Craig Maxwell OBE: ‘I won’t just accept what’s going to happen. I’m rebelling against it’
Craig Maxwell OBE: ‘I won’t just accept what’s going to happen. I’m rebelling against it’
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Craig Maxwell’s journey is one of finding strength when many would be at their weakest. At just 41, he was diagnosed with an incurable form of lung cancer and has gone on to raise nearly £1.7m to help others in a similar position.
Growing up in Pembrokeshire and later moving to Cardiff for university, Maxwell initially dreamed of becoming a professional athlete.
“I wanted to play rugby like most Welsh people do at that point, but I wasn’t good enough. I then decided that if I couldn’t do it on the field, I’d find a way to contribute to rugby off the field,” he said.
His career in sport and commercial management began with an offer of unpaid work experience. Maxwell wrote to the Welsh Rugby Union (WRU), volunteering his time to gain a foothold in the hospitality department.
“I did 9–5 in the WRU and then went across the road to a bar in the Brewery Quarter and worked in the evenings to make sure I had some money coming in,” he recalled. After nearly six months without pay, his commitment was rewarded when he began receiving a salary, marking the start of a career that would span nearly two decades in Wales’ national sport.
Maxwell’s rise was rapid. By 2009, he was head of group sponsorship at the WRU, securing a significant deal with Under Armour as the new kit manufacturer. “[Under Armour] then asked me to go across to them to help set up their UK and Ireland division. I went there for a year and a half, which was an amazing experience working in football, golf, and other sports, as well as Wales,” he explained.
Returning to the WRU as commercial director, Maxwell worked on expanding sponsorship and TV rights across the Six Nations. “Brands were becoming far larger in terms of their strategy. They weren’t targeting just Wales or just Scotland or just Ireland. The brands we needed to target wanted to effectively have a multi-territory approach,” he said.
But in 2022, Maxwell faced the greatest challenge of his life. Despite his professional success, he experienced unexplained fatigue and a persistent cough. “I just wasn’t feeling right… I did a charity bike ride for Cardiff Rugby from Cardiff to Paris. And on the second day of the bike ride, I started coughing up blood,” he said.
A CT scan revealed an eight-centimetre tumour in his left lung. What followed was a gruelling 70-day diagnostic period, which confirmed his worst fears: stage four metastatic lung cancer.
“By the time they could biopsy it, by the time they could work out what type of cancer it was, two and a bit months had passed and it had spread to my shoulder, to my chest and to my pelvis as well, which made it stage four metastatic disease,” Maxwell explained.
Faced with a life-altering diagnosis, Maxwell and his wife decided to take control of their narrative and focus on making a difference for others. They founded the Maxwell Family Genomics Fund, which has now raised close to £1.7 million.
The fund supports innovations such as liquid biopsy testing, which dramatically reduces the diagnostic period for future patients. “If I went back into hospital today with the same symptoms I wouldn’t have to wait 70-odd days, I would have my answer within two weeks and that has been a big achievement for us as a family to be able to give other families that support,” he said.
Maxwell has also turned his health challenges into remarkable fundraising feats. His Cardiff-to-Paris charity bike ride involved 35 friends and colleagues and raised over £350,000. “At the drop of a hat they all gave up their time, effort, and energy. It was amazing,” he said.
For Maxwell, the motivation goes beyond fundraising; it is deeply personal. “I want [my children] to look back on what happened to me within 10 years and feel hugely proud. I want them to see that they’re made from tough stuff, and when they have experiences and difficulties in their life — which they’re going to have — they’ll remember how their dad coped with his most difficult situation,” he said.
He credits his family, friends, and the rugby community for the support that has allowed him to undertake these ambitious challenges. “The support I’ve had from the rugby community, the Welsh Rugby Union, the Six Nations, Irish Rugby Union, Scottish Rugby Union — all the unions have wrapped their arms around me and given me unbelievable support. It’s just been incredible really,” he said.
Maxwell has also found purpose and resilience through his charity work. “I haven’t wanted to sit still. I haven’t been happy with just accepting that this is what’s going to happen. I’ve tried to rise against it and rebel against it,” he said. His efforts have not only helped families facing similar diagnoses but have also transformed his own perspective and strengthened his family bonds.
Looking back on the past few years, Maxwell acknowledges both the challenges and the triumphs. From gruelling physical endeavours to navigating the complexities of metastatic cancer, he underscores the importance of community, transparency, and determination.
“There is hope for Stage 4 and I think that’s a really important part. You’ve got so many people out there just willing to help you and to give you all the support that you need, and you just have to find the confidence to ask for it and just keep pushing as well,” he said.
Despite the difficulties, Maxwell is planning further fundraising efforts. “There are definitely going to be some more fundraising events coming up,” he revealed, while admitting that some physical challenges may be limited by his health, but his focus on impact continues.
Craig Maxwell’s journey from commercial director to confronting cancer head-on shows what resilience, leadership, and a commitment to creating lasting change can achieve.
Through the Maxwell Family Genomics Fund, he is leaving a legacy not only of hope and medical innovation but also of inspiration for his children, the wider community, and families facing similar battles.
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