Ioan Humphreys, a farmer from Carno in mid Wales, was dropped into an abandoned American town with no food, water, electricity or tools for a new television series launching this weekend. The 32-year-old arrived wearing only the clothes on his back, facing temperatures that plummeted to -12C during the challenge. According to 's press material, the series follows 14 ordinary people from the UK and Australia split into two rival groups competing for limited resources at a site typically used for military training.
Humphreys told a national broadcaster he had "zero idea" what he was getting into and received only a month's notice that he would be participating in a survival show. The experience bore little resemblance to his daily work managing livestock and staff at Felin Newydd Farm, where he raises sheep, beef cattle and free-range hens. He is known online as "That Welsh Farmer" and took over the family operation at age 20 when his father became ill.
Producers selected Humphreys specifically because of his farming background, recognising that agricultural experience might provide advantages in a survival scenario. The broader cast represents a cross-section of occupations, including a mechanic, paramedic and social media influencer, all tasked with discovering whether reverting to primitive human behaviour or cooperation would prove essential to enduring the challenge.
What skills did his farming background provide?
Humphreys's experience managing six staff members on his farm proved valuable, as he naturally assumed responsibility for looking after others in the group. He expressed confidence in his ability to start and maintain fires and approach problems resourcefully. "I thought a lot of it was common sense, but apparently not," he reflected. "I wanted to thrive more than survive."
However, the initial adrenaline of arrival quickly faded once the group confronted the harsh realities of their situation. With no power, running water or food supplies, survival priorities shifted rapidly. "As a practical person I was trying to prioritise comfort and warmth, mitigating hunger as much as possible," Humphreys explained, describing how the group focused on staying warm and dry while searching for sustenance.
How did the two groups interact?
It took four or five days before Humphreys's group discovered the rival team occupying the abandoned town. He could not disclose specific details of their encounter but acknowledged being "quite heavily involved in the contact." According to the programme description, this meeting sparked tensions as the two groups found themselves in direct conflict while competing for the same limited resources.
What did he learn from the experience?
One of the most significant lessons Humphreys took from the challenge concerned the importance of maintaining morale within a group facing extreme hardship. The experience also prompted deeper reflection on his priorities outside the competition. "What's the point in working forever and missing your children grow up?" he asked, noting that the survival ordeal made him reconsider how much time he dedicates to farm work relative to his two young children.
Humphreys also highlighted an unexpected advantage of the abandoned American town over his Welsh home. "There was more stuff in the Apocalypse than at my house, I think," he said, suggesting that the remnants of modern civilisation scattered throughout the site provided more resources than he typically has access to on his farm.
When does the series air?
According to 's announcement, Apocalypse premieres on Sunday 13 September 2026 at 9pm. The series comprises a 28-day survival challenge, meaning the outcome of the competition will unfold across multiple episodes as the two groups navigate their extended ordeal in the abandoned town.
Key Facts
- Ioan Humphreys, 32, from Carno, Wales, was selected for the show because of his farming background and experience managing staff
- Contestants were dropped into the abandoned town with no food, water, electricity, tools or advance preparation, facing temperatures as low as -12C
- The series features 14 people from the UK and Australia divided into two competing groups at a military training site
- The 28-day challenge tests whether primitive survival instincts or cooperation proves more valuable for enduring extreme conditions
- Apocalypse launches on on Sunday 13 September 2026 at 9pm
