• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
Athlete Media Group

Athlete Media Group

find your inspiration

  • Our Story
  • Manifesto
  • Athletes
  • Pioneers
  • Journal
  • Work
  • Contact
  • Join Us

THE HARD YARDS MATTER MOST | Jay-Marcus Rhoden-Stevens, 400m

10 December 2020 by

Rising start Jamal-Marcus Rhoden-Stevens is what you may call a late-bloomer. Though he is best known on the athletics circuit as a nippy 400m runner, he actually participated in several sports before taking up sprinting full time. For a while, Rhoden-Stevens played semi-professional football for Welling FC. He suddenly concluded his career in favour of athletics and become a competitive long jumper. However, it was the sprinting practice which he found the most enjoyable, so at the age of 18-going-on-19 he found his calling. Now, Rhoden-Stevens boasts a 46.54s 400m personal best.

More often than not, athletics stars begin their track career early on in their teenage years. Other famed 400m runners such as Martyn Rooney and Christine Ohuruogu competed as juniors, participating in events such as the London Youth Games, the European Junior Championships and the Junior World Championships, however this was not the case for Rhoden-Stevens. This is certainly not to say that he is any less prepared for success. 100m athlete Adam Gemili also began sprinting full-time at the age of 19, and has since gone on to win multiple international medals.

The decision to take a leap of faith into the unknown is an admirable move by Rhoden-Stevens, as there is never a guarantee that the move will pay off. Rhoden-Stevens considers this his mindset though: he is a self-proclaimed go-getter, glass-half-full kind of athlete. The question of how he will achieve greatness comes after his decision to fully pursue it.  Currently, Rhoden-Stevens is located at a warm weather training camp in Jamaica in order to gain new perspectives and get outside of the London bubble. His sudden decision to go to Jamaica was another one of Rhoden-Steven’s moves to push himself further: “I don’t think of how, I just think ‘I’m going to do this’. To people it’s a bit like ‘what is this guy talking about?’ But for me, that’s my mindset. That’s how I stay positive. I keep on dreaming because if I stop thinking about possibilities, then I’ll probably just quit.”

Rather than viewing his ability to sprint as a gift, Rhoden-Stevens views his venture into sprinting as a great opportunity. Knowing that time is very rarely on the athlete’s side, he is hyper-aware that he needs to make his time count as an up-and-coming elite athlete. “I always think to myself…you have a small window [for] doing something in your life. After  that, you are growing up again, getting older, and you just don’t want to live with any regrets. I always think to myself ‘Okay, I’ve got [an] opportunity to be good at a sport or an opportunity to be good at whatever I’m doing. Make it count.” Knowing that he has explored his options, even if they did not work out Rhoden-Stevens suggests he is content with knowing he gave sprinting his all: “You can be one injury away from never running again. Hopefully that never happens to anyone, but it has happened to people and of course nothing is guaranteed in life…You just have to take the opportunity”.

Rhoden-Stevens partly attributes his positivity to his faith (and is quick to comment that the answer is seen as a bit of a cliché), but also the people who are close to him: “It’s the people that are close [to you] that keep me having possibilities in my head because I’m a dreamer. I’m a person that’s optimistic…I see someone do something and I’m like ‘I can do that!’”. Rhoden-Stevens has even viewed the global pandemic as a window of opportunity. His routine was “switched up” as he couldn’t train on a racetrack for a long time and the racing calendar was uncertain, therefore he began completing weight training at home and running on grass with friends: “Having them with me and doing sessions was really good and really uplifted me”. Rhoden-Stevens even found his lockdown training fun, as he discovered new methods of training which allowed him to “just be able to run…to do something that was good for me”. Learning how to be patient was another new found virtue for the athlete. Although he may choose to practice patience more often now there is no doubt that he is still eager to get racing again with a bid for the 2021 Olympics still on the cards.

