Over the past few years, sports have become a major way for me to balance out the craziness of business. It helps me clear my head and recharge—even if that sounds a bit contradictory. Especially after weeks like the one ahead: San Francisco, Buffalo, NYC, and then back to L.A.
When I’m on the move that much, sticking to a routine isn’t always easy. That’s why I love challenges. And yesterday, we kicked off our very own:
NTS60 – 60 days. One community. One mindset.
(More info below.)
And we’re not the only ones. Challenges are trending hard right now. It’s a full-blown comeback— not just as a personal goal, but as a marketing goldmine. Keyword: Cultural Marketing.
What used to be super niche—stuff only people like Joey Kelly would do (no offense)—has now gone mainstream. And we’re talking massive reach. Examples?
- Jonas Deichmann: 120 Ironmans in 430 days—basically ran around the entire globe. (He shared his story on our NTS podcast.)
- Hardest Geezer: Runs across entire continents—and pulls in millions of followers along the way.
- Arda Saatci: 3,000 km marathon from Berlin to NYC. Documented on YouTube with hundreds of thousands of views. Simple, real, viral.
Extreme sports are a cultural phenomenon right now. And brands that get it—truly understand the culture and bring authentic impact—can tap into something huge.
We talk about this potential in the newest episode of the NTS podcast with Eugen Fink from KRAFT Runners: Watch on YouTube.
You want to get your brand moving? Then be part of the movement.
We’re starting with our own challenge. Not a world record—but super doable for everyone.
60 days. Roughly one hour a day. Together with the whole community.
You’ll find all the info about the NTS60 Challenge in our WhatsApp group: Join us!
See you next Friday! ✌️
Benjamin
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