cc world championship.
  • Douglas “Dougie” Lampkin MBE – former professional motorcycle trials and endurocross rider, notable for being a seven-time motorcycle trials world outdoor champion.
  • Danny Buchan – British superbike racer for the SYNETIQ BMW Racing 2022 team and two times British superstock champion.

Emma Gray, Chief Operating Officer for Midlands Air Ambulance Charity, said: “Since its humble beginnings in 2010 as a small ride out, now in its tenth year, Bike4Life has grown in popularity and support, and we have now reached a record number of riders, festival goers and lifesaving missions funded by the event.

“Road traffic collisions made up a third of the incidents our clinical crew attended in 2021, and sadly a great number of these involve motorcyclists in time critical need of rapid, advanced clinical intervention. We are truly grateful for the support shown by the biker community at Bike4Life and are truly amazed by their kindness and generosity, which has helped fund future missions for our rapid response, pre-hospital service”

To hear more updates on the charity’s Bike4Life Ride Out and Festival events visit bike4lifefest.com or search ‘Bike4LifeFest’ on Facebook and Twitter.

Some of the MAA aircrew, senior leadership team and Board of Trustee members with some VIPs who took part in the Ride Out


New Business Ambassadors Propel Midlands Air Ambulance Charity’s Profile

Midlands Air Ambulance Charity has brought together some of the region’s business leaders to help raise its profile.  Via its new Business Ambassadors Programme, Midlands Air Ambulance Charity has teamed up with a number of the region’s most influential professionals who will work collaboratively with the organisation to help extend its reach, influence and impact.

The Charity has announced its new Business Ambassadors, which include:

Andy Moss – Chair of the Business Ambassador Programme

Andy is the Phoenix Life CEO and Group Director, of Heritage Business of the UK’s largest long-term savings and retirement company, Phoenix Group.

He explains why he became involved: “I have supported Midlands Air Ambulance Charity for seven years through my role at Phoenix Group and from the outset, I could see the difference the specialist clinicians make to patients who are critically injured or unwell.

“The dedication of the clinical team is mirrored by that of the charity staff, who are passionate about raising awareness of and funds for this vital service. As a former charity partner, our two organisations worked very closely and colleagues from across the board came together for one common goal, to save lives.”

Kate Maxwell

Kate  has spent 12 years working as an equine veterinary surgeon in Shropshire. She is also a mother of three boys and engaged to a national hunt racehorse trainer.

In early 2018, Kate joined the British Horseracing Authority (BHA) where she is responsible for equine welfare and race day regulation. She recently completed a MBA in Thoroughbred Horseracing Industries at University of Liverpool. She said: “This will be my first charitable role and it’s a challenge I’m looking forward to. Midlands Air Ambulance Charity is a hugely important provision for the equestrian community and the obvious concern for me to actively support.”

Phil Higgs 

Phil is a director at luxury jewellery retailer, T.H. Baker, a husband, and father of two daughters. T.H. Baker was established by Phil’s great-great-grandfather in 1888 and Phil and his brother are the fifth generation of the family to run the company. The first store opened in Brierley Hill and T.H. Baker now operates 20 stores across the UK, the majority of which are based in the Midlands.

T.H. Baker has been one of Midlands Air Ambulance Charity’s corporate partners for the past seven years. Phil said: “We chose to work with the Charity because of the excellent lifesaving work they do. I have friends that might not be here today if it was not for them. I’m looking forward to embracing my ambassador role.”

Hilary Wetherell

Hilary is a solicitor and partner with national law firm and Midland Air Ambulance Charity supporter, Irwin Mitchell. Hilary specialises in serious injury and fatal accident litigation so has experience supporting clients and families in the immediate aftermath of often life-changing events. Hilary explains: “Many of my clients have had their lives saved by the Charity so it’s a huge privilege for me to reconnect with the charity as one of its ambassadors. My understanding and appreciation of the vital service the Charity provides was enhanced further when I and my husband relocated five years ago. We now live on the rural Shropshire/Worcestershire border, in the middle of the six counties served by Midlands Air Ambulance Charity. The aircraft and critical care cars are a familiar sight as they provide lifesaving support and assistance in remote locations. Raising awareness of the amazing service that the Charity provides is part of our lives within our community and I am thrilled to be able to progress this further as a business ambassador.”

Matthew Small

Matthew is the commercial and finance director for Shropshire-based Aico Ltd,  the European leader in home safety equipment. He joined the company in 1999 as an apprentice and over the past two decades has held numerous roles with the company within the operations, commercial and finance teams. Matthew is an avid supporter of Midlands Air Ambulance Charity. He states: “As a leading supplier of home life safety equipment, we know all too well the devastating effects fires and other incidents at home can have on families. Often it is Midlands Air Ambulance Charity that attends these dreadful cases, which is why we are so supportive of the work it does. As one of its the business ambassadors, I will help to raise awareness of this vital pre-hospital service with my business contacts and wider networks to help increase support for the organisation.”

Pam Hodgetts, corporate partnerships manager for Midlands Air Ambulance Charity, said: “We’re always looking for key influencers who can champion and raise our charity’s profile. In return for their time and devotion, we can provide business ambassadors with regular speaker platforms, group meetings, resources and exclusive opportunities to help raise their professional and business profiles.  If you’re a passionate supporter of Midlands Air Ambulance Charity with expertise in your sector and/or the Midlands region, then our Business Ambassador Programme is the perfect opportunity for you.”

To find out more about the Business Ambassadors Programme email pam.hodgetts@midlandsairambulance.com

For more information about Midlands Air Ambulance Charity, visit midlandsairambulance.com/corporate and follow the organisation on social media.


Hunter Chase Race Success: Fundraising Finesse for Midlands Air Ambulance Charity

Midlands Air Ambulance Charity and its special guests from some of Gloucestershire’s biggest corporate organisations were given exclusive access to Cheltenham Racecourse’s only-evening fixture of the season.

On Friday 29th April 2022, the Hunter Chase evening saw a rare chance for amateur riders and trainers to compete for the ultimate title; Winner at the home of jump racing.

The tickets gave Midlands Air Ambulance Charity and its supporters exclusive entry into Cheltenham Racecourse and the National Hunt Room restaurant, with a post-race headline DJ set from none other than BBC Radio 1’s Greg James.

Other VIPs from the world of racing were also in attendance including:

  • Adam O’Shea, amateur jockey
  • Adrian Wintle, professional trainer
  • Alastair Ralph, professional trainer
  • Nick Scholfield, professional jump jockey
  • Oisin Murphy, flat jockey

The exclusive event raised £12,000 helping to make 13 lifesaving missions possible for Midlands Air Ambulance Charity.

Pam Hodgetts, corporate partnerships manager for Midlands Air Ambulance Charity, said: “We would like to say a huge thank you on behalf of all of our supporters who attended the Hunter Chase evening to Cheltenham Racecourse and The Jockey Club for allowing us this exclusive opportunity. The evening went exceptionally well, and we were delighted with the support.

“Corporate partnerships are of huge value to our lifesaving service, and we would love to hear from businesses who are interested in attending future events or working in support of our charity.”

Oisin Murphy, flat jockey, added: “All jockeys understand the importance of having an air ambulance nearby to provide critical care when things go wrong. Cheltenham, being the home of jump racing, makes this event all the more important. We’re very lucky to have a rapid response pre-hospital service such as Midlands Air Ambulance Charity and although we hope to never need it, it’s a blessing to know it’s always on hand.”


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