In a world increasingly recognizing the critical importance of mental well-being, Luke Ambler and Jonny Mason have transformed the grueling challenge of Ironman competitions into a powerful platform for mental health advocacy. Their “Mission Possible” campaign, intertwined with the impactful work of Andy’s Man Club, demonstrates how extreme endurance sports can be a catalyst for crucial conversations, community building, and personal transformation in the face of mental health struggles.
At its core, their initiative is about showcasing that ordinary individuals can achieve extraordinary feats, all while spotlighting the profound need for mental health support, particularly for men.
The Genesis of a Movement: Andy’s Man Club
The roots of this mental health movement lie in a deeply personal tragedy for Luke Ambler. In 2016, his brother-in-law, Andy Roberts, tragically took his own life at the age of 23. This devastating loss propelled Ambler and his mother-in-law, Elaine, to found Andy’s Man Club. They discovered that suicide was the leading cause of death in men under 50 in the UK and that a significant stigma prevented men from discussing their mental health openly.
Andy’s Man Club was established with a clear mission: to prevent male suicide and dismantle the stigma surrounding men’s mental health. The charity operates by coordinating weekly peer-to-peer support groups for men across the UK, offering a safe space for them to talk, share, and realize they are not alone. The organization’s powerful slogan, “It’s okay to talk,” encapsulates its core message. From humble beginnings with nine men at its first meeting in Halifax, Andy’s Man Club has grown significantly, now supporting over 6,000 men weekly across more than 240 groups throughout the UK.
The Role of Endurance Sports in Personal Healing
Both Luke Ambler and Jonny Mason found solace and purpose in endurance sports, particularly Ironman. Luke, a former professional rugby player, has long recognized the positive impact of physical activity on his mental health, using it to cope with personal challenges such as bullying, family separation, and his mother’s traumatic brain injury. When his rugby career ended, his mental health suffered again, highlighting the importance of having a purpose.
Jonny Mason, a close friend of Luke’s and a passionate triathlete, also experienced the healing power of endurance sports after losing loved ones to suicide. He emphasizes that through their journey, they hope to inspire others to pursue their own “possible” and to amplify the message of Andy’s Man Club: “It’s okay to talk!”
Mission Possible: Challenging Limits, Inspiring Conversation
In 2025, Luke Ambler and Jonny Mason embarked on their “Mission Possible” campaign, setting out to complete five UK Ironman events in a single season. This audacious challenge quickly gained momentum, evolving into something even more extraordinary when Ironman offered them ambassador slots at the Ironman World Championship in Nice, France, and another full Ironman in Wales, resulting in two full Ironman races within seven days in some of the circuit’s toughest locations.
Beyond Medals: The ‘Why’ Behind the Race
For Ambler and Mason, “Mission Possible” is not about personal glory or medals. It’s a strategic effort to use the demanding stage of Ironman to demonstrate that ordinary people can undertake extraordinary challenges, all while raising crucial awareness for Andy’s Man Club. Their tenaciousness is driven by a deep “why”—to shine a spotlight on the issues surrounding male suicide, which remains a leading cause of death in men under 50.
The campaign encourages individuals to find their own “possible,” whether it’s tackling a marathon, an Ironman, or simply taking on their mental health by establishing a morning routine or engaging in local community activities. The message is clear: You don’t need to be an elite athlete to get involved; the goal is to inspire men to speak up, realize they are not alone, and make positive changes in their lives.
The Broader Impact
Through their Ironman endeavors, Luke Ambler and Jonny Mason are not only challenging themselves physically and mentally but also building a caring community and actively working to prevent further tragedy. Their efforts underscore the belief that being active is a powerful tool for clarity and mental well-being. By taking on these races in front of a worldwide audience, they are effectively carrying the message of Andy’s Man Club further than ever before, inspiring countless men to embrace the idea that “It’s okay to talk.”
