Mountain landscape that says, every fire needs its fuel.

ORDINARY PEOPLE. EXTRAORDINARY LIMITS.

Our search for the extraordinary has led us to ten Limit Seekers who embody the spirit of human potential. These bold individuals dared to dream big – and now, the real work begins. Fuelled by a dream of achieving the impossible, they’re taking on the biggest challenge of their lives, pushing beyond limits on a journey of grit, determination and self-discovery.

Learn more about their stories, the causes they’re championing and the challenges that lie ahead.

Supported charities

MIKE HUMPHREYS

Run 10,000 km across the length of South America

JACK JARVIS

Run 12,000+ km from Beijing to London

RACHEL SMITH

Become the first woman with T1 diabetes to summit Antarctica’s highest peak

JORDAN WYLIE, MBE

Pioneering expedition to summit unclimbed peaks in Antarctica

IAIN WARD (THE KING OF CHEMO)

A force of nature, Iain has conquered dozens of gruelling physical challenges while living with terminal brain cancer. Now, he's on a mission to raise more money for charity than anyone ever has. Iain joins as a mentor, inspiring others to achieve the impossible.

RUSS COOK (THE HARDEST GEEZER)

The true embodiment of limit seeking and human potential. Russ became the first person to run the length of Africa, raising over £1 million for charity along the way. His story sparked this fund, and now he's lighting the way for the next wave of Limit Seekers.

WHERE IT ALL BEGAN

When an ordinary guy from Worthing became the first person in history to run the length of Africa, he had no idea he’d start a movement. Russ Cook (AKA The Hardest Geezer) made history in 2024, running the equivalent of 386 marathons across 16 countries in just 352 days – a record-breaking feat of physical endurance and mental strength.

He raised over £1,000,000 for charity, inspiring people across the globe with his vision, grit and unshakable drive to push his potential to the limit. The Limit Seeker Fund was created to fuel the dreams of people like Russ, backing those bold enough to chase the impossible. And we’re proud to stand in their corner.

Russ Cook looking seriously into the camera, overlaid with the words, Limits are meant to be broken.

About our charities

CANCER RESEARCH UK

The world's leading independent cancer charity, dedicated to saving lives through research, influence and information.

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INTERNATIONAL RESCUE COMMITTEE

We respond to the world’s worst humanitarian crises, helping people to survive, recover, and gain control of their future.

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MOTOR NEURONE DISEASE ASSOCIATION

Improving access to care, research and campaigning for people affected by motor neurone disease.

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NEURODIVERSITY IN BUSINESS

Helping businesses become more inclusive, by supporting and empowering neurodivergent employees.

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TWO PINTS DEEP

The men's mental health and suicide prevention charity making support and connection available to everyone.

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WOMEN'S AID

A grassroots federation providing life-saving services to build a future where domestic violence is not tolerated.

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