AFTER bouncing back from the financial brink and being struck down by cancer, property developer Rob Lloyd took a freezing dip in the sea off Llandudno beach to raise donations for charity.

The 57-year-old braved the cold water stunt at a bracing 9.7C degrees and was joined by star guest and Llandudno Pier owner Adam Williams as part of his Senseless Challenge, a year of madcap fundraising exploits for the disability charity Sense.

The Rhos-on-Sea man, who starred in Channel 4’s hit show The Secret Millionaire in 2009, had originally been challenged by Mr Williams to jump off the landmark and into the Irish Sea, however that could not go ahead due to rough seas,
Rob has also appeared on and ITV’s ‘Real Housewives of Cheshire’ in 2017 and was one of the richest people in Wales before losing his fortune and being diagnosed with blood cancer.

North Wales Pioneer: Rob Lloyd and Adam Williams after plunging into the icy Irish Sea.Rob Lloyd and Adam Williams after plunging into the icy Irish Sea.

The challenge diverted Rob from his 10 day challenge, which started on Friday, with 379 miles of walking, running and cycling from Wrexham to Newport.
Rob has already raised more than £80,000 for Sense, and received a £5,000 donation from Mr Williams, which will be used to set up a new centre for children with complex disabilities in Denbigh, Denbighshire.

Rob said: “A huge thank you to Adam Williams of Llandudno Pier for braving the cold sea and donating an amazing 5K!”

Adam added: “I challenged him to jump off the end of the Pier but I ended up getting a bit too involved.

North Wales Pioneer: Adam Williams and Rob Lloyd discuss Rob's Senseless Challenge.Adam Williams and Rob Lloyd discuss Rob's Senseless Challenge.

“Due to the storm he couldn’t jump off the Pier so we swam in the sea instead.

“Some people do this for fun apparently! I won’t be doing it again any time soon.”

The fundraising campaign was inspired by the story of a brave brother and sister, three-year-old Charlie Clucas and four-year-old Mia, who were born with a rare genetic condition and are unlikely ever to walk or talk. They will need 24-hour care for the entirety of their life and are supported at the Sense Family Centre in Peterborough.

You can donate to Rob’s Senselles Challenge fundraiser by visiting