In a world where giveaways usually mean quick prizes and fleeting excitement, two local powerhouses have flipped the script — turning a simple competition into a full-blown life- changing transformation. Forget freebies. This is sweat, strength, community, confidence, and most importantly… movement.

Meet the 10 brave individuals now affectionately known as the “10 Runners Running for Their Lives.” They’ve signed up for something far more intense (and rewarding) than liking a post or tagging a friend. They’ve committed to a six-week fitness and mindset overhaul called the

“WORK FOR IT” series — and they are doing exactly that.

A Giveaway With Grit

This unique challenge was created by two local leaders in transformation:

Luke, a fitness coach known for pushing people to their best, and Danny from Richo Studios, famous for his striking hair transformations. But this is no ordinary collaboration.

Rather than giving away prizes effortlessly, Luke and Danny wanted to build something that would genuinely change lives. So they designed a giveaway with a twist — one that can only be earned through determination, discipline, and heart.

Each participant receives a bespoke strength and running programme from Luke. Their mission? Train for six weeks and cross the finish line of a 10k race created just for them.

And the incentives?

Complete the 10k race → earn a full hair transformation from Danny at Richo Studios

Hit your personal six-week target → get your name on the prize wheel for a chance to win a holiday

Fitness. Opportunity. Wellbeing. Community.

It’s all rolled into one challenge — and it’s working.

“More Than the Prizes”

Both Luke and Danny stress that the vision was never about glamour or gimmicks.

“We wanted something deeper,” Luke explained. “Something that would get people outdoors, moving their bodies, and realising how capable they truly are.”

Danny agreed:

“The real reward is confidence. Watching people grow stronger and believe in themselves again — that’s the true transformation.”

Their message is clear:

This challenge is about movement, health, and opportunity.

A Community Is Born

What began as a fun social giveaway has transformed into a powerful fitness community.

Through training runs, check-ins, and shared personal battles, these ten individuals have become a team — lifting each other up every step of the way. And because movement attracts movement, their energy has spread.

Luke extended an invitation to the Run Free Collective, opening the 10k race to everyone — all ages, all backgrounds, all running abilities. Whether someone can run the entire distance, jog-walk it, or simply wants to challenge themselves, they are welcomed with open arms.

That one decision changed everything.

What was supposed to be 10 runners is now a 100-strong group, all coming together for one purpose:

to move their bodies outdoors and support one another.

Race Day Is Set to Be Huge

With a hundred runners ready to take on the challenge, excitement around the event has exploded. Local businesses and top brands have eagerly stepped in to support the day, turning it into a celebration of wellness, resilience, and community spirit.

It promises to feel less like a race and more like a festival of movement — with cheering crowds, sponsor stands, transformation stories, and waves of runners crossing the finish line at all different paces.

For some, it will be their first ever 10k.

For others, it will be their proudest comeback.  For all, it will be a moment of possibility.

A Giveaway That Became a Movement

This isn’t just a fitness challenge. This isn’t just a giveaway.

This is a mission to get people outdoors, moving, connecting, and realising that movement is for everybody — every shape, every age, every ability.

It’s courage. It’s community.

It’s accountability. It’s growth.

All sparked by two creatives who wanted to do something different — and ended up inspiring an entire town.

As race day approaches, one thing is unmistakably clear:

These 10 runners aren’t just running for prizes.

They’re running for their confidence, their health, their joy.

And now, 100 runners strong, the whole community is running right beside them.

Cheer along on the journey over on Instagram: @ lukebeastall , @ dannyricho_ @ runfree.collective .