Superheroes on the shoreline
A unique coastal quadrathlon with an inspiring charitable reach, the Norfolk Superhero Challenge blends resilience, teamwork and local generosity to change young lives…
Each June, when the tides are right and the sun rises over Burnham Overy Staithe, something extraordinary unfolds on the North Norfolk coast. Spirits are high and smiles bright as the Norfolk Superhero Challenge returns with its signature blend of endurance, camaraderie and heartfelt purpose.
Now entering its 18th year, this highly anticipated quadrathlon began as an experiment among friends united by a love of the county’s coastline and an appetite for adventure. It has since evolved into a powerful celebration of ambition and teamwork, raising over £1.34 million for Norfolk-based causes thanks to an incredible community of participants, volunteers, sponsors and supporters.
At its core, the Challenge is a formidable test of stamina and spirit. It starts with a one-mile open-water swim from Gun Hill to the quay at Burnham Overy Staithe, followed by
a four-mile kayak leg through winding tidal creeks, a 45-mile cycle ride across scenic countryside and an eight-mile run along the coast towards Holkham, finishing back on the quayside where it all began. A defining feature is the buddy system, with participants competing in pairs and sticking together through every leg of the journey.
“You support your buddy all the way to the finish line,” says Carlotta Newbury, who co-organises the Challenge with her husband Nick. “You may have different strengths, but it’s all about looking after one another. We often see teammates fall gratefully into each other’s arms as they cross the line after the final run. That uplifting, heartwarming spirit is what makes the event so special.”
This ethos of mutual support runs deep. From parent-child pairings to lifelong friends, the Challenge involves around 220 competitors each year, ranging in age from 18 to 70+. Pairs can be male, female or mixed and around two thirds hail from Norfolk, though the rest all share some form of connection to the county. Many are local teachers, farmers, health workers, business owners and other members of the community, drawn by the event’s inspiring energy.
“The strong local feel creates a cheerful atmosphere. It’s like a big physical challenge wrapped in a slightly eccentric community festival,” says Nick. “People often tell us it’s the highlight of their year and that it boosts their mental wellbeing as much as their physical health.”
That sense of joy is amplified by the Pink Ladies, a 120-strong band of volunteers in bright pink shirts who marshal the course with passion and pride. From guiding competitors to the swim start and feeding participants and their supporters to cheering from boats and roadside stations, the Challenge wouldn’t happen without them. Despite the name, the Pink Ladies include many men, most of whom are former competitors who return to give back.
“It’s wonderful to see so many supporters giving their time, skills and resources,” says Carlotta. “We’re also incredibly grateful to our generous local sponsors. I could spend hours showering them all with praise, but I’d particularly like to highlight Holkham Estate. They not only sponsor the running leg, but they also accommodate us within their busy events schedule and allow parts of the race to pass over their land. We work with members of their conservation team months in advance, who liaise with Natural England to ensure the Challenge has minimal environmental impact.”
Nick and Carlotta took on the organisation of the event in 2021, following in the footsteps of Superhero stalwarts Jess Lapping and Sophie Ellis - both honoured with BEMs in the
2024 Honours List for their dedication over the past 14 years. Since then, the couple have worked tirelessly to preserve the Challenge’s spirit while expanding its charitable reach. From the outset, the event has championed local causes, raising funds for a different Norfolk-based charity each year. However, as need for support in the county grew, they sought a more sustainable approach.
“We decided to focus on one cause for several years to achieve a greater impact,” Carlotta explains. “In 2025, we partnered with the Norfolk Community Foundation to launch the Norfolk Superhero Fund, which channels proceeds from the Challenge directly into projects across the county. The overall aim is to help children get active and lead healthier lives. It’s a mission that’s close to our hearts.”
The statistics are sobering: one in five children leave primary school obese, one in three can’t swim and 8% have mental health needs. The Fund tackles these issues head-on, supporting grassroots projects that remove barriers to physical activity - from subsidised club memberships and coaching to accessible equipment and youth-led fitness sessions.
The charitable momentum of the past four years (during which the Challenge raised nearly £800,000) continued in 2025, with over £200,000 generated through the Norfolk Superhero Fund. This enabled grants to 25 community initiatives across all seven Norfolk districts, supporting projects such as a basketball club for wheelchair users, gym training for youth workers and outdoor programmes for young carers and SEND children.
“Our goal is to raise £500,000 between 2025 and 2027, making a lasting difference to the physical health and wellbeing of communities facing significant challenges,” says Carlotta. “We’re committed to changing the statistics and building a brighter future for children and young people in every corner of the county.”
Set to return on Saturday 20th June 2026, the Norfolk Superhero Challenge is more than a physical mission; it’s a celebration of resilience, generosity and community spirit that captures hearts and changes lives.
Visit www.norfolksuperhero.co.uk to discover how you can get involved or find out more about applying for charitable grants made available by the Norfolk Superhero Fund. Applications for the next round of funding open in Spring 2026.
