Ainscough reported to Jim Fleming, depot manager of the firm’s Wigan premises at 8am and spent the day taking calls for crane hire contracts, entering them onto Ainscough’s bespoke hire system and organising the crane operators and lifting equipment for the next day’s lifts.

He had agreed to raise as much money as possible for Marie Curie by asking staff at the company’s 25 depots to sponsor him. Ainscough also pledged to match the figure raised with a donation from the company.

Ainscough said: “It was great to go back to my roots. It’s been over 20 years since I actively took a crane booking and now technology has made huge changes so I learned a lot and thoroughly enjoyed the experience. It also reminded me that we have lots of talented and loyal people working in our business and it gave me the opportunity to help raise money for a worthy cause which will help local cancer patients.”

Stephen Tongue from Marie Curie said: “It proved to be a fun event which has been enlightening for some senior managers and great fun for employees eager to sponsor their bosses to answer the phone and make tea.”

The most important aspect of the day will be reflected in the change to the lives of terminally ill cancer patients and their families, which the additional hours of Marie Curie nursing will make. Marie Curie Cancer Care provides high quality nursing, totally free, to give terminally ill people the choice of dying at home supported by their families. Last month, Marie Curie nurses provided over 185 hours of nursing care to patients just in Ashton, Wigan and Leigh.