Elaine Roberts and Luke Ambler, the founders of Andy's Man Club, have been awarded a Pride of Britain Special Recognition award. The surprise announcement came from footballer Peter Crouch during their visit to his podcast studio, where they believed they were recording an interview about their charity.
Through tears, Crouch told the pair they had won the award for setting up the initiative, which has helped tens of thousands of men going through difficult times. Luke said: "I'm never lost for words, but that's stunned me." An emotional Elaine simply added: "Gobsmacked."
A personal tragedy that sparked a mission
In 2016, Andy Roberts, Elaine's son and Luke's brother-in-law, took his own life at just 23 years old. Elaine, 71, said: "Andrew was mischievous. Always had been, as soon as he could walk. He was like a little tough nut, but he had a heart of gold."
She recalled: "I got a knock on the door to say they'd found Andrew. I told Luke, and I just broke down. 'Our Andrew's gone.' Doesn't get any tougher." Luke added: "He was just a really kind, very caring young man."
Andy's family had no idea he had been struggling so much. They soon discovered that male suicide is the biggest killer of UK men under 50. Three months after losing Andy, Luke and Elaine set up Andy's Man Club, a male suicide prevention charity where men struggling with their mental health can come together for support.
From nine men to hundreds of groups
The first session in Halifax saw just nine men attend. Luke, 36, a former pro rugby player, said: "Nine men turned up that first night. Not only did they need to talk, but they needed that connection to know that whatever they were going through in that moment, they weren't the only one. A week after, 15 men turned up, and then 20 men, and it's just never slowed down."
Ten years on, Andy's Man Club has expanded into more than 360 community groups across England, Scotland and Wales, alongside online sessions. Every Monday night, roughly 7,000 men gather for free, confidential, walk-in peer support, with no registration or referral needed. The sessions are volunteer-led, with all group leaders having first used the club themselves.
Members shared their experiences. Omar said: "I'd been through a very dark time in my life. People comforted me, and people told me it was OK." Josh said: "I'd lost my car, my job, my house. Something as simple as a hot drink and a smile made the heavy stuff feel just a little bit lighter."
Neil said: "You feel worthless. Andy's Man Club came along at just the right time. I think it's safe to say without Andy's Man Club, there'd be dead, divorced, or both." Anthony said: "I felt like I wasn't worthy of a place on this Earth. And ended up taking an attempt at my own life. It felt like it removed the hood... completely changed my life. And then I wanted to help others as well. Without them, without the club, I wouldn't be here."
Breaking stigmas and building a legacy
Luke also started a viral #ItsOkayToTalk campaign, which reached more than 100 million people worldwide. He said: "There's one common thread that runs through it all: How can we give more guys hope, and how can we get more guys to believe that tomorrow can be better than today? If he'd have had a chat with someone, maybe he'd still be here now."
Elaine added: "I've grown through my grief doing nothing but talking about it, helping other people. Haven't we? I'd like to think he'd be proud. The amount of guys that come up to me and say, 'If it wasn't for you, I wouldn't be here.' We'd rather he were here for Andrew, but it's the next best thing."
Crouch, overcome with emotion, said: "I get emotional when people have achieved something amazing, and I don't think they've realised quite how many people they've touched."
Elaine and Luke will be presented with their award on Monday 19 October at the Mirror's annual ceremony at Grosvenor House in London. Elaine said: "We're trying to break down the stigma and we've only just scratched the surface. It's about helping as many men as possible, one person at a time. We've been told Andy's Man Club should be on prescription, bottled and sold at Boots. It can be emotional, but it's an uplifting experience and makes you feel connected."
Luke said: "The goal has always been to stop other families going through what ours went through. Seeing men who needed support now giving it to others makes me so proud. We'd be nothing without our team, volunteers, supporters and everyone who's contributed. Ten years building Andy's Man Club alongside a growing family and my own business has been tough. But when someone says they're still here because of it, you know why you've kept going and doing it. Alongside your mother-in-law? That's a whole other story!"
The Pride of Britain Awards will take place on 19th October, before airing on ITV and ITVX from 22nd October.
