Panache Cruises founder celebrates son’s achievements for National Apprenticeship Week

The founder and chief executive of Panache Cruises has hailed his son’s contributions to the agency after the 17-year-old was hired as an apprentice one year ago.

James Cole reflected on son Charlie’s time with the company so far and outlined his ambitions for the future as the pair celebrated National Apprenticeship Week last week.

“I know I’m the founder’s son, but I’m trying to create my own personality that is separate from him,” he said.

Charlie, who had not initially considered applying for apprenticeships, now works as a partnership junior, involved in updating the website, as well as social media and marketing.

Outlining his son’s pathway, James (pictured, right) said: “We’ve always been passionate about apprentices, but the ultimate test came when Charlie asked if he could join the business as an apprentice.

“He was only 16 and had just started his A-levels and my initial thought was that I wanted him to finish his studies.

“However, he came in for a fortnight’s work experience and never looked back.”

He added: “My only gripe is that he refuses to eat lunch with me!”

Charlie recalled he had not been enjoying his A-levels and remembered saying to his dad the weekend before he was due to return to school that he did not want to go back.

“Dad asked me to finish the term off to see if I changed my mind but I knew what I wanted,” he said.

As part of his apprenticeship, AS Training provides an online tutor once a month and sets tasks to complete.

“My long-term aim is to run my own business – if I don’t take over Panache Cruises first!” he said.

The Chorley-based agency, which reported turnover of more than £25 million in 2024, has trained 12 apprentices so far and aims to train 100 by 2030.