Fundraisers go to extremes to get noticed

By the Editorial Team · Monday, September 21, 2026

British endurance athletes have significantly increased attempts at extreme challenges like ultramarathons and long-distance treks to raise funds for charity, with platforms like JustGiving and GoFundMe reporting sharp rises in such fundraisers over the past decade. This trend underscores the growing competition within the fundraising sector, where success increasingly depends on participants’ ability to engage social networks and stand out amid a crowded landscape.

In recent years, British endurance athletes have been increasingly taking on extreme challenges both at home and abroad, raising the bar for fundraising events through feats such as running the length of Africa, crossing Australia, and traversing Iceland. This surge in high-endurance challenges reflects a broader trend as individuals push themselves further to attract attention and donations in a competitive fundraising environment.

Fundraising platforms have reported significant growth in endurance-related activities. JustGiving noted that fundraising pages for ultramarathons increased from 950 in 2015 to 3,200 in 2025. Similarly, GoFundMe saw the number of ultramarathon fundraisers more than double from 66 in 2022 to 154 in 2025. The number of fundraisers undertaking Sahara treks also rose, with 24 pages created in both 2025 and early 2026, up from 15 in 2022. Additionally, 2025 marked a peak year for participants completing full Ironman triathlons or longer distances on these platforms, with 98 British fundraisers taking on such events.

Tour operators specialising in charity expeditions to notable locations like Kilimanjaro, Everest base camp, the Sahara, and the Himalayas reported record participation and fundraising totals in 2025, despite a wider decline in donations across the charity sector. John Coventry, senior vice-president at GoFundMe, attributed the rise in extreme fundraising to the crowded "attention economy," where competitors must offer particularly compelling stories or efforts to persuade supporters to donate. He emphasized that success often depends less on the extremity of the challenge itself and more on how effectively participants can mobilise their communities and social networks.

Several individual athletes illustrate the range of experiences within this trend. Jack Pitcher, a 30-year-old former roofer and motivational speaker from Bracknell, completed a British record by running 2,684 miles across Australia—equivalent to 95 marathons in 61 days—in 2024. While his primary motivation was improving his mental health, Pitcher raised about £6,500 for SSAFA, the Armed Forces charity, though he expressed disappointment in the amount given the effort involved. He contrasted his results with those of Russ Cook from Worthing, who raised over £1 million the same year by running the length of Africa, aided by strong social media presence and a dedicated support team.

More recently, David “Jacko” Jackson, 44, a former professional rugby player, set a world record by completing 100 ultramarathons in 100 consecutive days. He raised more than £45,000 for brain injury charities Head for Change and Headway but also noted the challenges of fundraising in an increasingly saturated market. Jackson commented that with many people undertaking remarkable efforts, it has become more difficult for each individual to generate substantial donations.

Overall, the growth in endurance fundraising highlights both the dedication of participants and the increasingly competitive nature of charitable giving in an age dominated by social media and digital engagement.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.