 He used the publicity from this to launch his North Pole Marathon venture, offering runners an adventure tourism experience, with the 2018 event costing €16,000.Between 30 January and 5 February 2009, Donovan claimed a worlds best for running seven marathons, on seven different continents, in fewer than seven days.Starting 1 February 2012 he improved on this by completing the 7 on 7 in under 120 hours.