Why RUGGED?

Build your daily routine. Get outdoors. Give yourself something to aim at.

RUGGED brings together straightforward supplements, proper challenges and good people. Wherever you start, the aim is to stay strong and be fit for life.

Everyone’s Everest is different.

Start your daily routine

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NEXT PUBLIC RUGGED CHALLENGE

Castle to Castle

Saturday 5 December 2026 · £35.00 per person

Rochester Castle to Tonbridge Castle. A 50km winter hike, with the option to finish after approximately 30–32km at Wateringbury. One booking price. A proper challenge, with good people around you.

Your place includes a medal, event information and preparation guidance. Supporting Airlie Days. This isn’t a race.

View details & book my placeGet future challenge updates

What our customers say

COMMUNITY

Good people. Good energy. Shared challenges.

People from different walks of life, ages and fitness levels getting outside, supporting each other and working through the difficult parts together.

Join the email community for practical tips from James, product guidance and the next RUGGED challenges.

Join the RUGGED community

Find your daily essentials

Choose what fits your routine

CREATINE MONOHYDRATE

Choose unflavoured powder, individual 5g sachets or blueberry gummies. All use creatine monohydrate, in different formats to suit your day.

Compare the creatine range.

MULTI-COLLAGEN BLEND

30 unflavoured daily sachets. Five collagen types with vitamin C, biotin and hyaluronic acid. Stir into your coffee, smoothie or food.

Explore multi-collagen.

ELECTROLYTES

Effervescent tablets in Lime, Peach or Berry. Choose one tube or two, and follow the mixing directions on your pack.

Shop electrolyte tablets.

3-IN-1 MAGNESIUM

90 capsules combining three magnesium forms. Check the product information and serving directions on the pack.

View magnesium.

Follow Project 39

PROJECT 39

39 endurance challenges in support of Demelza.

Hikes, runs and gym challenges, with everyday people joining me along the way. It’s about showing up, working through the hard bits and seeing what we can do together.

Follow the journey and see what is coming next.

James