2016 OLYMPIC CHAMPION, HANNAH MILLS MBE, JOINS AMG

8 December 2020 by

RUNNING LIKE THE WORLD DEPENDS ON IT | HYLO ATHLETICS

2 December 2020 by

“Throughout my life I’ve always been passionate about nature” Hylo Athletics’ co-founder Michael Doughty comments, “and I think the older I’ve got the more aware and educated I’ve become around climate and sustainability. I’ve always believed that [the] consumer has the ability to drive [a] kind of change by how they spend.”

According to RunRepeat, a site run by ‘sneaker fanatics’ and sportspersons, the only way to truly reduce the carbon footprint of sneakers is to improve at the entire process from rainforest to landfill. Enter Hylo Athletics, who not only source natural materials that are proven to be best in class for performance but also create the trainer so that it can be completely reused when you’re finished with them. Even the name ‘Hylo’ demonstrates dedication to a waste-free lifestyle, the title being taken from the plant hylotelephium which has the appropriate nickname ‘life-everlasting’.

Up until recently Doughty played professional football, and has been playing the game since the age of four. He therefore has a natural interest in sport, but he has made it his mission to combine his expertise with his eco-values “to inspire positive change”. The summarised  purpose of Hylo Athletics is to be an ‘athlete for planet’, which means athletes are “using [their] platform using sport, to inspire change and change mindsets”. It is fair to say that it is not just Doughty and his co-founders, John Prescott and Jacob Green, who believe that this is a purpose worth promoting. The brand is represented by multiple sports ambassadors, including Leeds United’s Patrick Bamford, number 1 T20 cricket bowler Sophie Ecclestone, champion golfer Charley Hull, super welterweight boxer George Davey and up-and-coming sports prodigies Alicia Regis and John Kpoku to name just a handful.

Doughty hasn’t always been a super-keen eco-warrior, but he does believe that nature has been the “thread” of his life and something he has shown perpetual interest in. Adopting a sustainable life style doesn’t have to be strict Doughty highlights. Instead, he suggests that taking little steps and habituating small practices is key to becoming ‘greener’: “the 1-2% margins are incredibly important and I think that’s an important message for us as a brand and as a consumer. You don’t have to be all or nothing. You can start taking good steps in the right direction and that will lead to better habits.” It would appear that Doughty’s philosophy draws many parallels with sport in that it is all about the marginal gains when looking for improvement.

Though Hylo Athletics’ trainers initially appear unassuming, the company have managed to take their commitment to sustainability to a microscopic level as well as macroscopic. Each part of the shoe is made from one of seven smart, natural materials such as algae bloom and natural rubber. According to RunRepeatthe most common shoe materials – polyurethane, nylon  and polyester – are disproportionately responsible for textile related carbon emissions. Their research also suggests that only 1 in 29 (3.4%) of trainers are considered eco-friendly, and the do not detail any shoes which are totally biodegradable. This is where Hylo Athletics have the upper hand – their product life cycle is circular as it can be composted and upcycled.

The company also aims to minimise their carbon footprint by sourcing materials within a 100km radius and by road transportation, not aviation. Doughty explained to AMG that the goal is not only to be carbon neutral, but carbon negative by “taking it beyond so you’re having a positive impact on the planet by taking out more carbon than you that you emitted”.

Currently, the prospects for athletes and the planet are not looking rosy. A staggering statistic which Hylo Athletics provided is that by the 2050s, with a ‘business-as-usual’ approach to emissions, only 10 of the last 21 locations to host Winter Olympics will remain ‘climate reliable’. Despite this, Doughty remains positive and sees the need for change as not only inevitable, but a source of inspiration. Currently, more than 85% of trainers are sent to landfill or incinerated at the end of their usable life and it is going to take a collective effort to minimise impact: “it’s going to take us all working together to make a better world in the future. And, as a brand, we want to be part of that discussion and we want to inspire other brands and other consumers that think differently.”

You can find out more about Hylo Athletics and purchase the world’s most sustainable running shoe here.

