In January 2009, James took part in the Amundsen Omega 3 South Pole Race with his TV presenter friend Ben Fogle and Dr Ed Coats as members of "Team QinetiQ", finishing in second, 20 hours behind the winning Norwegian team. The race and the reasons behind was broadcast on BBC Television during summer 2009 in the series "On Thin Ice". The trio raised funds for the children's medical research charity Sparks, chosen as the charity partner in memory of Cracknell's niece, Eva, who died at six days old after suffering oxygen deprivation at birth.