Danger man: Olympian reads the riot act for Rohan

Graham Bell, Olympic presenter and skiing champion, takes to the soapbox at the social networking site of Rohan, the British outdoor-clothing specialists, to talk about why the UK's children are put at risk by being kept wrapped up in cotton wool.

"Modern kids no longer know about danger," says Bell, one of many sports personalities who will regularly be waxing lyrical on Rohan's new community portal for its many danger-loving walkers and climbers.

Rohan's chairman and major shareholder, Colin Fisher, said he plans to open another 10 shops in Britain this year – it already has 40 – and expand in the US, Germany and Japan. "It's taken two years," he said, "but we are profitable again and looking overseas where there are a growing number of Rohanists and Rohanistas who love our clothes.