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Joel established the 'Always With A Smile' charitable foundation in 2006, and through the foundation he travels all across the UK and abroad competing in crazy sports, weird championships, adrenaline fuelled activities and absurd traditions in order to raise money and awareness for various charities and good causes, whilst putting a smile on the face of as many people as he possibly can! Since 2006, Joel has taken part in more than 200 different charitable events, helping to raise thousands of pounds in the process. However, the 'Always With A Smile' philosophy is also a concept by which other people can be motivated to do something that they had never before considered and it gives people the inspiration to make a real difference to the lives of others.
The foundation is synonymous with events such as the World Gravy Wrestling Championships (Lancashire), the World Egg Throwing Championships (Lincolnshire), the World Custard Pie Championships (Kent), Tough Guy (Wolverhampton), the Mad Maldon Mud Race (Essex), Born Survivor (Cumbria), the Wrekin Barrel Race (Shropshire), the Tetbury Woolsack Races (Gloucestershire), the Mappleton New Years Day Boat Race and Bridge Jump (Derbyshire), World Pillow Fight Day (London) and the International Birdman (Worthing), to name but a few.
The success of the 'Always With A Smile' charitable foundation has been extraordinary and this has resulted in significant TV and media exposure not just in the UK, but all over the world. This success was opitimised in 2013 when Joel was first named in the Guinness Book of World Records for his achievements and then later in the Independent Newspapers 'Happy List' - an annual list of 100 outstanding, unsung, and inspiring people whose volunteering, caring, fundraising, mentoring and charity-founding have given back to society and who make Britain a more contented, supportive, better adjusted and happier place to live.