TICTRAC PARTNERS AMG FOR ATHLETE CONTENT SERIES

1 December 2020 by

Global employee wellbeing company, Tictrac, today announced a significant new partnership with The Athlete Media Group that will see Olympic athletes and sporting world record holders sharing their unique insight and expertise with users of its Employee Wellbeing Platform.  Delivered through a weekly content series, entitled Empower Hour, employees will have exclusive access to a range of podcasts, videos, workouts and nutritional advice, all aimed at inspiring and encouraging them to start their own journey to better health and wellbeing. 

The first phase of the partnership will see 10 specially selected British athletes share their extraordinary stories of achievement, revealing how they are able to unlock willpower during challenging times, overcome hurdles with self-belief and keep a positive mind, particularly during the pandemic. 

The inspiring and diverse team includes female rugby union 2014 World Cup winner Marlie Packer; double amputee ‘Walking With The Wounded’ ambassador, Duncan Slater; Paralympic dressage rider, Verity Smith; Polar explorer Pen Hadow; leading British triathlete Sophie Coldwell and British boxing champion Isaac Chamberlain.

With 60 percent of adults struggling with their mental health during the pandemic, Tictrac’s platform has provided hundreds of organisations around the world with a much needed motivational boost during COVID-19. Tictrac users are on average 2.1x more active due to the support they receive with their wellbeing journey, and the expert content from this inspiring crop of athletes is set to further empower them to reach their goals.

Through the partnership, Tictrac is also working with prize fulfilment company, NDL Group, to offer a selection of curated packages to those employers interested in providing their teams with a deeper level of access to the athletes. This includes:

  • Train with triathlete Sophie Coldwell – Tictrac will provide businesses with a brand new Ribble Eliminator AL Road Bike and Sophie will take two employees through their paces on a one-hour bike ride
  • Team beach clean with windsurfer Saskia Sills – A group of 10 employees will be able to join Saskia and a marine conservation charity on a beach clean, where she will discuss all things windsurfing, motivation, pollution and the solution
  • The power of headspace with Pen Hadow – This is a two day trip to Dartmoor where teams will be mentored by Pen. They will gain an insight into the sort of resilience required to be a Polar Explorer and find out how they can apply his learnings to their own lives 

“There’s no doubt the pandemic has had a significant impact on everyone’s physical and mental wellbeing. And rightly so, employers are looking to support their staff with wellbeing tools that help address this” says Lee Jay Burningham, Global Head of Marketing and Strategic Partnerships at Tictrac. “Our platform has been designed to empower people to live healthier lives, providing them with access to our incredible community of professional wellbeing experts, including chefs, nutritionists and personal trainers. Now, through this partnership with TAMG, we’ve added some of the world’s top sportspeople.”

Burningham continued, “There has never been a more important time to connect individuals around their health and wellbeing, and we want to speak with any brands who recognise this, either to support their own employees or through a bespoke partnership.”

Mark Middlemas, CEO, and founder, of The Athlete Media Group, comments, “Every time I hear the athletes’ stories I am in awe of what they have achieved and the obstacles they have overcome, whether mental or physical. Partnering with Tictrac has allowed them to share their experiences to show others what’s possible with the right mindset and motivation.” 

Middlemas continued, “The athletes are more than just sportspeople, they are role models in society who have life lessons they can share, and this partnership has allowed them to do so. Due to the pandemic, those who would normally be training or competing now have another social purpose.”

After years of research, market insights and working with some of the world’s largest health insurers, Tictrac has developed a proprietary behavioural change approach called H.E.A.L*., proven to prevent or treat long-term wellbeing challenges. The platform provides personalised and interactive action plans to help employees discover and adopt healthier habits that last. The platform also delivers engaging, personal and team physical challenges to build connection, camaraderie and generates a step-change in daily activity levels.

Tictrac is currently offering a one-month free trial to employers, with more information found at www.tictrac.com.

*H.E.A.L is a Tictrac acronym that stands for Healthier over healthy, Effort over ability, Action over outcomes and Lifestyle over routines.

