For more than 30 years Will Gadd has been one of the top adventure sports athletes in the world – and is the first human being to ever climb the frozen Niagara Falls!

But he’s also written and researched extensively on positive risk taking, resilience and organizational safety.

Now he’s combining the lessons he learned while succeeding in some of the world’s toughest environments with what he’s also learned working with top corporate, military, industrial and medical companies.

He shares this work with audiences ranging from Nike to Exxon Mobile to incarcerated youth.

As an athlete, he won the X Games, set two world records for paragliding, and safely led numerous large TV and research expeditions into highly dangerous—and rewarding—environments.

He climbed up a frozen Niagara Falls, flew a paraglider over the Grand Canyon, and taught his kids (and doctors and oil sands workers) to positively manage risk with the direct, entertaining and effective tools he learned through a lifetime of living on the edge.

He speaks with personal humor and professional depth on effective and widely applicable tools to do great things while staying safe, building team resiliency, succeeding in low-knowledge environments, and doing what the everyone said was, “Impossible!” He has shared more than 200 high-end presentations to groups from American Express to Hydro One.

Most recently he and his teams found new life forms in glacial caves for a Discovery TV show, and helped a planetary scientist sample the world’s oldest rocks in Canada’s Arctic. He is an award-winning author, film maker and dad in Canmore, Alberta, Canada.

He is, at 59, still sponsored by Red Bull, Arc’teryx and other leading brands. His newest book project is titled, “Surviving and Succeeding in High-Hazard Environments,” published spring ’27, based on his own experiences and interviews with ten of the top medical, industrial, corporate and military risk managers in the world.

LET’S TALK! If you are brand, agency or the media and want to work with Will please email mark@athletemedia.co.uk or call him on +44 7952 304340.

She is the youngest woman to have climbed the world’s second-highest and arguably most-notorious peak, K2, and the youngest woman to climb all 14 of the 8000m peaks.

It is now running on TNT Sport (Konnected+) for three months alongside her own Instagram channel.

The ad was produced for Biltong High Protein and marks the first commercial output of the AMG-NOVAI partnership. NOVAI worked directly with AMG and Savannah to develop her digital twin using images, video, voiceover and specialist AI techniques — creating a cinematic-quality production in weeks, at a fraction of traditional costs.

NOVAI is an AI and CGI creative & technology studio producing broadcast-quality video ads for brands at speed and scale. AMG is a sports marketing agency representing elite talent including World Cup winners, Olympic and Paralympic champions, and World Record holders across multiple sports, established in 2019.

Darren Khan, Global CEO & Co-Founder of NOVAI: “Our approach puts the talent & athlete in control — properly compensated through agreed commercial terms, with full say over their digital twin, the content it creates, and the brands they associate with. Fairness and transparency aren’t add-ons; they’re the foundation of how this works.”

2023 undisputed super-middleweight world champion Savannah Marshall commented, “As an elite sports woman I’m always keen to explore new opportunities and this sort of world first innovation is really exciting.  I’m delighted to see where it goes and to be involved at the start of this Twinning process helps me on my sporting journey.”

James Roles, MD of AMG: “Too many commercial opportunities are lost because talent simply can’t be in two places at once. NOVAI changes that. We can now offer athletes a way to grow their brand, their exposure and their revenue — without the schedule conflict.”

To find out how NOVAI and AMG can work with your brand or talent roster, visit novai.ai

LET’S TALK: If you are a brand, agency or the media and want to learn more about the AMG x NOVAI partnership and Savannah Marshall’s Twin project please email mark@athletemedia.co.uk or call +44 7952 304340.

This new phase strengthens the destination’s positioning within the sporting landscape and places the focus on the road to the Los Angeles 2028 Olympic Games.

The multi-channel campaign, using the same claim introduced in 2024 – “Canary Islands. One goal. One destination. All year round” – will be rolled out across Warner Bros. Discovery’s sports channels and digital platforms.

