A Story about what’s possible.
One woman. 100 marathons. 100 days.
4,200km across Pakistan & India. Retracing a colonial line and running for a better future
What becomes possible when we believe in progress, together?
Project Salt Run is a story about what becomes possible when a small group of people choose to act with purpose.
In October 2025, Hannah Cox, a first-time ultrarunner and purpose-led entrepreneur will be the first person to run 100 marathons in 100 days along the Inland Customs Line, a forgotten colonial boundary stretching 4,200km across India and Pakistan.
This historic route once enforced a devastating salt tax. Now, it's being reimagined as a path toward connection and change.
Project Salt Run isn’t just a run, it’s a platform to inspire action and show how businesses and individuals can work together to build a more equitable, sustainable future.
Because when we believe in better and act on it, real change becomes possible.
“I’m not afraid to fail, because the future is built by those who show up.”
Hannah Cox is a 41-year-old purpose-led entrepreneur who, until last year, had never run a marathon.
She’s the founder of the Better Business Network and the Better Business Summit and one of just three UK companies to formally put Nature on the Board.
Her search for purpose and cultural identity led her back to her father’s birthplace in India and sparked a ten-year journey uncovering a forgotten 4,030+ km hedge, once part of the Inland Customs Line built by the East India Company to control trade and extract resources.
That journey has led her to Project Salt Run.
Hannah is not a professional athlete. She started running in 2024 with no background in endurance sports. But what she does have is belief. That movement can be a message, and that stories rooted in purpose can create real change.
This is not about perfection. It’s about showing up, step by step, and inviting others to do the same.
Hannah is running not to break records, but to start conversations, spark connection, and prove that ordinary people can do extraordinary things when they act with intention.
This is her journey and it’s just the beginning.
More than a Run
A Personal Challenge
A human story of a normal person running 100 marathons in 100 days across India. Despite scoliosis and no running background just a year ago.
A Mission
A unique opportunity to revisit a forgotten chapter of history and use it to tell a powerful, hopeful story about progress, purpose and what business can do for people and planet.
An Impact Legacy
Creating long-term change by supporting the people, businesses, and ideas building a better future.
This campaign aims to raise £1 million for 1% for the Planet, helping fund high-impact environmental solutions and planet-first initiatives across India and beyond.