Adrian Hayes – The Pursuit of Excellence or the Pursuit of Attention?
Veteran British adventurer and long-term UAE resident Adrian Hayes is embarking on his second attempt to summit the world’s third-highest mountain, Mount Kanchenjunga (8,586m). Situated in the Himalayas on Nepal’s eastern border with Sikkim, India, the mountain is a formidable challenge even for seasoned climbers.
Adrian, a former British Army Gurkha officer fluent in Nepali, has a deep-rooted connection with Nepal and high-altitude mountaineering. His adventurous resume includes summiting Everest and K2, trekking to both the North and South Poles, skiing the length of Greenland, and crossing the Arabian Desert by camel. Along the way, he has earned two Guinness World Records, authored two books, and featured in three documentaries to date.
“Kanchenjunga is little known but is a monumental challenge,” says Adrian. “It is huge, steep, and technical, with the longest Base Camp to summit elevation of any mountain on Earth.” His first attempt in 2024 was cut short due to poor conditions, insufficient resources, and errors in judgment. A successful summit would place him among the few who have climbed the three highest mountains on Earth.
The Drive Behind Extreme Adventures
Beyond the physical challenge, Adrian, a professional leadership and executive coach for 18 years, finds deeper meaning in his pursuits. “Having been adventuring since the age of 17, before, during, and after my Army service, it is fascinating to observe the changes in motivations today,” he reflects.
After stepping away from expeditionary work in 2017 to raise his teenage daughter, Adrian returned to the Himalayas two years ago. His insights into human motivation have only deepened since.
“We take on these challenges primarily for one reason: the basic human need for significance,” he explains. “Many adventurers claim they climb to inspire others or to raise awareness for global causes or charities, but these are usually secondary motives. At the core, we do these things for our own significance.”
The Impact of Social Media
Adrian believes that the pursuit of significance has been radically reshaped by social media. “Until recently, people found significance through their work, family, and personal achievements. With the advent of smartphones and social media, this has changed dramatically,” he says.
“Social media has shifted the focus from internal significance to external validation,” Adrian continues. “Where adventurers once sought excellence, experience, and personal enlightenment, many now chase likes, followers, recognition, and accolades.”
According to Adrian, the adventure world has increasingly become a race for “records”—firsts based on nationality, gender, physical conditions, and other niche categories, particularly longest, fastest, most, hardest or youngest. “Many of these records are meaningless, driven by the need for recognition rather than genuine achievement,” he warns.
The Consequences of External Validation
When asked whether this shift matters, Adrian is unequivocal. “Social media creates an unreal world,” he states. “If you’re talented, attractive, or wealthy, you might achieve fleeting recognition. But for those who aren’t, it often leads to diminished self-worth.”
He points to the rise of social media use since 2010 and its correlation with increasing rates of teenage anxiety, depression, and suicide. “This isn’t just correlation—it’s causation,” he asserts, suggesting that the global mental health crisis is directly tied to social media use.
True Achievement and Fulfillment
Adrian distinguishes between different motivations for reaching the top in any field. “People achieve success through various drives: attention and recognition, power and control, money, or the genuine pursuit of excellence,” he says. “Only the last one brings lasting fulfilment.”
For him, the Japanese concept of Kaizen (continuous personal development) is what fuels his return to the Himalayas. “It’s about experiences, growth, and enlightenment,” he says.
Despite his critiques of social media, Adrian acknowledges its role in modern expedition funding. “In 2024, I spent seven blissful weeks without social media,” he shares. “This year, I’ll post some updates due to sponsorship requirements and my business. But ultimately, I’m climbing for the same reason I started at 17—for myself.”
Adrian is an internationally acclaimed thought leader, extreme adventurer, speaker, consultant, coach, author, documentary presenter, and social commentator.
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