Industry charity Nabs is aiming to get adland out of the pub and into the gym as it launches ATHX Games – described as “the ultimate fitness challenge” – to raise funds for its work.
Forty teams of two will have their strength, endurance and metabolic fitness tested in a two-and-a-half-hour challenge, taking place on January 31 and February 1 2026 at London’s Excel Centre.
Three levels of fitness are catered for, from beginner to advanced, while adjustments can also be made for disabled competitors.
Alongside the 40 teams will be a “hardcore” team of 12 taking on a 24-hour fitness challenge.
Vevo SVP international sales and partnerships James Cornish is organising the fundraising effort for Nabs, spurred on by his own passion for fitness and its transformative effect on his mental wellness.
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.
“Vevo has proudly supported Nabs over the years, participating in its events, and I’m really excited to join this event too and to get people together at ATHX.”
Each member of the 40 teams will need to pay £90 to enter. This will then be donated to Nabs by ATHX organisers, ensuring a minimum donation of £7,000, on top of the sponsorship money that will be raised by the 24-hour team of 12.
Cornish added: “Give yourself the accountability to train for something. There are various different levels available, so start where you feel comfortable, come and have fun and get yourself moving.
“Nabs’ support for everybody in the industry is vital. We need to support them financially so that we can always have that security – somewhere to turn as the world becomes ever more complicated. It’s really important that we do what we can to help Nabs so that they can continue to do the amazing job they do for us.”
Training programmes will be available on the ATHX website to help contestants get in shape for the big day.
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