This time, the campaign is fronted by four internationally recognised figures from elite sport:
• Ellie Aldridge (Great Britain) – Formula Kite Olympic Champion 2024
• Marta Maggetti (Italy) – iQFOiL World and Olympic Champion 2024
• Anders Mol & Christian Sørum (Norway) – Beach Volleyball World and Olympic Champions 2020

• The production will launch in March 2026 across Warner Bros. Discovery’s sports channels and platforms

As part of the campaign, Warner Bros. Discovery and the Canary Islands Tourism Board have produced three 30-second audio-visual pieces, each focusing on one athlete and their discipline, alongside a 60-second film bringing together all four protagonists.

In these spots, Aldridge, Maggetti and Mol & Sørum invite viewers into their day-to-day training routines in the Canary Islands — a destination that has been part of their preparation for years and has established itself as a key setting on their path towards their next major goal: the Los Angeles 2028 Olympic Games.

The campaign illustrates how the archipelago has become their second home, a place where climate, natural environment and purpose-built infrastructure allow them to maintain sporting excellence all year round.

International reach In Europe, the Warner Bros. Discovery (WBD) portfolio of sports brands collectively engages over 100 million consumers a month, reaching fans and broad audiences across all platforms: free-to-air TV, pay-TV, streaming, online and social.

This combination of linear visibility and presence across Warner Bros. Discovery’s sports channels and platforms that features premium live sport and engaging digital content will once again position the Canary Islands in front of a European audience highly aligned with high-performance sport and major international events.

Mike Rich, Group SVP Ad-Sales and Brand Partnerships, UK & Ireland and International, said: “We are proud to bring this campaign to life in partnership with the Canary Islands Tourism Board. By combining the credibility and inspiration of Olympic and world champions with the scale and strength of our premium sports ecosystem — from Eurosport in mainland Europe to TNT Sports in the UK & Ireland and across our streaming platforms — we are able to connect the Canary Islands with millions of passionate sports fans across Europe.

“The archipelago offers truly world-class conditions for elite preparation, and as athletes look ahead to 2028 Olympic Games, this campaign showcases why it has become a natural training home for champions all-year round.”

Jessica de León, Minister of Tourism and Employment for the Government of the Canary Islands, said: “This campaign is a clear example of our strategic commitment to a more competitive and diversified tourism model, one that is fully aligned with the archipelago’s economic and social sustainability. Positioning the Canary Islands as a benchmark destination for high-performance sport strengthens our international image, creates qualified employment opportunities and helps distribute the benefits of tourism more evenly throughout the year and across the territory.”

José Juan Lorenzo, Managing Director of the Canary Islands Tourism Board, added: “This initiative further consolidates our strategy based on partnerships with highly credible brands and ambassadors. Warner Bros. Discovery Sports’ multi-channel reach, production in five languages and presence at major international sporting events will allow us to connect very efficiently with audiences closely aligned with high performance, while reinforcing the positioning of the Canary Islands as Europe’s ideal year-round training destination, thanks to its climate and world-class infrastructure.

Produced in five languages — Spanish, English, French, German and Italian — the “Canary Islands. One goal, one destination. All year round” campaign will premiere in March 2026 and will be distributed across Europe via Eurosport’s linear and digital channels as well as its streaming platform HBO Max across mainland Europe; and TNT Sports* and discovery+ in the UK and Ireland.

The campaign will run until October 2026 and will feature across some of the most prominent events on the international sporting calendar, including the Tour de France, Giro d’Italia, La Vuelta a España, Roland-Garros, the UCI World Championships, events from the PTO triathlon circuit and major international marathons.

The Canary Islands: a leading sports destination The Canary Islands’ natural assets make the archipelago a privileged environment for professional training and international competitions. Numerous elite athletes choose the islands as their training base: sailors, surfers, triathletes, beach volleyball players, athletes, swimmers and cyclists from around the world find unique conditions here to perform at the highest level. Altitude training, with lower atmospheric pressure, supports performance enhancement, and Mount Teide -3,718 metres- has become a benchmark training location for professional cyclists.

