Seaman, who was also managing director of Holiday Autos, will take a non-executive director role at Chillimix and offer support and guidance as the company prepares to starting selling through agents.

The brand was founded in November 2020 by World Travel Lounge boss David McDonald, with former Attraction World sales rep Nicky Yates hired as trade partnerships manager.

It has since secured an Atol and has begun signing up agent partners to its distribution network.

McDonald, an alumnus of TTG’s 30 Under 30 programme, said Seaman was “the perfect fit” for his burgeoning brand.

“From the minute we first met, Tony understood our brand and will help springboard our launch to the trade,” he said.

Seaman added: “I am absolutely delighted to be joining the board of Chillimix at such an exciting time in their development.

“This is fun brand but also very unique to this marketplace. Great destinations, unique products all sold with a ‘safety first’ charter for the LGBT+ community.”