NABS, the industry charity, has asked adland to sign up for the “ultimate fitness challenge” for its ATHX Games fundraiser.
The challenge is taking place on 31 January and 1 February 2026 at London’s Excel and will test participants’ strength, endurance, and metabolic fitness over a two-and-a-half-hour fitness test.
This competition attracts hundreds of competitors every year and requires 40 teams of two to participate, with beginner to advanced fitness levels catered for.
Alongside this, a team of 12 will take on a 24-hour fitness challenge.
James Cornish, SVP international sales and partnerships at Vevo, is organising the fundraising efforts and outlined the mental health benefits fitness can have.
He said: “I know how important exercise is for me as an outlet to keep my sanity, and I know how much great work NABS does for the mental health of our industry.
“The last couple of years have been tough for adland, so I wanted to find a way to get some of us together for a purpose, to raise money for NABS, to support the work they do for all of our mental wellness.”
Each member of the 40 teams will need to pay £90 to enter, which will be donated to NABS by the ATHX organisers, ensuring a minimum donation of £7,000 to NABS, as well as additional sponsorship money raised for the 24-hour team of 12.
ATHX is offering training programmes, which can be found here.
Those wanting to register as a competitor should email James at [email protected] before 13 December.