The archipelago also boasts exceptional weather statistics, with average temperatures of 23°C in summer and 19°C in winter, alongside more than 4,800 hours of daylight per year, enabling continuous outdoor training. Excellent air connectivity allows athletes to reach the islands from major European cities within a few hours. In addition, the Canary Islands offer 1,500 kilometres of coastline bathed by nutrient-rich volcanic waters, a world-class facilities designed for high-performance training, and a wide range of recovery-focused centres that promote rest and muscle regeneration following high-intensity sessions.

LETS TALK!  If you are brand or agency who want to work with elite sporting or pioneering talent for campaigns or projects please emailmark@athletemedia.co.uk or call +44 7952 304340.

• Enter new markets
• Strengthen international presence
• Communicate across diverse demographics

• Humanize their messaging
• Align with values like determination, innovation, or inclusivity
• Create memorable, story-driven campaigns

• A sports brand can highlight durability and innovation
• A nutrition company can emphasize effectiveness and results
• A tech brand can showcase precision and cutting-edge design

• Direct access to niche and loyal communities
• High engagement rates compared to traditional ads
• Opportunities for creative, real-time campaigns

• Grow alongside the athlete’s career
• Extend into post-retirement ventures
• Create legacy campaigns that endure for years

• Increased sales and revenue
• Higher brand recall
• Improved customer loyalty
• Enhanced market positioning

Talent doesn’t just promote brands — it inspires them.

At its core, talent represents possibility.

Athletes, artists, creators, and cultural leaders embody dedication, risk, and self-expression.

Brands are drawn to talent because talent carries stories people already care about. When a brand aligns with someone who has earned trust through their craft, that trust transfers. Suddenly, the brand isn’t just selling a product — it’s participating in a narrative.

Example: the inspiring story of The Girl On A Bike, Vanessa Rush

Talent also brings authenticity, something money alone can’t buy.

Consumers are increasingly skeptical of polished messaging, but they believe in real journeys. The grind behind a breakout musician, the discipline of an elite athlete, or the vulnerability of a creator building in public — these stories resonate. Brands that collaborate with talent tap into lived experience rather than manufactured claims.

The authentic & powerful sporting journey of Savannah Marshall is a great example.  Tough upbringing, found boxing, become undisputed world boxing champion and has a purpose beyond her sport in helping under-privileged girls harness boxing for a better future.

Beyond credibility, talent shapes culture.

Example: the vital work of ultra swimmer & ocean conservationist Dr Mariam Binladen

Trends don’t start in boardrooms or spreadsheets; they start with people bold enough to express something new. Talent sits at the intersection of culture and influence, often acting as the first signal of what’s next. For brands, partnering with talent isn’t just marketing — it’s future-proofing relevance.

Talent also inspires brands internally.

Example: the sailing powerhouse that is Hannah Mills OBE, who has talked to hundreds of thousands of staff on sustainability & STEM

Working with driven individuals pushes brands to raise their own standards. It challenges teams to think creatively, move faster, and act with purpose. Talent demands alignment; hollow values are exposed quickly when paired with someone who truly lives theirs.

Finally, talent humanizes ambition. Brands may have missions and vision statements, but talent shows what those ideals look like in motion. The result is emotional connection — the most powerful currency in branding.

In short, talent inspires brands because talent is proof. Proof of passion, resilience, and belief. And when brands connect with that proof authentically, they stop talking at audiences and start moving with them.

Example: Charlotte Henshaw MBE PLY’s journey is why Careco, the UK’s leading mobility company are in a long-term partnership with her.

LET’S TALK: If you are a brand, agency or the media and want to discuss more about why talent inspires brands please email mark@athletemedia.co.uk or call +44 7952 304340.

AMG has agreed a year-long partnership with London-based Charity and Creative Agency, League Leaders.

The partnership will see both parties work together across all areas of their respective offerings including talent management, events, client campaigns & social impact work.

