What happens when you combine big challenges, determination and a desire to give back? Get Up Give Back (GUGB) 2026.
Now in its seventh year, GUGB brings together the Property Entrepreneur community to take on a series of physical and mental challenges while raising money for charitable causes. This year’s ‘Mind Over Matter’ campaign focused on brain injury, stroke and dementia, with Dementia Adventure among the charities benefiting. The 2026 challenge brought together more than 100 participants, with an ambitious fundraising target of £150,000.
From marathons to mountains
The GUGB team took on a range of challenges, including running, walking and hiking, culminating in some seriously impressive mountain adventures.
Among those taking part was Natalie, host of the Dementia Dialogues podcast. Through the podcast, Natalie speaks to experts and people with real-life experience of dementia and caring, bringing honest and insightful conversations to a wider audience.
This year, Natalie took on the Manchester Marathon, the Yorkshire Three Peaks and then Mount Toubkal in Morocco – all while fundraising for GUGB.
And she wasn’t alone on Toubkal. Our very own CEO, Fiona, took on the mountain too.
Fiona takes on Mount Toubkal
Mount Toubkal, at 4,176 metres, is the highest peak in North Africa. For Fiona, reaching the summit was a huge personal achievement – but it wasn’t easy.
Unexpected snow, slippery terrain and a 4am start for the final stretch to the summit made the climb even more challenging. The team had to contend with steep, snow-covered slopes, thin mountain air and the sheer physical demands of climbing at altitude.
For Fiona, it was:
“probably the toughest thing physically I have ever had to do.”
But the GUGB team supported one another every step of the way. Fiona’s mountain camping partner, Natalie, deserves a special mention for the support she gave Fiona throughout the challenge.
Together, they made it to the summit.
What feels impossible can become possible
There’s something about Fiona’s experience on Toubkal that really resonates with us at Dementia Adventure.
The GUGB team made Fiona’s summit possible through teamwork, encouragement and support. And that’s something we see every day in our own work.
We don’t help people living with dementia and their carers climb mountains – but we do help people do things they may have thought were behind them.
A boat trip. A round of golf. Trying something new. A supported holiday with a family member.
With the right support and the right people beside you, what once felt impossible can become possible.
And that’s why we’re so grateful for the incredible fundraising carried out by the GUGB team. Their challenges are helping us create more opportunities for people living with dementia and their companions to experience joy, connection, confidence and adventure.
A huge thank you
After completing her challenges, Natalie shared:
“I’m honestly lost for words. Thank you. Every donation, every share, every bit of encouragement got me here.”
We couldn’t put it better ourselves.
A huge thank you and congratulations to Natalie, Fiona and everyone involved in GUGB 2026. Every mile, step and summit has helped make a difference – and we’re incredibly grateful for the support.
Could your organisation Get Up Give Back?
Are you a corporate organisation interested in taking on a challenge, fundraising for Dementia Adventure or exploring a partnership with us?
We’d love to hear from you and explore how your organisation could help make more adventures possible.
Contact Susie to find out more: susie@dementiaadventure.org
