Saturday marks the inaugural BFF Pink Ribbon Run in North Myrtle Beach to benefit breast cancer research and treatment.
One of the participants will be a man who's kept running through serious illness and loss for more than 40 years and he'll be setting the pace for four of his daughters, who have their own reasons to run for a cure.
At 81 years old, Kent Fulcher still runs three days a week, four miles at a time. By the way, he's a colon cancer survivor and he lost half a lung to lung cancer.
Don't bother telling him why you have trouble running.
"You hear a lot of excuses. I've been through the aches and pains, but you figure you feel guilty if you don't do it every day, or every other day," Fulcher says.
He says he feels a little awkward at running events, always being, in his words, "the old codger with all these young people around", and he's still not sure about that whole inspiration thing.
"They say, 'Oh, you can still run at that age, that's amazing.' Well,to me, nothing different. I've been getting up in the morning to go for a run. You put your shoes on and just go run."
But there's no question how Fulcher's daughters feel about him.
"He is amazing. Puts us to shame," says Fulcher's daughter Sharon Huber.
Four of Fulcher's daughters have traveled from as far away as Seattle and upstate New York to join him in the Pink Ribbon Run.
Two of them have their own breast cancer stories to tell.
"I ended up having the bilateral mastectomies, the chemo and radiation, but 15 years, I'm a survivor and I'm done with it," said Terry Czechowski.
"It was a very aggressive cell type so I was very lucky it was caught as early as it was," Huber said about her breast cancer experience.
Terry and Sharon have participated in benefits for breast cancer research before, but this time is different.
It's not only a celebration of survival. It's about the love and support of family.
"It was a good chance for the family to get together as well as do something for breast cancer," Huber said.
Leading the way for the four sisters will be the guy who's been inspiring them all of their lives.
"There have been times when I've really truly not been in any kind of shape for that and there was always, look what (Dad) can do. I can certainly do that."
"As long as I'm vertical, I want to keep running," Fulcher laughs.
One of his other daughters had esophageal cancer and his wife Sandy had skin cancer, so they all have many reasons to run.