Notably, League Leaders’ charity arm will become sports marketing agency, AMG’s, UK charity partner of choice for 2026 and League Leaders Live, the organisation’s creative agency, connecting young talent to sport clients, will act as AMG’s in-house creative agency.

Changing young people’s futures with sport, powered by youth and made with creativity is what League Leaders is all about.   They enable underrepresented young people aged 14-24 from disadvantaged communities UK-wide to access sport: playing it, redesigning it, working in the sector and growing as leaders in life.

AMG is the sports agency powered by purpose-driven talent. It harnesses the superpowers of elite athletes & other pioneering talent from around the world to help brands grow their reputations and bottom lines.

Paul Jenkins, CEO & Founder of League Leaders said of the partnership,

“We are anticipating great things in our worlds of youth, sport and creativity in 2026 by partnering with AMG. From the start their purpose was inspiring, and clear, being very closely aligned with ours – that sport can be a force for good in people’s lives, if they are given the opportunity to access sport how they want to. With the potential of AMG’s vast roster of sport talent and their ability to create paid work opportunities for young talent through our creative agency League Leaders Live, means the two organisations are going to be making waves across the sport sector and beyond. Keep your eyes peeled for LL x AMG!”

Mark Middlemas, CEO & Founder of AMG, commented,

“I am delighted we have partnered with League Leaders.  Their  experience & work with young people & cutting edge youth brands is so inspiring.  To have such talented 16-24 year olds on the front line of real life insight fuelling our creative solutions for clients is hugely exciting.  Their work is authentic, honest & very real powered by their own human stories and I’m excited to see the work we can do together for brands.”

LET’S TALK!  If you are a brand, agency or the media and want to talk further please contact mark@athletemedia.co.uk / paul@league-leaders.com.

https://league-leaders.com

A dentist by training, a passionate environmentalist, and a record-breaking swimmer, Mariam has used her athletic platform to push boundaries, champion social causes, and amplify voices that often go unheard.

A Trailblazer in the Water

Mariam Binladen is not your average athlete. According to her own profile, she is first and foremost a dentist, environmentalist and endurance swimmer.  Her swimming achievements are as audacious as they are symbolic:

• She was the first Arab / Saudi woman to swim the entire length of the River Thames — a 101-mile open-water challenge.

• She completed a major English Channel swim, in a journey sounding the alarm for Syrian orphan refugees.

• She has taken on other extreme swims — including from Saudi Arabia to Egypt (Red Sea), and urban swims in Dubai Creek & Canal — each carrying a deeper social or environmental message.

Every stroke Mariam takes is imbued with purpose.

Swimming With Heart: Raising Awareness for Refugees

One of her most defining motivations has been humanitarian. In her Thames swim, she explicitly dedicated the effort to raise awareness for Syrian orphan refugees.  The political and personal weight of that mission is significant: as Mariam herself has said, she hopes her swims show people that “anything is possible” — especially for women from her region.

Her English Channel crossing, completed in 11 hours and 41 minutes (assisted), was likewise framed as a statement: endurance sport, she believes, can be a force for compassion.

Beyond symbolism, she has backed her advocacy with concrete action. In collaboration with the Jordan Hashemite Charity Organisation and IMC Hospital, she opened a free dental clinic at the Al Azraq Refugee Camp in Jordan — serving thousands of Syrian refugees.  Her medical background gives her added credibility, but her commitment comes through her willingness to swim again and again for change.

Empowering Women & Breaking Cultural Barriers

Mariam’s swims also carry a profound message for women in the Arab world. By taking on ambitious endurance challenges, she challenges stereotypes around gender, sport, and tradition.

In interviews, she has spoken about her desire to motivate more women from Arab countries to “take on sports … knowing that nothing is impossible.”  Her journey resonates not just because of its physical difficulty, but because of what she represents: a role model who honors her identity and heritage while pushing forward in traditionally male-dominated arenas.

