Striving together in Iceland

The Strive Challenge is the only time of the year I clear my diary and truly switch off.

Last week, we strived in Iceland - a country that constantly reminds you just how extraordinary our planet is. One moment we were cycling across the remote gravel tracks of the Fjallabak Nature Reserve, surrounded by vast volcanic landscapes that felt almost lunar. The next, we were trekking the spectacular Laugavegur Trail, passing colourful rhyolite mountains, black sand deserts, rushing glacial rivers and valleys that seemed to stretch forever.

Adam Slama

I've always believed that nature has a remarkable way of putting life into perspective. When you're walking through landscapes shaped by volcanoes and glaciers over thousands of years, you’re reminded that life is fleeting and our problems are often smaller than we think. It’s even more special to share these experiences with my son, Sam.

Adam Slama

Of course, Strive has never just been about reaching the finish line. It is about creating space for conversations that simply wouldn't happen in a boardroom. Sam, and my nephew, Noah, created the Strive Collective 12 years ago, to help people step out of their comfort zones, spark clarity, build meaningful connections, and raise vital funds for Big Change - the charity my children co-founded to transform the education system. To date, Strive has raised more than £15 million for the cause. In a world that is changing faster than one can really imagine, the need for education to keep up and to set young people up to thrive in an uncertain future is more important than ever.

Beyond the breathtaking landscapes and aching bodies, the real magic of Strive happens when people embrace the unknown together.

Adam Slama

One particular highlight was welcoming my good friend, Halla Tómasdóttir, the president of Iceland and former CEO of The B Team, to join us one night. Halla told the story of how we hired her for The B Team role. I rang her (mid TED talk, unbeknown to me!) and asked her: “So, what do you want to do?” I didn’t think anything of it at the time, but Halla said it stuck with her: "He didn't ask me questions about me. He just wanted to hear if I wanted to do this job.”

Adam Slama

Halla also spoke so beautifully about the importance of disconnecting. As she said: "We might be as connected as we've ever been through technology, but we're disconnected from all the things that truly matter.” I very much agree. Halla is a leader whose principles are built around heart, not head. Purpose plus principles, courage plus humility. What a wonderful formula.

Adam Slama

The adventure certainly wasn't over there. We descended into the vast lava chamber of Þríhnúkagígur, snorkelled between the North American and Eurasian tectonic plates in the crystal-clear waters of Silfra, and played a chess game at the bottom of a volcano.

Adam Slama

Iceland was a place I’ll never forget. I came home with sore legs, a full notebook, and plenty to think about. I couldn't ask for much more than that.