Sam takes the plunge for Alzheimer’s Society

Sticking to your New Year resolutions? One Black Country boy certainly is!

Sam Britton, a 23 year old marketing executive from Dudley, has taken it upon himself to raise at least £100 for the Alzheimer’s Society by swimming 100 lengths without a break – the equivalent of 2.5 kilometres or nearly two miles, which will take him an hour to complete.

The challenge will take place at 12 noon on 2nd March, Wombourne Leisure Centre, Ounsdale Road.

Sam said: “It’s not going to be easy, at the moment I can only manage 10-15 lengths before I need a break. Plus after a festive season full of turkey, mince pies and the occasional pint I now have to stick to a strict diet and several hours’ training in the pool every week.

“Four years ago my family and I were directly affected by Alzheimer’s when I lost my nan to the disease. The Alzheimer’s Society helps the individual suffering with the disease and their family through what is a very difficult time.”

So, when you’re heading home after a tough day at the office to put your feet up, please spare a thought for Sam who will be heading to the pool for another training session.

If you would like to support Sam’s efforts and help him reach his £100 target, visit and pledge whatever you can. To keep up to date with his progress follow @sam_britto on Twitter.

More than 135,000 new cases of dementia occur in England and Wales alone every year – that’s one every 3.2 minutes.

The Alzheimer’s Society is a membership organisation that works to improve the quality of life of those affected by dementia in England, Wales and Northern Ireland.

For more information on Sam’s efforts please contact him at