The case for adventure: Why taking on a new endeavour matters in midlife

Do you ever feel like life is on pause? You're not alone. When every day demands so much, it is all too easy for the spark of trying something new to slip down the priority list. This is especially true for women in midlife, for whom taking on a new adventure can unlock not only confidence, but also wellbeing and resilience.

That's one reason why we launched The Endeavour, Ancient+ Brave's adventure grant programme for women over 30. 

Join Jo Woodhurst, Director of Nutrition at Ancient + Brave, as she introduces this pioneering initiative and explores the wellbeing benefits of taking on a new challenge in midlife.

The case for adventure

There’s a little moment many of us recognise. Life is full, busy and demanding… yet something feels slightly muted. As if you're on pause, or you’re watching life in dulled tones rather than technicolour. 

It’s not that we want to run off into the wilderness or climb Everest (unless we do). It’s that somewhere along the way, the spark of trying something new slipped down the priority list.

Adventure, in its truest sense, isn’t only about those adrenaline-filled moments or ticking off achievements. It’s about feeling like you are an active participant in your own life.  Like you call the shots, make the choices, choose yourself again. And research increasingly shows that taking on a personal challenge, especially in midlife, can be a powerful tool for building wellbeing, resilience and confidence.

A growing body of evidence now tells us that personally meaningful challenges, particularly those rooted in nature, offer benefits far beyond exercise alone. They support confidence, emotional balance and a sense of identity and purpose.  And for many women, particularly after 30, feel a subtle pull towards something more: a stretch, a remembering of something that isn’t just about getting through the day.

This is why Ancient + Brave launched The Endeavour: a new, exciting initiative designed to help women unlock those brave adventures and prove, once again, what they’re capable of -  whether it’s a first, a return, a comeback, or a call from deep within that’s been waiting patiently in the wings. 

Why do we lose our sense of adventure in midlife?

For many women, the sense of adventure doesn’t disappear. They still feel it - it’s just that life got full. In other words, the spark is there - what’s missing is the capacity, resource and support.  

Culturally, women over 30 are often encouraged to be dependable, appropriate and reliable. Daring? Not so much. 

More demands on our time. More responsibilities. More care for others. As our ‘me time’ shrinks, so does our confidence, often because we stop putting ourselves in situations that remind us what we are capable of. 

Research also backs this up. A British Heart Foundation survey found that eight out of ten people in the UK want a “new lease of life”, yet 61% report feeling unfulfilled amid the daily routine. Meanwhile, Women in Sport insights show that over 80% of inactive midlife women want to be more active, but feel blocked by confidence, visibility and support - not a lack of motivation. Sport England’s This Girl Can insight echoes this, showing 75% of women want to be more active, but fear of judgement, lack of belonging and time constraints hold many back.

The physical benefits of taking on a new challenge

From increased strength to stress regulation, at Ancient + Brave, we recognise that personally meaningful challenges, particularly those rooted in nature, offer benefits far beyond exercise alone

We evolved to move with purpose - to build, climb, explore, carry, chase and adapt. So, it makes sense that when movement is tied to something meaningful, our bodies respond.

Purpose-led challenges, like training for something, learning a new skill, or returning to an old passion, naturally increase time spent moving in ways that feel more sustainable and, let’s be honest, more fun than “exercise for exercise’s sake”.

Over time, taking on a challenge supports physical health markers that often come into sharper focus for women in midlife, including:

• Cardiovascular and metabolic health

• Strength, mobility and bone density

• Energy level and stamina

• Sleep quality and stress regulation

• Cognitive health and focus

But perhaps the most important shift is psychological. Purposeful challenge reframes movement as something we choose. And that change also transforms and strengthens our relationship with our bodies.

The mental and emotional benefits of taking on a new challenge

Taking on a new adventure brings benefits for our brain health, including problem-solving skills, self-esteem and improved mood. 

Trying something new activates parts of the brain associated with learning, adaptability and self-trust. It builds psychological resilience by embracing any fear and doubt as part of the adventure itself. 

In this way, adventure becomes an unspoken rebellion to the stories we tell ourselves and the ones society tells us about being “past it” or “not that kind of person”. This is where the evidence becomes especially compelling - and where adventure really earns its place at the wellbeing table.

But don’t just take our word for it. New UK research from the University of East London shows that open-water swimming helps midlife women to flourish - not just physically, which it does well, but psychologically. Participants described a clear “reset” effect, increased confidence in what their bodies could do, and a greater ability to cope with stress. 

The women in the study repeatedly spoke about confidence - not as bravado, but as embodied capability. As one finding notes, participants developed “an increased sense of what their bodies could do”, with clarity and self-belief carrying into work, relationships and everyday decision-making.

Further to this, a Women in Adventure Mental Wellbeing Survey of over 2,700 women found that 99% reported time outdoors positively impacted their mental wellbeing. Research published in Ageing & Society also shows that women in midlife who engage in outdoor challenges report increased confidence, stronger social connections and a greater sense of capability.

Stepping outside your comfort zone - first steps

Stepping outside your comfort zone can feel daunting, but it doesn’t have to look dramatic to begin with. In fact, most brave journeys begin with small, ordinary acts of courage. Adventure, in this sense, only needs to feel brave to you.

That might be:

• Starting a conversation with someone you’ve never spoken to before

• Going somewhere new on your own instead of talking yourself out of it

• Saying yes before you feel fully ready

• Trying something you’ve been curious about for a while

These moments don’t always look like adventure. But they are. They stretch your sense of what’s possible and create the evidence. The ‘I handled that’, the ‘I 

didn’t know I could do that’, the ‘it wasn't perfect, but I did it’ moments.  This is where confidence and resilience are built.

Expect nerves… and go anyway

Feeling unsure is often a sign you’re stretching. Confidence comes later, once you've done the thing,  not before it. Often, the most powerful challenges live in experiences that help you grow, reconnect or feel more like yourself again - even if they feel uncomfortable at first.

Courage is also easier when it’s shared. Whether it’s a friend, a community, or structured support, having encouragement around you can turn a daunting step into a ‘ok… let’s do this!” 

Reclaim your sense of adventure with The Endeavour

At some point, you may feel, deep down, that you’re ready for something bigger. Something to shake things loose, reset your confidence or build on the courage you’ve already been quietly practising.

This is the space where The Endeavour exists

Inspired by Ancient + Brave’s partnership with the Bluetits 6 Channel Relay team and by the many women who reached out with their own brave ideas, The Endeavour is Ancient + Brave’s new bravery initiative, underpinned by a £100,000 fund, created to unlock women’s unrealised adventures. 

If there’s a challenge you’ve quietly held onto - something you’ve always wanted to try, or finally complete, The Endeavour exists to help make it possible.

In 2026, up to four endeavours will be supported, each receiving up to £20,000 in funding, alongside expert nutritional guidance, Ancient + Brave products, and support from a dedicated team and community. 

So how about it, adventurer? Calling forward; 

The woman with unfinished business.
The one ready for a comeback.
The one who knows there’s something more waiting for her.

Take the first step and reach out. 

FAQs

What is The Endeavour?

The Endeavour is Ancient + Brave’s bravery initiative designed to support women pursuing meaningful personal challenges through funding, nutritional guidance and community support.

Who can apply to The Endeavour?

Women aged 30+ with a personal endeavour they want to pursue in 2026. 

How do I apply to The Endeavour?

Applicants complete a short form and submit a 90-second video explaining their idea, why it matters, what’s been holding them back and how support would help.

When do applications to The Endeavour close?

Applications open on 21st January 2026 and close at 23:59 (UK time) on 17th February 2026.