AIBF Business Talk

Episode 212: Don’t Ring the Bell: Inside The Unit Challenge

Listen Later

“It’s probably 70, 80% psychological.”

In this episode of AIBF Business Talk, AIBF Co-CEO Elaine Carroll sits down with Christopher McCormack and Ronan Berry, the team behind The Unit Challenge.


It’s built by former Irish Special Forces.

And it’s designed to sharpen discipline, build resilience, and show how people really operate under pressure.

You’ll hear how it grew from an individual “Scratch” concept into something teams kept asking for.

Plus the moment nobody forgets. The bell. If you drop out, you ring it. “Nobody has yet.”

Highlights
  • What it is: a challenge inspired by military selection, adapted for real people and real teams.

  • Three pathways: Individuals, Teams, and Juniors.
    •  
  • Scratch for individuals: built for people chasing “the next challenge” and looking for something beyond fitness.

  • Team impact: it forces communication, planning, and “how do we respond when the chips are down?”

  • The bell moment: adults avoid it. kids sprint to ring it. That contrast says a lot.

  • Simple habit advice: start tiny. five minutes. build the discipline muscle daily.

  • How to learn more: website details and direct contact are shared in the episode.
    • 🎧 Listen now on AIBF Business Talk :
    ...more
    View all episodesView all episodes
    Download on the App Store
    AIBF Business TalkBy All-Ireland Business Foundation