Cliff has been involved in surf lifesaving for over 30-years and is the founder member and chairman of Whitmore Bay Surf Life Saving Club.  Cliff worked for RLSS UK for over 10-years as Head of Water Safety and wrote a number of open water qualifications including being the project lead for the development of the National Vocational Beach Lifeguard Qualification (NVBLQ). Cliff has a keen interest in open water swimming, and sits on several advisory panels, including Swim Wales, British Triathlon (SH2OUT) and the RNLI International Lifeguard Programme, in addition to advising the Health and Safety Executive on water safety issues.  Before working in water safety, Cliff spent time working on academic coastal projects at a number of universities, including Cardiff University, The University of Sydney and the University of Portugal and has written numerous academic journal papers on coastal subjects.