About Tictrac

Tictrac is a global employee wellbeing company, enabling businesses to generate meaningful engagement and empower employees to live healthier lives through its health and wellbeing platform.  With years of research, market insight, and working with some of the world’s largest health providers and insurers, the Tictrac platform is underpinned by a proprietary behavioural change approach called H.E.A.L. proven to treat or prevent long-term wellbeing challenges. 

The Tictrac platform which is available to implement within an organisation, is packed with nutritional advice, guided meditations, home workouts, and motivational podcasts all carefully created by a diverse community of passionate experts. Employers can bring colleagues together, build a community in and away from the office through meaningful engagement with fun challenges, and keep their workforce active. The platform also provides personalised and interactive action plans to help employees build healthier habits and guide them through every step of their wellbeing journey.  

For more information, please visit https://www.tictrac.com

About The Athlete Media Group (TAMG)

TAMG are on a mission to make more meaningful connections between athletes, sports & brands.  Their long-term vision is to connect more athletes across more sports with brands to help level the uneven playing field in UK sport using bold, brave thinking.  The TAMG platform supports 254 elite ‘champions of purpose’ athletes across 46 sports. 

 

WOUNDED VETERAN UNDERTAKES WORLD’S “HIGHEST” DUATHLON

30 November 2020 by

On Friday 4 December, wounded veteran Darren Hardy, 35,  will attempt a world first – to complete an entire duathlon (10km run, 150k cycle, 30k run) all at a simulated height of 12,000ft, which is the equivalent of 3 times the hight of Ben Nevis, the UK’s tallest mountain.

He will achieve this by doing the challenge at the Altitude Centre London where he will wear a mask that will restrict his oxygen to 60% of what we usually breathe (12.5% oxygen versus 21% oxygen in ‘normal’ air) to replicate the thin air conditions that mountaineers experience at altitude.

At an equivalent height of over 3,600m, this is when people need oxygen to sky dive, and it’s 3,000ft higher than when altitude sickness can kick in, causing dizziness, tiredness, sickness and loss of appetite.  The event is expected to take him approximately 12 hours.

Darren served 15 years in the British Army. As an athlete he became a Physical Training Instructor which led to his selection for officer training at Sandhurst. He subsequently took his troops all over the world, often in life-threatening and extremely testing environments. Three years ago his career was brought to an end as a result of physical and mental injuries suffered during the Iraq war. He has subsequently been diagnosed with PTSD and has a permanent shoulder injury that impacts his physically on a day to day basis.

For his recovery, Darren has had to focus on becoming mentally resilient to match his physical strength and work on coping strategies for his PTSD. Sport and training have become key for both his physical and mental wellbeing and he has represented the UK at the Warrior Games where he was a Gold Medallist and record breaker in the 100m and 200m sprint.

However, rather than taking part in other events, Darren is now creating his own extreme endurance challenges to push himself physically and mentally, writing is own blueprint to what the body and mind can do. These are his way of managing his PTSD, giving himself something to focus on to the exclusion of detrimental thoughts.

This event is taking place just over a month since his major challenge when he completed 6.5 Ironman distance triathlons (3.9k swim, 180k cycle and 42.4k run) in 10 consecutive days at different locations around the UK – with the last triathlon taking place in a London Eye pod, making it the longest endurance event ever in the London Eye.

Darren says, “I still have aches and pains from my last event, but I’m itching to get going on another ‘World First’. The pandemic has made me get creative with how I can push my body and mind, so if I can’t travel to any mountains they can come to me! An extreme altitude challenge is a way to really stretch my endurance and see what is possible. And if I can inspire just one other wounded veteran who is struggling, to put on their running shoes or jump on a bike and see how much better that can make them feel, I will be happy.”

Beth Miles, Fundraising, Marketing and Communications Director for Help for Heroes, comments, “With most of our planned fundraising events being cancelled or postponed since April as a result of the coronavirus, we are experiencing a 30% drop in our regular income which is really tough. At the same time, we have seen a 33% increase in new people coming forward for support with their mental health, so the need is growing. That’s why we cannot thank Darren enough for his incredible dedication to the cause – doing not one, but three, eye-watering challenges to raise funds for us. He is a total legend!”

