Four-time Olympic champion Sir Mo Farah today took on an unprecedented role at the TCS London Marathon, not chasing a podium finish, but joining runners on the course to help them through the race’s most punishing stretch.
While the London Marathon is seen as one of the ultimate tests of human endurance, the mental battle is often the invisible challenge, with fatigue, isolation and self-doubt typically peaking in the final miles. In a first for the event, this year, Sir Mo Farah entered the course at mile 24 along the Embankment, widely regarded as the point where runners hit “the wall”.
In partnership with Buxton Natural Mineral Water and national mental health charity Mind, the initiative forms part of the year-long ‘Sweat and Tears’ collaboration designed to spotlight the role of connection, hydration, and movement in supporting mental wellbeing*.
Sir Mo Farah ran alongside some of Buxton’s ‘Sweat and Tears Runners’ as they took on the ultimate test of resilience, with research showing peer support can play an important role in improving mental health and self-belief**. Fundraising in support of Mind, the marathon runners were joined by Mo, who offered encouragement, conversation, and a visible reminder that endurance is as much mental as it is physical.
Among the runners was Jordan Adams, co-founder of The FTD Brothers. After losing his mother to early-onset Frontotemporal Dementia (FTD) in 2016, Jordan discovered he also carried the same genetic mutation and is likely to develop symptoms in his 40s. Running this year’s London Marathon with Buxton in support of Mind, Jordan completed the race carrying a fridge on his back to symbolise not only the weight of his diagnosis, but a wider message: that everyone carries something, but no one has to carry it alone.
Last year’s ‘Side-by-Side’ initiative saw family and loved ones supporting the London Marathon runners at the critical mile 24 stage. This year, they were joined by Sir Mo Farah, not as an elite competitor, but as a teammate stepping in to offer his expertise and bringing to life Mind’s ‘Side by Side’ peer platform. Supported by funds raised over the past three years, the 24/7 online community is now used by more than 100,000 people as a space to share experiences, support one another, and feel less alone in difficult moments.
Sir Mo Farah says: “Running a marathon pushes you to your limits, not just physically but mentally too. We all hit that point where the head tells the legs to stop, but that is exactly when you have to dig deep. Everyone’s always got more than they think they’ve got, whether it’s one more step, or one more mile.
As an elite athlete, I’ve always had a team pushing me and a crowd cheering me on. But for many, it can feel like a lonely battle. I’m proud to be back on this course with Buxton and Mind to show that no one should have to face their challenges alone. Sometimes a few words of encouragement or a simple moment of connection makes all the difference.”
Warren Plaskett, head of marketing, Nestlé Waters & Premium Beverages UK, says: “The TCS London Marathon is an inspiration to the whole nation, and at Buxton we’re beyond proud to be partnering ‘Side by Side’ with Mind and Sir Mo Farah at this year’s event to champion movement, hydration and mental wellbeing – as well as raising awareness of the Side by Side peer support platform.’’
Emma Ackerman, executive director of income generation, Mind, says: “The London Marathon is a powerful reminder of what people can push through, but no one should have to struggle alone. By showing up at such a tough point in the race, Sir Mo Farah brings Mind’s ‘Side by Side’ community to life in a really tangible way. Just as he’s there for runners when they need it most, our online community is there for people in life’s harder moments, offering a safe space to share, listen, and feel less alone.”
Alongside the initiative, Buxton continues its role as the long-term Official Water Supplier of the TCS London Marathon, providing hydration to more than 50,000 runners across 10 water stations along the route.
Since 2023, Buxton and Mind have been on a shared mission to support the nation’s ‘Sweat and Tears’, aiming to reach more than one million people through events and services by 2026. As part of its ongoing commitment, Buxton is donating £500,000 over three years to Mind, helping significantly increase access to vital mental health support services across the UK.
The partnership between Sir Mo Farah, Buxton and Mind will continue across the year, including a third campaign set to launch this summer.
To learn more about ‘Side by Side’, visit: www.sidebyside.mind.org.uk
To learn more about the “Sweat and Tears” mission and access supportive resources including key exercise and hydration tips, visit: https://www.buxtonwa
