Former England striker Gary Lineker is said to be encountering significant obstacles in securing celebrity participants for his forthcoming ITV programme, The Box.
Multiple famous personalities are believed to have rejected invitations to join the show, which has gained a formidable reputation for its demanding nature.
The recruitment difficulties have emerged as the programme prepares for production, with potential contestants apparently intimidated by reports of the show’s challenging format.
Several celebrities have already declined participation, including one sports personality accustomed to rigorous physical demands.
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The reluctance stems from circulating descriptions of the programme as combining elements of military-style endurance challenges with jungle survival formats, creating apprehension among prospective participants about the level of difficulty involved.
However, it should be noted that The Box’s format differs greatly from that of Channel 4’s SAS: Who Dares Wins or other military-themed shows.
Industry insiders claim the casting team faces mounting challenges as word spreads about the programme’s intensity.
“Casting for The Box is under way but it sounds like a number of stars have turned it down as they don’t fancy how hard it sounds,” a source revealed to The Sun.
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The comparison with established endurance programmes appears particularly off-putting. “With I’m A Celeb, the Bushtucker Trials are awful but the pay-off is appearing on one of TV’s biggest shows,” the source explained.
The format involves transporting celebrities in yellow containers to undisclosed destinations, where they must complete various challenges upon release.
This element of uncertainty, combined with the physical demands, has deterred numerous potential participants from committing to the project.
Production representatives have moved to address concerns about the programme’s nature, emphasising its entertainment value rather than fear-based challenges.
“Unlike other shows, The Box isn’t about facing fears and phobias, it’s about stepping into the unknown,” a programme source stated.
The source described the challenges as “unexpected, fast-paced daring, comedic and mischievous” rather than frightening experiences. “When the boxes open they’ll be launched into a variety of” entertaining scenarios, they added.
Lineker himself remains optimistic about the project, expressing enthusiasm for his hosting role. “It’s going to be unpredictable and thrilling to watch, and I’m excited that I get to have a front row seat to all the action,” he said.
The programme originates from Norway, where it launched on TV2 in January and achieved remarkable viewing figures, with the finale attracting one-fifth of the nation’s population.
The format has already secured a second series commission in its home territory.
ITV executives remain confident about the show’s potential as a major Saturday evening attraction, particularly with Lineker’s involvement.
Katie Rawcliffe, ITV’s Director of Entertainment, Reality & Daytime Commissioning, described Lineker as “the perfect fit for The Box, an entertaining, exhilarating and immersive new format.”
Production company Twofour will film the UK version later this year, with transmission scheduled for 2026. The format sees contestants emerge from ten yellow containers to face various competitive challenges, culminating in weekly elimination duels.
ITV declined to comment when contacted by GB News about the reports.