In a world of swipe fatigue, digital escapism, and surface-level experiences, Hardest Adventures is taking a bold bet: that now, more than ever, people are craving something real. Something hard. Something that matters.
Led by endurance legends Russ Cook (better known as the Hardest Geezer) and business strategist Alex Taylor, Hardest Adventures has officially joined the Blue Earth Ventures portfolio. Backed by the same grit that carried Russ 16,000 kilometres on foot through Africa, the duo are now building what they call the world’s first creator-led media and adventure company. And with a £250,000 raise now open through Blue Earth Ventures, the journey is just getting started.
From the Tarmac to the Boardroom
If you know anything about Russ Cook, you know he doesn’t back down from a challenge. In 2023, he became the first human in history to run the length of Africa, 352 days, 16 countries, and thousands of lives impacted by the sheer audacity of the mission.
But after the noise faded and the dust quite literally settled, a deeper question emerged: what next?
“I’d gone from being a young lad with no direction to completing one of the hardest endurance feats imaginable,” Russ reflects. “After Africa, I wanted to build something that could help others find their own purpose through challenge, connection, and storytelling.”
That spark became Hardest Adventures.
And while Russ provides the flame, Alex is the engine.
Alex’s journey began in the world of commercial business, but it was in designing adventure experiences that raised over £1 million for charities where he found his stride. When he spotted Russ’s vision for a new kind of adventure brand, he didn’t hesitate. “I saw the power of having a creator at the heart of the business,” he says. “And I knew I could bring the infrastructure, systems, and long-term thinking to take it beyond the hype.”
Hardest Adventures: What It Is, and Why It Matters
At its core, Hardest Adventures exists to help people make life matter, through unforgettable challenges and world-class storytelling. The business is built on two pillars:
- Adventure Experiences: From running the Paris Marathon to summiting Kilimanjaro, these aren't just bucket-list moments, they’re mind, body and life-shifting experiences designed to push boundaries and build lasting transformation.
- Media & Storytelling: The Kilimanjaro pilot film, which saw over 30,000 applicants for five places, isn’t just beautiful, it’s spine-tingling. Backed by brand partners and produced with the authenticity that made Russ a household name, these stories are changing the way people see adventure, and themselves.
The vision is clear: to turn Hardest Adventures into a household name for human-powered growth. A new blueprint for how adventure, content, and community come together in the pursuit of meaning.
A Revenue Model Built for Impact
Here's how Hardest Adventures is fully investable:
- Brand-Funded Free Trips: Life-changing adventures offered free of charge to selected participants, fully funded by brand partners looking to embed themselves in meaningful storytelling.
- Paid Experiences: A growing suite of public trips available for purchase, including endurance challenges and curated travel packages.
- Media & IP Licensing: From YouTube documentaries to full-scale productions, the media arm has already shown potential to evolve into a content brand with platform-level appeal.
- Merchandise & Product Collabs: With a rapidly growing audience and high engagement, there's significant scope for co-branded products, gear, and digital assets.
And the best part? Every part of the funnel, from the first Instagram reel to the final summit step, is monetised in a way that feels organic, authentic, and values-aligned.
As Alex explains, “We’ve built a model that scales without losing its soul.”
Pitch Your Adventure LIVE at Blue Earth Summit
This October, Hardest Adventures is coming to Blue Earth Summit to co-host the Adventure Pitch, a new platform for trailblazers and dreamers to share the next big expedition with the world.
In partnership with Kendal Mountain Events, Pitch Your Adventure is an open call to explorers, athletes, changemakers, and everyday adventurers with bold ideas.
Got a solo endurance feat in mind? A team-based mission with a purpose? A challenge that will change how people see the planet, or themselves?
We want to hear it 👉 https://blueearthsummit.com/adventure-pitch
Selected pitches will be invited to share their story live on stage at Blue Earth Summit — gaining exposure to potential backers, partners, and media. More importantly, you’ll become part of a growing movement where adventure becomes a catalyst for inspiration, connection, and impact.
Hardest Adventures was once that wild idea pitched in our very first Adventure Tent. Now, they’re helping us spotlight the next generation.
Why Blue Earth Is Backing Them
This isn’t just another influencer brand.
Hardest Adventures is creating a new category in the adventure economy, where content, community, and purpose converge. It’s the kind of high-growth, high-impact venture that’s core to the Blue Earth mission: to invest in solutions that reconnect people with nature, challenge the status quo, and make the world a healthier, more human place.
As Guy Hayler put it on the Blue Earth Podcast:
“There’s a lot of early stage founders who don’t really know what they’re doing. That’s not the case here. Russ and Alex have lived the story, built the blueprint, and created something that could change lives—and the industry.”
Get Involved
Hardest Adventures is currently raising £250,000 via Blue Earth Ventures.
- 👉 Click here to access the Hardest Adventures Raaise profile.
If you're an investor looking to back a bold, creator-led vision with impact baked in at every level, from the first step to the final edit—this is one to watch.
Or, if you’re an adventurer with an idea of your own?
🌍 Pitch your adventure this October at Blue Earth Summit. Applications now open.