As she has said, wearing modesty or coming from a conservative culture should not limit access to sport — dedication and hard work should.

Environmental & Regional Impact

Mariam also tightly integrates her love of water with environmental consciousness. Many of her swims have environmental and sustainability themes:

• Her Red Sea swim (Saudi Arabia to Egypt) was tied to marine conservation and anchoring awareness in one of the world’s most fragile coral-rich seas.

• Her urban swims in Dubai, such as through the Water Canal, have spotlighted water access, sustainability, and the state of clean waterways.

By swimming in such varied and symbolic locations, she draws attention to the health of our waters, the importance of protecting ecosystems, and the need for environmental responsibility.

Legacy, Identity & Leadership

Mariam’s story isn’t just about records — it’s about legacy. She comes from a prominent family, but she has redefined what her name can mean. Her public platform is not just athletic glory, but social transformation. Her website reflects this: she describes her mission as carrying “messages of hope, resilience, and the need for urgent action on global issues.”

In 2019, her life and mission were captured in the documentary “I Am Mariam Binladen”, showing the deep psychological and physical demands of her swims, and how they tie into her greater goals.

Her work has also gained recognition beyond sport — recently, His Highness Sheikh Khalid bin Hamad publicly commended her for completing a major swimming challenge across the Gulf, highlighting not just her stamina, but her role in promoting regional unity, women’s empowerment, and national pride.

Final Thoughts: More Than Just a Swimmer

Dr. Mariam Binladen is a rare figure in sport: not just a competitor, but a bridge-builder. Through her endurance swims, she champions humanitarianism, environmental protection, and female empowerment — blending them into each challenge she takes on.

She shows the world that elite athletic achievement and social purpose need not be separate paths. Instead, sport can be a powerful vehicle for change: a way to raise voices, change narratives, and inspire action.

Her message to young people, especially women in her region, is simple but profound: with vision, resolve, and heart, you can swim beyond what was once considered your “limit.”

LET’S TALK: If you are a brand or work in the media and want to work with Mariam please email mark@athletemedia.co.uk or call +44 7952 304340.

An Army veteran, former NHS nurse, below-knee amputee, chronic pain warrior, charity fundraiser, and world record-breaking endurance athlete, Lexi stands as a living testimony to what the human spirit can accomplish when we refuse to give up.

🧬 From Struggle to Strength

Lexi’s life wasn’t shaped by medals and fanfare—it was forged in pain and challenge. After serving in the Army and working as an NHS nurse, she developed Complex Regional Pain Syndrome (CRPS) and fibromyalgia, chronic conditions that dramatically changed her life. Eventually, she made the difficult choice to undergo a below-knee amputation in 2019 to manage constant, debilitating pain. Even after that, the CRPS returned, and she endured multiple surgeries while learning to navigate life in a wheelchair.

Rather than letting these circumstances define or limit her, Lexi chose to turn them into her purpose—an opportunity to inspire, break barriers, and connect people through sport and community.

💪 A Mission Bigger Than Records

Lexi repeatedly says her efforts aren’t about breaking records for the sake of it—they’re about inspiration, accessibility, and demonstrating that you don’t need elite equipment to do incredible things. She often highlights the importance of using whatever tools you have and proving that limitations don’t diminish potential.

Charity is central to Lexi’s purpose. Her challenges have raised thousands for foundations like the Aaron Lewis Foundation, Exeter Chiefs Foundation, and ChildFund Rugby, using endurance feats to generate awareness and funding for causes she cares deeply about.

🏅 World Records & Remarkable Feats

Lexi’s achievements are extraordinary—not just for athleticism but for heart:

🌀 End2End Rugby Relay (2024)

In 2024, she wheeled over 1,400 km (about 874 miles) from John O’Groats to Land’s End, using a standard wheelchair and covering marathon distances each day. Along the way, she carried a signed rugby ball between club stops to champion women’s rugby and raise funds for charity. Along that iconic route, she set a world record for the fastest female wheelchair journey on this route.

