Sam Allardyce played his part in Jewish Care's latest fundraising efforts, taking to the floor at a business breakfast held in Chigwell's Prince Regent Hotel.
Together with Sky Sports broadcaster Matt Lorenzo, Big Sam enjoyed an early start as the pair entertained a full house in aid of the London-based charity.
Discussing all manner of things from his Dudley routes to the Olympic Stadium, the Hammers boss then fielded questions from an audience full of Hammers fans.
A thoroughly successful morning saw Jewish Care raise in the region on £30,000 to augment their vital health and social care services and Big Sam was humbled by such a worthy cause.
He told West Ham TV: "I really enjoyed it. It's an exceptionally good cause in Jewish Care and what they do for people in the local area. I'm just happy to help them raise some funds. And there were an awful lot of West Ham fans there!
"This has been in the diary for a long, long time and I'm glad that I'm here after winning last Saturday and with 42 points on the board.
"It is [inspirational]. This is the fourth event of this type, raising over £100,000 now and if I can attract the ticket sales and the sell-out that we saw on Tuesday then I'm only too pleased to do so.
"Football clubs are very conscious of their community work and do an outstanding amount of work in the local areas, both at schools for youngsters and for charities."
Meanwhile, West Ham fan Lorenzo, who chaired the event for a fourth year in succession, was similarly impressed by a huge turnout at the Manor Road venue and the generosity on show.
"It's remarkable how well supported it is, to get everyone up here at 7.30 in the morning, which means getting up considerably earlier in some cases," he said.
"They spend heavily and it's a lovely cause. You realise how lucky you are and that makes it a lot easier to give. I was amazed to hear how much they've raised, it's very impressive.
"It was nice to see Sam up this early and have a chat. He had a lot of interesting points to make, I thought, as well as having a laugh along the way."
Jewish Care's Director of fundraising and marketing Daniel Carmel-Brown was delighted with a job well done, not least Big Sam's contribution to proceedings. The charity, one of the top 40 in the country, relies on an events portfolio to generate about £1.5 million of voluntary income.
"Sam's a real legend. People know him as a legend in the game and it was great for a lot of our supporters, who are also West Ham supporters.
"We will have raised about £25,000 this morning, which is a significant sum of money for us. We hope it will contribute towards another successful year for our organisation and we're really grateful for Sam giving up the time.
"We expect to have two or three more of these events over the next 12 months and I'm sure we'll invite Sam back again, because he was so successful."