SAS Who Dares Wins winner from Yorkshire attempts 12 hour row to raise £10,000 for mental health

A former winner of SAS: Who Dares Wins is preparing to push himself to the limit once again, this time not for television, but to raise £10,000 for mental health support.

James Dean Priestley, originally from West Yorkshire, will attempt a 12 hour continuous row on 3 October 2026 using a Concept2 RowErg in Port d’Andratx, Mallorca.

But this is not about fitness.

It is about proving that no matter your background, your past, or your physical build, change is possible.

From Tough Beginnings to National Recognition

Priestley rose to national attention after winning Series 5 of SAS Who Dares Wins, one of the toughest physical and mental challenges on UK television.

Before that, his life looked very different.

He has openly spoken about growing up around crime and violence, describing a past shaped by a difficult environment before turning his life around.

That journey, from chaos to control, is now driving his next challenge.

“I Am Not Built for This And That Is The Point”

At 37 years old and 100kg, Priestley is the opposite of what most people imagine when they think of an endurance rower.

“I am not the typical athlete. I am not built for this,” he says.

“But that is exactly why I have to do it.”

The message is simple.

Your starting point does not define your outcome.

Why This Challenge Matters

The attempt aims to raise £10,000 for VÕS HELP, a mental health platform focused on giving people immediate access to real human support.

The funds will be used to provide free counselling sessions to individuals who need help but may not be able to afford it.

At £20 per session, the target could fund 500 hours of real conversations.

In cities like Leeds, where demand for support continues to rise and waiting times can stretch for weeks, fast access to someone to talk to is becoming increasingly important.

Real People, Real Impact

Early users of VÕS HELP describe the difference as immediate and practical.

One user said the platform was “perfect for the moments when you are seeking someone to talk to,” highlighting the importance of having support exactly when it is needed.

Another described how counsellors are “constantly active ready to help,” removing the frustration of waiting days or weeks for support.

Others point to the speed of access as the defining feature.

“Literally answer seconds after you call,” one user explained.

For many, the impact is simple but powerful.

“It has made a real difference in managing stress and feeling more grounded.”

These are everyday situations where one conversation can change the direction of someone’s day.

One user, based in West Yorkshire, used the platform after a stressful day at work instead of waiting weeks for traditional support, describing the experience as immediate and reassuring.

A Free Code Already Supporting People

To support the initiative, a free access code has already been released, allowing anyone to claim a one hour counselling session.

The aim is to remove the biggest barrier in mental health support.

Waiting too long to speak to someone.

A Yorkshire Story With Global Reach

Although the event will take place in Mallorca, Priestley’s roots, and a significant proportion of VÕS HELP users, are based in Leeds and across Yorkshire.

This is where the impact is being felt.

And this is where the mission is focused.

What Happens Next

If the 12 hour challenge is completed, Priestley has already set his sights higher.

A 24 hour Guinness World Record attempt is planned for December 2026.

Final Thought

This is not about rowing for 12 hours.

It is about proving that no matter where you start, whether that is in a tough environment, struggling mentally, or feeling stuck, change is possible.

And sometimes, all it takes is one conversation to start that change.