UK’s fittest man Zack George and CrossFit’s Jay Younger team up with ACTIPH Water founder and 15x Guinness World Record Holder to supercharge hydration

UK chronically dehydrated with 90% of Brits not drinking enough water

• Obesity is rising year on year with UK having 3rd highest levels in Europe

• Dehydration costs NHS more than $1 billion per year, more than breast or lung cancer.

• Zack, Jamie and Jay are on a mission to solve the UK’s dehydration problem

ACTIPH Water, the UK’s first Alkaline Ionised water brand, has announced that its founder and 15-time Guinness World Record holder, Jamie Douglas-Hamilton, is teaming up with Zack George, the UK’s fittest man, and CrossFit athlete Jay Younger on a mission to supercharge hydration in the UK.

A recent research study by ACTIPH Water revealed that 90% of Brits fail to drink the recommended daily amount of water, with 1 in 10 consuming no water at all and 20% drinking over a litre of coffee per day.

Jamie Douglas-Hamilton says “Not only are we chronically dehydrated as a nation, but we are drinking highly acidic, high sugar, artificial drinks and not drinking what we need most.

“Water is the forgotten nutrient that is more essential for health than any other. There is not a single cellular function in the body that does not requires water.

“The human body is 70% water, our blood is 92% water, our muscles and kidneys are 80% water and our brains and heart are 73% water, even our skin is 64% water yet British consumers choose energy drinks and carbonated soft drinks over water and this is why Britain is one of the most dehydrated and obese countries in Europe”

In 2023, 64% of adults aged 18 years or over in Britain were estimated to be overweight or living with obesity. According to a 2022 World Health Organisation (WHO) report, the UK has the third highest rate of obesity among adults in Europe and hydration choices are a major contributor.

Zack, Jamie and Jay are taking on the beverage giants in an attempt to improve the health of the nation.

Zack George, is one of the world’s top CrossFit athletes and named UK’s fittest man after winning UK CrossFit challenge in 2020 has become a major household name after appearing in one of BBCTV’s prime-time Saturday night entertainment programme has launched a health and fitness campaign across primary and secondary schools with the aim of engaging them to be the healthiest they can be.

Zack said; “Statistics show that one in five children leaving primary schools in the UK is obese. Less than one-third of children take part in the recommended levels of activity for their age.

“I will be running workshops in schools across the country on health, hydration and mindset and how I overcame all odds through fitness to achieve the impossible and want this story to inspire kids to take charge of their own health and achieve great things.”

“Hydration is at the centre of this and ACTIPH allows me to perform at my best like no other water and this is why I feel so passionate about this brand and our mission. Each child who takes part in the workshop will receive one as part of the emphasis on hydration.”

Helping ACTIPH to rehydrate the nation, Jay Younger, a former Scottish international athlete in the 400m, who won the National Fitness Games with his team in 2022 trains seven days per week while working at a fast-paced finance company has found ACTIPH water is making a significant difference to his focus in the gym and the office.

Jay said; "As someone who only drinks water and milk, I understand the importance of staying hydrated. ACTIPH’s alkaline ionised water isn't just water—it's the ultimate fuel for crushing workouts. Coming on board the ACTIPH team means I can use my platform to inspire others to change their hydration habits.”

ACTIPH Water was founded by 15x Guinness World Record Holder Jamie Douglas-Hamilton who discovered its benefits during a eureka moment after setting off on a 5,000 mile row from Australia to Africa.

Due to the high volume of desalinated water the crew were drinking, they would often hallucinate or even lose consciousness as the purified water, lacking in minerals, flushed vital electrolytes out of their bodies.

This all changed when one crew member mixed sea water with fresh water. The replenishing effect was so profound that the crew mixed every second bottle of drinking water with one quarter salt water, increasing their power in the water and was instrumental to breaking 2 Guinness World Records for the longest and fastest row in the Indian Ocean.

This is when Jamie realised the impact hydration makes to performance and conducted extensive global research to find the most effective hydration solution. It was in Japan that he discovered alkaline ionised water which was approved by the ministry of health in the 1960’s for its myriad of health benefits.

Jamies says “Consumers kept telling us they like the way alkaline ionised water makes them feel and is especially popular with athletes and those suffering from reflux.”

Jamie endeavoured to bring the innovative product to the European market and launched ACTIPH in 2017.

TESCO was so impressed with their plans that it took ACTIPH on as part of its Incubator Programme, offering the company mentoring and business insight and helping them grow. Christina Birdstrip, TESCO Incubator Programme Manager said;

“When ACTIPH came to us five years ago we saw the potential for them to quickly develop and also challenge the existing products in the functional water market. Its often the small entrepreneurial brands, like ACTIPH, who have the really great innovative ideas and its great to not only offer them business advice but also watch them grow into market leaders.”

From an idea on the ocean ACTIPH is today selling in 25 countries and the market leader of the alkaline water category in Europe.

This summer ACTIPH Water partnered with Marvel Studios for the highly anticipated release of Deadpool & Wolverine currently now in cinemas. To celebrate the new blockbuster, ACTIPH launched limited-edition designs and supported with a major integrated advertising campaign.

The film has surpassed $1 billion at the Global Box Office, and ACTIPH continue to see high demand for these bottles.

Healthy hydration is the missing ingredient in the UK diet and Zack, Jamie, Jay are taking on the sugary carbonated soft drink giants to improve consumers lives and make them more active.