When firefighters from Tenby attend a shout, you can almost guarantee a member of the James brigade will be among the crew.
For Richard James, of Newell Hill, and his two sons, Marc and Chris, have become the first father and two sons to serve at the South Parade station.
A member of the fire brigade for 25 years, Richard, or Jammy as he is better known locally, was joined by 22-year-old Marc a year-and-a-half ago, while Tenby United forward Chris followed in their footsteps by signing up just after his 21st birthday earlier this month.
"They have both grown up seeing me jump out of bed in the middle of the night and disappear off in the car and have decided to have a go for themselves," said Richard, the station's Benevolent Fund representative.
"When they both showed an interest in the brigade, I was only too happy for them to join and have encouraged them all the way."
But this is not the first time the trio have shared an interest. They have also all played in the same football team for Tenby.
And what about Richard's wife Julie, younger son Tom and daughter Stephanie - will they be joining in what has become a family tradition?
"Well, I'm not sure whether Julie and Stephanie will become Tenby's first female firefighters and Tom is keen on joining the Royal Marines, but I've got another seven years to go before I have to step down from the brigade, so you never know!," smiled Richard.