Adam Collard - Recruit Number 8
Category: Press Pack ArticleAdam Collard is best known for making Love Island history as the first contestant to appear on the series twice, in 2018 and 2022. With over 1.1 million followers on Instagram, Adam has become a familiar face on British television, also starring in Celebs Go Dating (2023).
Beyond reality TV, Adam is a successful online fitness coach and entrepreneur. He owns two gyms in the Northeast of England – in Newcastle and Northumberland – and continues to grow his influence in the health and wellness space. In 2023, he completed the demanding ‘Triple Threat’ Ironman challenge in memory of his late grandmother, raising money for Marie Curie.
Growing up, Adam faced personal and family challenges, including estrangement from his mother in his teenage years – a dynamic he has openly addressed in past television appearances.
Adam credits fitness with transforming his life after struggling with self-image and confidence in his youth. That personal journey has shaped his drive and discipline, both in business and in his approach to public life. While he initially gained a reputation as a reality TV lothario, Adam has recently shown a new, more grounded side – speaking candidly about mental health, past traumas, and his desire to grow beyond the persona built in the public eye.
Why did you sign up to Celebrity SAS: Who Dares Wins?
I've done reality TV in terms of dating shows, and as someone who is in the fitness industry and likes physical challenges, I’ve taken part in all these sort of physical endeavours. So this has been the dream. Funnily enough, I always said I wouldn't even do the celebrity version, I would have done the civilian version. It was kind of a dream for me. I'll be honest, I've watched more SAS: Who Dares Wins than I have Love Island or Celebs Go Dating and I've been on both of those. I genuinely am a fan of it. I just love it.
What did you hope to get out of the experience?
The main thing that my agent, my partner and my family said, was, “we're really excited for you to show the other side of you that isn't completely stereotyped in all the dating shows you’ve done.”
Did you do any preparation for the course?
I've got to be honest, I was actually a little bit injured. I would say that I was a bit scared that I wasn't at my best, that was a bit of a worry for me. I had electrotherapy on my knee the day before. I went in with a physio in London to really try and give us one more shot. But, thankfully, I still have a very good base level of fitness I could rely on.
Did you bond with any of the other recruits?
One of the best friendships that I built on that show was with Lucy Spraggan and Bimini, believe it or not. And if I'm honest, and I'm going to be careful how I say this, but there's not as much LGBTQ+ community up north. And I feel, personally, we're 10 years behind what's in London. So for me, having that experience and that education being with them on the course, and learning about their world alone was beneficial to me. When else would I get put in an environment where I would meet those two people and become friends with them?
Do you think you learned anything from the DS?
Loads. I think it's humbling, in a good way. Also, it’s been a while since I worked in a team at a level like that and it was nice. I’d missed it, to be honest. I came away from it and I really enjoyed the process of putting my body to the test and my mind too. They make you learn how you need to think about what comes out your mouth more and what you do action wise.
When it came to the challenges were you more excited for the physical or mental tests?
On a personal level, I wanted to test myself mentally. I had a lot of stuff going on before I went on Celebrity SAS: Who Dares Wins, and I've got to be honest but credit to the show, I actually think it had the most positive impact on my mental health.
How would you sum up your SAS experience?
It's even better than my expectations. If I could do everything again, I would. I think it's absolutely life changing. I would recommend it to anyone who gets the chance. I think Laura (partner) would be good. I've told her I think she would be good, but she said she would never do it after hearing what I’ve been through!