NatWest - Challenge the Challenger
To redefine what B2B content can look like for NatWest, we created Challenge the Challenger: a long-form, social show built to celebrate the spirit of entrepreneurship.
Hosted by entrepreneur and influencer Daniel Ashville, the format paired him with three former Team GB athletes. The catch? To hear their business stories, he had to step into their world first: diving into the pool, taking on the gym floor, and hitting the velodrome.
Inspired by the energy of Hot Ones and the unpredictability of Taskmaster, the series fused physical challenge with honest conversation. As Daniel pushed himself outside his comfort zone, the athletes opened up about their own transition from elite sport to entrepreneurship.
The result was fast, funny and human. Unpacking the real stories and shared mindset of athletes and founders alike: resilience under pressure, appetite for risk, and the courage to reinvent.
The Content
Challenge the Challenger delivered practical business insight, raw human stories and real entertainment value.
A multi-episode social-first content series built to travel, launched across TikTok, Instagram, LinkedIn, Facebook and YouTube.
Platform-native cutdowns designed to win in-feed, not feel repurposed.
Copy led thought pieces from the athletes and business owners, positioning NatWest as more than a bank, but as a genuine champion of entrepreneurs.
