The brief: Men's Health magazine approached Detail in late 2006 and asked us to pitch for the running of a brand new urban based running property. Detail responded, won the pitch and embarked on a series of event feasibilities which led us to Nottingham and to the inaugural Land Rover Men's Health Survival of the Fittest. We were so taken with the proposed format in fact that we engineered a special joint venture package for Men's Health where both organisations share in both risk and return. We put our money where our mouth is on a year one event in order for us all to buy into each others' competencies and for us all to reap the rewards from a job well done. On the 11th October 2008 a sell-out inaugural “Survival” event romped through the city to widespread acclaim. Entries for the 2009 event will open in April and the English event will be joined by Welsh and Scottish cousins too, all planned for consecutive weekends in October 2009. Onl y the Fittest will Survive.