Jack Dilger, a 29-year-old entrepreneur and endurance athlete from Henley-on-Thames, is donating proceeds from every sale of his new sports performance brand, Cramp Killa, to Brain Tumour Research. His mother, Michelle, was diagnosed with an incurable glioblastoma in 2018 after her symptoms were initially dismissed as menopause and anxiety. She was given just 12 months to live but, now aged 60, continues to show remarkable resilience more than seven years later.
Misdiagnosis and Discovery
In 2018, Michelle, a mother of two from Oxfordshire, began experiencing confusion and disjointed speech. Multiple trips to the doctor and A&E led to misdiagnoses of menopause and anxiety. It was only after a routine gynaecology appointment in November 2018 that a consultant referred her for an emergency scan, which revealed the tumour within 30 minutes. Jack recalls: "When I got a phone call from my dad, Richard, he was so distraught I could barely understand him. He said, 'Your mum's got a brain tumour' and I felt like the ground had fallen beneath me." Michelle underwent major surgery at John Radcliffe Hospital and was diagnosed with a glioblastoma.
Inspiration for Cramp Killa
Jack, who was in his final year studying marketing at the University of the West of England at the time, said the experience transformed his outlook on life. "The experience transformed my outlook on life and inspired me to build a brand with a purpose beyond sport. Cramp Killa isn't just about helping athletes perform at their best. It's about creating something positive from an incredibly difficult experience. Every order placed means another contribution towards finding a cure for brain tumours." The brand, which develops anti-cramp performance products, has been endorsed by British swimmer Archie Goodburn, who qualified for the upcoming Commonwealth Games despite his own brain tumour diagnosis at age 23. Swimmer Max Litchfield, a three-time Olympian and British record holder, has also endorsed the brand. £1 from every sale will fund Brain Tumour Research.
Partnership with Brain Tumour Research
The partnership was shaped by Jack's friendship with Goodburn, who became the brand's first athlete ambassador after being diagnosed with three oligodendrogliomas. "After speaking with Archie, we both agreed we wanted to support Brain Tumour Research because its focus is funding scientific research and finding a cure," Jack said. The Brain Tumour Research Centre of Excellence at the University of Nottingham is using artificial intelligence, advanced brain imaging, and genomic techniques to understand glioblastoma recurrence and accelerate treatments. Jack hopes the partnership unites the endurance sport community: "Endurance athletes and runners raise millions for charity every year. If Cramp Killa can become part of that journey while helping fund research into brain tumours, that would mean everything to me."
Impact and Urgency
Brain tumours kill more children and adults under 40 than any other cancer, and more women under 35 than breast cancer, yet just 1% of national cancer research spend has been allocated to brain tumours since 2002. Jack said: "The more successful the brand becomes, the more we can raise for research. That's what drives me every single day." Dan Knowles, chief executive of Brain Tumour Research, said: "Our scientists are working tirelessly to unravel the underlying biology of these dreadful tumours and uncover new ways to attack them. This invaluable partnership with Cramp Killa will help to fuel new discoveries and pave the way to smarter, kinder treatments for patients. Partnerships like this are incredibly important because they not only raise vital funds for research but also help shine a light on the devastating impact brain tumours have on families across the UK. Michelle's story is a powerful reminder of why greater investment in research is urgently needed." The charity campaigns for a national annual spend of £35 million to improve survival rates and patient outcomes in line with other cancers.