🚴‍♀️ Greatest Distance in 12 Hours (2023)

Lexi covered an astonishing 77.20 km (about 47.96 miles) in 12 hours using a manual everyday wheelchair, setting a Guinness World Record and proving that elite adaptive equipment isn’t required to make a mark.

🏃‍♀️ Half & Full Marathon Records (2022–2023)

She claimed world records for the fastest half and full marathons in a non-sport wheelchair, all while fundraising for causes like Blesma – The Limbless Veterans.

🏃‍♀️ Ultra Endurance Records (2025)

In 2025, Lexi completed 10 ultra-marathons in 10 days in her everyday wheelchair across England. This incredible effort earned her multiple Guinness World Records, including:

• Fastest ultra-marathon distance in a non-racing wheelchair (female) — 5 hr 12 min for the distance set in Sleaford.

• Most ultra-marathon distances in a non-racing wheelchair in one week (female) — 6 completed distances.

• A world first for completing 10 ultra-marathons over 10 days—a confirmed sixth world record.

She even carried the official Women’s Rugby World Cup match whistle to the opening game in Sunderland as part of the effort.

🎯 Why Lexi’s Story Matters

Lexi isn’t just setting records—she’s reshaping expectations. Her message resonates on several levels:

• Representation: Showing that disability doesn’t mean inability.

• Accessibility: Sport and endurance don’t require expensive gear—just courage and consistency.

• Empowerment: Encouraging others, especially women and disabled athletes, to challenge what’s possible.

• Giving Back: Using her journey to uplift charities and communities.

As she reflects on her goals for the coming years, Lexi continues to plan even bigger challenges—including trans-USA wheelchair expeditions—and to set new records alongside her ongoing fundraising work.

🏁 The Legacy in Motion

Lexi Chambers has transformed what many would see as limitations into a life full of impact. Her journey reminds us that every milestone is won with persistence, purpose, and passion. As she keeps breaking barriers both physical and societal, Lexi’s legacy continues inspiring anyone who’s ever been told that something is “impossible.”

✨ In Lexi’s own words: “I’m not disabled, I’m differently abled.”

LET’S TALK!  If you are the a brand, agency or the media wanting to work with Lexi or interview here please contact mark@athletemedia.co.uk or call him on +44 7952 304340.

Talent doesn’t just promote brands — it inspires them.

At its core, talent represents possibility. Athletes, artists, creators, and cultural leaders embody dedication, risk, and self-expression. Brands are drawn to talent because talent carries stories people already care about. When a brand aligns with someone who has earned trust through their craft, that trust transfers. Suddenly, the brand isn’t just selling a product — it’s participating in a narrative.

Talent also brings authenticity, something money alone can’t buy.

Consumers are increasingly skeptical of polished messaging, but they believe in real journeys. The grind behind a breakout musician, the discipline of an elite athlete, or the vulnerability of a creator building in public — these stories resonate. Brands that collaborate with talent tap into lived experience rather than manufactured claims.

Beyond credibility, talent shapes culture.

Trends don’t start in boardrooms; they start with people bold enough to express something new. Talent sits at the intersection of culture and influence, often acting as the first signal of what’s next. For brands, partnering with talent isn’t just marketing — it’s future-proofing relevance.

Talent also inspires brands internally.

Working with driven individuals pushes brands to raise their own standards. It challenges teams to think creatively, move faster, and act with purpose. Talent demands alignment; hollow values are exposed quickly when paired with someone who truly lives theirs.

Finally, talent humanizes ambition.

Brands may have missions and vision statements, but talent shows what those ideals look like in motion. The result is emotional connection — the most powerful currency in branding.

In short, talent inspires brands because talent is proof.

Proof of passion, resilience, and belief. And when brands connect with that proof authentically, they stop talking at audiences and start moving with them.

LET’S TALK: if you are a brand or agency with a specific talent brief or task please get in touch by contacting mark@athletemedia.co.uk / +44 7952 304340.