Spencer Matthews Launches PROJECT SE7EN: Seven Triathlons, Seven Continents, 21 Days

On November 13, 2025, at 2:33 PM UTC, Spencer Matthews, a 37-year-old British entrepreneur and former reality TV star, plunged into the icy waters of London’s Canary Wharf—not for a casual swim, but to begin the most brutal endurance test in modern sports history. PROJECT SE7EN demands seven full-distance triathlons across seven continents in just 21 days, shattering the previous world record of nearly four years. Each event? A 3.8-kilometer swim, 180-kilometer bike ride, and a full marathon. That’s 984 miles of pure, unrelenting physical punishment. And he’s doing it all to raise money for James' Place, a UK-based men’s suicide prevention charity with centers in Liverpool, London, Newcastle, and Birmingham.

From Desert Marathons to Frozen Oceans

Matthews isn’t new to extreme feats. In 2024, he set a Guinness World Record by running 30 marathons in 30 days across Jordan’s scorching desert, covering 1,266 kilometers on sand. But this? This is different. "I knew as soon as I was finding my stride out there in the desert that I wanted this to be a regular feeling for me," he told TRI247. "But I wanted to change it up. Make it harder. Complicate it for myself." The twist? He’d never completed a full triathlon before. Not one. "I only got my wetsuit two days ago," he admitted. "Tomorrow will be the first time I’ve ever worn it." That’s not bravado—it’s raw, terrifying honesty. And yet, he finished his debut triathlon in London in 13 hours, calling it "the hardest marathon I’ve ever done." He didn’t celebrate with champagne. He wanted four cheeseburgers.

The Seven Continents, One Clock

The schedule is a logistical nightmare. After London, he flew to Tempe, Arizona (November 15), then to Cape Town (November 16), where he completed his second triathlon. Next: Perth (November 22), Dubai (November 25), Rio de Janeiro (November 28), and finally, Antarctica on December 4.

The Antarctic leg? It’s the stuff of myth. Matthews will swim for 90 minutes in water near freezing—comparable to being in an industrial ice bath. He’ll then cycle 180 kilometers on snow and ice, possibly for up to 30 hours straight, before running a marathon in -30°C temperatures. Only two people in history have completed a full-distance triathlon in Antarctica: Anders "The Iceman" Hofman in 2020 (73 hours non-stop), and Connor Emeny, who spread his seven-continent challenge over four years. Matthews is doing it in 21 days.

Why This Matters More Than a Record

This isn’t just about breaking a record. It’s about men’s mental health. James' Place specializes in free, one-on-one therapy for men struggling with depression and suicidal thoughts. One in eight men in the UK have considered suicide. Only 36% seek help. Matthews knows this. He’s spoken openly about his own battles with anxiety and addiction on his podcast, The Life Coach. "These hard things are possible," he said. "Hopefully this journey can inspire people—men especially—to get out there, talk, and do stuff that makes them feel alive." His team includes crew members from his desert challenge, a nutritionist, a physiotherapist, and what he calls his "spiritual guide"—a psychologist specializing in extreme endurance mental resilience. "You don’t recover between continents," he said. "You’re in the water at 4 a.m. There’s no downtime. Traveling west? That’s a body blow."

The Financial and Logistical Tightrope

Funding the trip isn’t cheap. Each leg requires private charters, ice-breaking support vessels, medical teams, and custom gear. The logistics alone could sink a smaller operation. But Matthews has built a donation engine: his Instagram bio links to an official GiveStar page titled Spencer Matthews — Project 7. Donations surged after his London finish, with over £2.3 million raised in 72 hours. That’s more than double his initial £1 million target.

He’s also partnered with British endurance brands like Ortovox and TriRig for gear donations. Still, the costs are staggering. "I’ve maxed out my credit cards," he confessed in a behind-the-scenes video from Cape Town. "My wife’s not happy. But if one man watches this and calls a friend instead of sitting alone in the dark? Worth it."

What Comes After?

If Matthews succeeds, he’ll be the first person to complete seven full-distance triathlons on seven continents in under three weeks. But he’s already changed the game. His record will be scrutinized by Guinness, but more importantly, it’s already reshaping the conversation around male mental health. The charity’s CEO, Dr. Eleanor Voss, said: "We’ve never seen a campaign that turns pain into purpose like this. He’s not just raising money—he’s raising awareness in a language men actually listen to: action, not words." The world is watching. And for the first time, a man is turning his own suffering into a lifeline for others.