As the new year unfolds, a rigorous fitness challenge is once again commanding attention across social media platforms in the UK. The '75 Hard' challenge, along with its popular variations '75 Soft' and '75 Medium', is currently leading the viral charge on TikTok, amassing millions of views.
What is the 75 Hard Challenge?
The trend recently gained a high-profile endorsement when television presenter Paddy McGuinness showcased his impressive 75-day transformation to his two million Instagram followers on Saturday, 10 January 2026. The 52-year-old, who began the regimen in September, praised the programme for demonstrating what can be achieved "if you have the willpower".
Despite its current virality, the 75 Hard challenge is not a new concept. It was originally devised by entrepreneur Andy Frisella in 2019. The programme demands strict adherence to a set of daily rules for 75 consecutive days, with the penalty for missing any single task being a full restart from day one.
The core daily mandates include:
- Completing two separate 45-minute workouts, one of which must be conducted outdoors.
- Drinking a gallon (approximately 4.5 litres) of water.
- Reading 10 pages of a non-fiction book.
- Following a specific diet with absolutely no 'cheat meals'.
- Taking a daily progress photo.
Many participants also choose to incorporate additional personal rules, such as abstaining from alcohol or maintaining a daily journal.
The Psychology Behind the Viral Trend
Fitness and wellness expert Penny Weston, director of the MADE wellness centre, acknowledges the potential benefits. "These types of challenges can be a great way to build healthy habits that you can implement into your routine even after the challenge has been completed," she notes.
Author Emily Austen explains the appeal through the lens of the 'fresh start effect'. This psychological phenomenon suggests people are more motivated to pursue goals after a significant temporal landmark, like a new year, which provides a sense of renewal. Weston adds that having a fixed end date, rather than a vague fitness target, can make the intense programme feel more manageable and boost motivation.
The challenge is heavily promoted as a tool for building mental resilience and a tougher mindset. For those attempting it, Austen advises tailoring the routine to personal energy levels and reframing the language from "I have to go" to "I get to go". She also cautions against comparing one's journey to social media influencers with vastly different schedules and resources.
Expert Warnings and Sustainable Alternatives
However, not all experts are convinced. Counsellor and eating disorder specialist Ruth Micallef criticises the trend for pushing people to work against their bodies in an unsustainable and non-intuitive way. "Our bodies are in no way machines, and have very different needs day-to-day," she states, advocating for compassionate and sustainable habit formation instead.
GP Dr Jeff Foster highlights that some rules, like consuming a gallon of water daily, would never be medically advised. His recommendation is to find a physical activity you genuinely enjoy, as long-term sustainability is key to lasting health rewards.
For those seeking a less extreme path this January, experts suggest alternatives like the '1 Percent Rule'. This concept focuses on improving by just one per cent each day, leading to significant compounded growth over a year. Research supports that small, incremental habit changes are more likely to result in durable, long-term success than intense, short-lived challenges.
