Worldwide Projects and Events.

World class solutions for those who want to inspire greatness

ENGINEERED SUCCESS

Records are Made to Be Broken

Overcome Labs has executed world-class ultra endurance cycling projects including continent-crossing rides, coast-to-coast records, desert ultra challenges, and multi-day elevation feats, all delivered with precision and captured for global audiences.

Thailand National Cycling Tourism Initiative

A nation-long endurance and storytelling project delivered in partnership with the
Tourism Authority of Thailand and Thai Airways, designed to position Thailand as a
world-class cycling destination.
The project traversed key regions across the country, combining long-form endurance
riding with high-end media production, community engagement, and collaboration with
local tourism bodies. Beyond global exposure, the initiative worked at ground
level—engaging regional stakeholders, highlighting under-represented destinations, and
demonstrating how cycling tourism can be used as a sustainable economic and cultural
driver.
The campaign generated international visibility, strengthened Thailand’s cycling tourism
narrative, and contributed to the long-term development of the region’s adventure tourism
ecosystem.

Taiwan: World-First Cycling Activation

A national cycling activation delivered in partnership with the Taiwan Tourism
Administration, centred around a world-first endurance project designed to inspire
participation, ambition, and self-belief.
The campaign blended large-scale public interaction with storytelling and challenge-
based engagement, reaching hundreds of local riders and communities. Rather than
focusing purely on elite performance, the project invited people at all levels to engage,
challenge themselves, and re-frame what they believed was possible.
The initiative strengthened Taiwan’s reputation as one of the world’s most cycle-friendly
nations while embedding cycling as a platform for personal growth and community
connection.

Garuda Indonesia – Cycling Executive Program

A landmark international cycling exchange delivered in partnership with Garuda
Indonesia and Tourism Western Australia, involving the chartering of two private aircraft
and the mobilisation of 150 Indonesian cyclists to Perth.
The program delivered a two-day intensive cycling and cultural experience, attended by
government officials, senior military representatives, and airline leadership, including the
CEO of Garuda Indonesia. Designed as both a diplomatic and tourism initiative, the
project demonstrated the power of sport-led experiences to drive international visitation
and long-term tourism relationships.
The initiative directly contributed to sustained growth in cycling tourism between
Indonesia and Western Australia.

The Outride Rally – USA Cycling Initiative

A multi-day endurance and community activation delivered in partnership with
Specialized Bicycle Components—the world’s largest cycling brand—and Outride, a
leading non-profit dedicated to improving youth mental, social, and cognitive health
through movement.
The rally travelled north from Monterey to Windsor, passing through San Francisco, and
was designed as a moving platform for community engagement rather than a singular
endurance event. Along the route, a series of structured activations brought together local
communities, educators, and leaders to highlight the measurable benefits of physical
activity on emotional regulation, cognitive development, and social connection.
The initiative was supported by staff from both Specialized and Outride, with senior
leadership actively participating—including the CEO of Specialized Bicycle Components
and a commanding officer from the United States Marine Corps. The project received
national media coverage and delivered tangible, measurable community impact,
reinforcing movement as a powerful tool for public health, leadership development, and
social resilience.

FEATURED WORLD RECORD PROJECT:

Munda Biddi Dreaming – Youth Engagement Project

A world-record attempt along the Munda Biddi Trail—the longest continuous off-road
cycling trail in the world—designed to elevate Australian outdoor infrastructure on a
global stage.
The project extended far beyond the record itself. Along the route, presentations were
delivered to remote schools, using the journey as a framework to discuss goal-setting,
resilience, and the importance of dreaming big. The initiative combined endurance
performance, education, and storytelling to create lasting community impact.
The project generated international exposure and delivered an estimated local media
value exceeding AUD $100,000, while reinforcing the Munda Biddi Trail as a globally
significant adventure asset.

BUILD YOUR LEADERSHIP ENGINE

Leadership Coaching & Accelerators

Overcome Labs’ Ultra Human Program is a complete leadership system that fuses Special Forces discipline, world-record endurance insight from Jack Thompson, and evidence-based habit design into daily practices that build calm under pressure, ruthless clarity, resilient teams, and sustainable peak output, all tracked with clear KPIs and delivered through live coaching, applied challenges, and simple tools leaders actually use.

LEADERSHIP PROGRAMS - CREATING ULTRA HUMANS

Overcome Labs 'Going Ultra' Program is a complete leadership system for founders, executives, and high-stakes teams that builds calm under pressure, clear decision making, and sustainable elite output. Led directly by Overcome founders Andrew Williams and Jack Thompson.

ELITE 1-1 COACHING

Work directly with Andrew Williams and Jack Thompson to build a precision operating system for your life and business. We combine elite strategy, daily execution, and ruthless accountability so you think clearly, act faster, and sustain peak performance without burning out.

9 World Records & Counting

Fastest ride across Japan, south to north: 5 days 00 hours 17 minutes (2024)
Munda Biddi Trail FKT, 1,067 km: 2 days 12 hours 15 minutes (2023)
Most kilometres ridden unsupported in one week: 3,505 km (2020)
Most Everests in a calendar year: 52 Everests (2022)
Most vertical elevation climbed by bicycle in a year: 1,000,000 metres (2022)
Portugal south to north route record, 715 km with around 10,200 m: 24 hours 11 minutes (2021)
Fastest completion of the full Tour de France route: 10 days, arriving in Paris ahead of the peloton (2021)
Grand Tours Everesting Project: three Everestings in three countries in three days, first known (2019)
Taiwan KOM x4 non-stop: 720 km and about 13,600 m in roughly 56 hours, first known continuous 4× ascent (2018)