It’s all about having the right people. We have recruited the most incredible team of industry experts, ambassadors and leaders to ensure you receive an extraordinary and unique experience every time.

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Lucy Bennett-Baggs

Founder & CEO

As Founder and CEO of Just Challenge, Lucy is passionate about leading corporates and their people on adventures that take them out of their comfort zones. Lucy formally worked for HSBC where she organised two internal challenges to the Sahara and Gobi Deserts for HSBC employees, it was here the Just Challenge brainchild began. Lucy is passionate about sport, business and philanthropy and her ability to combine the three has facilitated millions of dollars of fundraising for those less fortunate.


Simon Albert

Director of Operations

Simon is responsible for all Just Challenge’s logistics and operations globally. He has travelled extensively throughout the developing world, climbing mountains, rafting rivers and helping local NGOs to build schools and health centres. Simon has personally taken part in many challenges and has extensive experience in operating ground teams around the world. Simon’s experience has helped Just Challenge develop the most incredible portfolio of destinations for corporates with health, safety and risk management at the forefront of everything we do.


Holmes Rogers

Head of Safety & Compliance

Holmes spent much of his early life immersed in wildlife and conservation while travelling the world with his family. Inspired by these experiences, he went on to study zoology and spent every holiday volunteering in conservation, mostly in Africa and Latin America. Holmes went on to spend a decade in the infantry, where he developed a passion for travel and expeditions. After a brief spell learning osteopathy, he joined an overseas experiential expedition company where he specialised in incident handling and managing trips in remote destinations, often at altitude. 


Katherine Forbes

Senior Account Director

Being raised in New Zealand, Katherine’s appreciation of the outdoors was inevitable. At an early age, she developed a love for physical activity through both outdoor pursuits and physical endurance, this has seen her play sport at an elite level and trek some of the world’s most spectacular hikes.  Katherine began her career in advertising, transitioning quickly into the sports industry to work with a number of elite sportspeople on some of the world’s highest profile sporting events.  Katherine considers herself incredibly fortunate to be able to combine her passion with her job. 


Alana Naylor

Marketing Manager

Alana is responsible for all Just Challenge's marketing and branding. Her experience in digital, brand strategy and design well positioned Alana to bring Just Challenge's brand to life from idea stage to where we are today. Alana brings our challenges to life and having been on the challenges, has created a unique way of ensuring our values and the spirit of Just Challenge is woven through all our communications. Alana has significant experience in social media too and is therefore a huge asset to Just Challenge.


Andy Fong

Finance Director

Andy Fong is a CPA accredited accountant who specialises in business solutions and smart accounting.  He earned his accounting degree from Macquarie University and CPA from CPA Australia. Unlike typical accountants, Andy is a problem resolutions expert with extensive knowledge in business affairs. He is committed to supporting business success and rarely says no to anything. Andy, is passionate about maintaining an active and healthy lifestyle and can often be found running around the Peak. In addition to his day job, he is a part owner in hipster bar Bobby’s Rabble where he can often also be found with a beer in hand!




Nico is a photographer passionate about his art, and often unbelieving of where it has led him. From the Indian Himalayas, the Arctic Circle, the Malawian bush, or backstage at the Royal Opera House, Nico feels he has been blessed to be able to do, day in, day out, a ‘job’ that he truly loves. While photography has always been a passion it is his third career having trained originally as a zoologist, specialising in cheetah conservation in Namibia and Botswana. Nico then spent 8 years in the British Army where he guarded the Queen, taught soldiers to ski, lived in the jungle and became very proficient at running up enormous hills with large rucksacks. Through moving into photography he enjoys a more settled existence with his wife Molly, daughter Alice and dog Flea. 



Jen is a Hong Kong-based videographer with a love for travel & being outdoors. She loves telling real human stories, finding out what makes people unique and what drives them to participate in challenges. She can regularly be found on one of Hong Kong’s many trails and has also trekked in the Alps, the Himalayas & some of the mountainous parts of California. When not behind the camera, Jen loves to get onto a yoga mat or stand-up paddle board for some peace & quiet. She’s also a big fan of live music & loves to dance – what she lacks in talent, she makes up for with enthusiasm.



 Just Challenge Ambassador

Annabelle Bond, OBE, earned the title “fastest woman climber in the world” in 2005 after scaling the highest peaks on the seven continents in just 360 days.  She reached the summit of Mount Everest on May 15th 2004, the fourth British woman to stand on top of the world. After climbing Mount Everest, Annabelle went on to climb the other six mountains that comprise the Seven Summits, making her the only woman in the world to have achieved that extraordinary physical and logistical feat in less than a year. Annabelle speaks regularly to corporations, schools, and charity groups on the importance of Setting and Achieving Goals.  Her passion for endurance events and her philanthropic commitment made her an obvious choice as a Just Challenge Ambassador.