Project 39 started with a simple idea.

For my 39th birthday, I wanted to do something that meant more than just marking another year. I wanted to challenge myself, help make a difference and do my part for people who genuinely need support.

So I set myself the task of completing 39 physical and endurance challenges in support of Demelza Hospice Care for Children.

I’m a coach, nutritionist and the owner of RUGGED, a lifestyle and supplement brand built around helping people become and stay fit for life, mentally and physically. Challenge is a big part of that.

I believe deliberately putting ourselves in difficult situations can build resilience, confidence, perspective and a stronger mindset. Project 39 is my way of living that message rather than simply talking about it.

The challenges have included long-distance hikes, mountain climbs, ultra-distance events, gym endurance tests and team challenges. Some have been completed solo, while others have brought people together through Team RUGGED, with more people joining the fundraising effort as the project has grown.

Demelza supports children with serious or life-limiting conditions and their families across Kent, South East London and East Sussex. Knowing what these children and families face gives every challenge a much bigger purpose.

Project 39 began on 17 June 2025 and was originally due to finish one year later. Rather than rush the final challenges simply to meet a date, I decided to extend the project through to November 2026 so I can finish it properly and make the final part of the journey count.

32 challenges are complete.

7 remain.

This project has always been about more than a number. It is about challenge, community, resilience and using what I do to help make a difference for Demelza.