When most people think about business growth, they picture boardrooms, strategy decks and digital dashboards. But for eCommerce consultant and agency founder Myk Baxter, growth recently took a far more literal form 4,167 metres high, to be exact.
Last week, Myk embarked on The CEO Adventurer’s Leadership & Resilience Expedition to Mount Toubkal, North Africa’s highest peak. The challenge wasn’t just physical, it was an exploration of endurance, leadership and mindset under pressure.
Myk’s journey began before he even reached Morocco. Travelling from Darlington to Manchester Airport a day earlier due to train cancellations, he found himself helping strangers, sharing stories and realising that leadership often starts in the most unexpected moments.
“Sometimes the detour becomes the real start of the journey,” Myk later reflected a line that perfectly set the tone for the days to come.
Landing in Marrakesh, Myk joined an inspiring group of business leaders, adventurers and changemakers. Duties were assigned, journals handed out and one unique challenge was set: Myk would deliver a keynote speech on the importance of a great website not in a seminar room but 3,200 metres up a mountain.
It was a reminder that communication, leadership and purpose shouldn’t be confined to familiar environments.
From the village of Imlil, the group hiked to Refuge Toubkal, a mountain lodge sitting 3,207 metres above sea level. It was here that the altitude began to bite. The air was thinner, the paths steeper and sleep harder to come by.
Yet, surrounded by people from all over the world: Australia, Poland, Italy, Canada and beyond Myk found the kind of camaraderie that only extreme conditions can forge.
As he put it: “Growth begins the moment comfort ends.”
The group rose at 2:45 a.m. to begin their summit push. The air was freezing and every breath felt heavier. Myk’s gloves couldn’t stop his hands turning blue but the determination to reach the top never wavered.
“It was, without question, the hardest thing I’ve ever done,” Myk said. “But it’s in those moments of struggle that you realise how capable you truly are.”
Along the way, the group passed others forced to turn back through exhaustion or injury. For Myk, it became a lesson in leadership to encourage and support others while keeping his own momentum.
Reaching the summit of Mount Toubkal was emotional. The view stretched endlessly across Morocco, a breathtaking reminder that success in both business and life is earned through persistence, humility and faith in the process.
And even at 4,000 metres, business was happening. Conversations flowed between leaders, collaborations were born and new partnerships formed. Proof that opportunity often lives outside comfort zones.
If the ascent tested endurance, the descent tested resilience. Every muscle ached and every step demanded focus. Yet the slower pace gave time for reflection.
“When the body is tired, the truth speaks louder,” Myk said. “That’s when you hear what really matters.”
That evening, as the team gathered back in the village, the sense of achievement was palpable not because of medals or milestones but because of the shared journey.
After days in the mountains, returning to Marrakesh was almost surreal. The noise, colour and civilisation felt overwhelming. But it was over a simple meal in the city that Myk’s biggest realisation struck.
“What we’d achieved wasn’t just physical. It was emotional, mental and deeply human,” he said. “We’d lived as a team, led when needed and learned when to follow.”
It wasn’t about the climb, it was about the connection.
Back in civilisation, Myk reunited with his dad and friend Tim, enjoying some well earned downtime with the now famous Chloe the Camel under the Moroccan sun.
Rested, reflective and grateful, Myk summed up the journey best himself:
“This experience reminded me that leadership isn’t a badge, it’s a mindset. It’s patience when things go wrong, strength when you want to quit and empathy when others struggle.”
Total Steps: 116,462
Distance Covered: 45 miles (72 km)
Elevation Climbed: 14,196 ft (4,325 m)
Descent: 8,488 ft (2,587 m)
Calories Burnt: 4,121 (average per day)
Average Sleep: 6.5 hours
Average Heart Rate: 88 bpm
For Myk, the Mount Toubkal expedition wasn’t just another achievement, it was a recalibration. The lessons learned in the Atlas Mountains will undoubtedly influence his work at Myk Baxter Marketing and eCommerce Xpert, where resilience, clarity and leadership are as vital in business as they are at altitude.
And for anyone ready to push their own limits, Myk’s advice is simple:
“If you get the chance to do something like this, take it. You’ll come back changed.”
To learn more about The CEO Adventurer and how you can experience a life changing leadership challenge of your own, reach out to John Beamson at The CEO Adventure.
Thanks for reading,
Myk Baxter,
eCommerce & Digital Marketing Expert
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