All monies raised will go to the charity Cure Brain Cancer
What are you doing on 15 July? Seth Troxler's going to be trekking up Mt Kilimanjaro!
He's doing it for the best of reasons, too. Along with nine other, ahem, "inspirational entrepreneurs", Seth will be trekking up the 5,895 metre-high mountain in Tanzania to raise funds for the Cure Brain Cancer Foundation, an Australian charity which funds research aimed at preventing, detecting and treating - and maybe even one day curing - brain cancer, a particularly nasty form of the disease that kills 80 per cent of sufferers within five years.
Seth's personal fundraising target is AUS$100,000, and as he points out, "If each of my fans donated 25p, I could reach my goal. If each donated £1, we could raise four times that - money that will go toward saving lives".