Industry charity NABS is calling on advertising professionals to sign up for the ultimate fitness challenge in order to raise funds for the organisation's vital work. 

Forty teams of two are needed to participate at the ATHX Games, which attracts hundreds of competitors each year.  

The teams will have their strength, endurance and metabolic fitness tested in an exciting two-and-a-half-hour challenge at the ATHX Games, taking place 31st January - 1st February 2026 at London’s Excel Centre. 

The event is inclusive and not just for pro-athletes; three levels of fitness are catered for, from beginner to advanced. 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.  

James Cornish, SVP International Sales and Partnerships at Vevo, is organising the fundraising effort for NABS, spurred on by his own passion for fitness and its transformative effect on his mental wellness. 

Cornish explained: “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. This will then be generously donated to NABS by ATHX organisers, ensuring a minimum donation of £7000 to NABS, on top of the sponsorship money that will be raised by the 24-hour team of 12. 

Cornish describes the event as a brilliant opportunity for people to challenge themselves while contributing to the adland community. He explains: “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.” 

The drive comes as demand for NABS services continues to rise across the industry. From financial support to redundancy support and training, the charity supports everyone working in advertising.

Cornish explained: “NABS’ support for everybody in the industry is vital. We need to support them financially so that we can always have the security of NABS – 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 to get in shape for the big day.  To register as a competitor, email James at [email protected] before 13 December 2025. Please click here to find out more.