In August, Darren was also the first person to paddleboard 112k, cycle 779k and run 42k, travelling 933k in total from Inverness to Help for Heroes’ Tin Hut, the building where the charity set up 13 years ago to raise funds for veterans that have been physically or mentally wounded as a result of their military service – and also to support their families.

To donate, visit: https://www.justgiving.com/fundraising/darren-hardy7.

 

Media contact: Susan Perolls | Fundraising PR Manager | Help for Heroes

M 07483 044102 | susan.perolls@helpforheroes.org.uk

About Help for Heroes

Help for Heroes supports those with injuries and illnesses sustained during or attributable to their service in the British Armed Forces, and their families. No matter when someone served, Help for Heroes believes that those prepared to put their lives second, deserve a second chance at life. Every course and activity the charity offers aims to empower them to look beyond illness and injury, regain their purpose, reach their potential and have a positive impact on society. Only 3% of Help for Heroes income comes from the government, so the charity relies on the UK public to help raise the money needed to support wounded and injured veterans. For more information, visit www.helpforheroes.org.uk.

RESILIENT NUTRITION PARTNER WALKING WITH THE WOUNDED FOR CHRISTMAS

16 November 2020 by

Walking Home For Christmas is Walking With The Wounded‘s annual, nationwide walking challenge which aims to raise money to continue their work with the NHS, who support ex-military and their families who are in urgent need of mental health care.

“The coronavirus has created huge challenges for Walking With The Wounded as a charity. All our events have been postponed, except Walking Home For Christmas. In spite of everything, we continue to support ex-military on a daily basis so they can thrive once more. And with the support of innovative companies like Resilient Nutrition we can continue to deliver this support throughout this crisis – especially to those who are vulnerable and at risk of withdrawing further during this time of increased isolation. Thank you to everyone who gets involved and tackles 12 miles on 12 December.” – Ed Parker, CEO of Walking With The Wounded

Resilient Nutrition are aiming to encourage as many people as possible to sign up and get walking. This could be solo, with families or in a small (socially distanced) team. Walk home, somewhere important to you, or just explore somewhere new.

The partnership was brought together by Resilient Nutrition’s sports marketing agency, The Athlete Media Group, who have a long-standing relationship with Walking With The Wounded and previously supported events such as the 2016 and 2017 Marathon des Sables, previous Walking Home For Christmas campaigns and are supporting the 2021 Walk of Oman.

“The amazing work Walking With The Wounded do is crucial and critical to the mental health of military veterans and their families. Their annual Walking Home for Christmas campaign was a perfect fit for Resilient Nutrition given your Long Range Fuel capabilities and the military personal you have partnered with on their journey so far. This hugely meaningful connection will help raise valuable funds at a time when Covid-19 has hugely increased the challenges they face.” – Mark Middlemas, CEO & Founder, The Athlete Media Group

Resilient Nutrition are aiming to raise a minimum of £10,000 and would love your help in doing so. Head over to the Resilient Nutrition 12 Miles of Christmas page, sign up, and start getting those practice miles in!

To go one further, Resilient Nutrition Co-founder and CEO Ali Macdonald will be completing 12 consecutive days of ‘12 Miles for Christmas’ from 9th-20th December, each day joined by a different business leader and supporter of Walking With The Wounded. If you fancy joining him on one of the days, get in touch.

“Walking and talking is one of the most powerful way’s I’ve found to clear the mind and create the space we all need to feel and operate at our best. This time of year, when the nights are drawing in, and it’s getting cold outside, can be very difficult for so many people, especially this year and especially for veterans. I hope that our 12 miles of Christmas events allow more people to talk and find the support they need to find a way forward together.” – Ali Macdonald, CEO & Co-founder, Resilient Nutrition 

 

Trailblazer Tackling ‘Shrink It & Pink It’ Sports | Laura Youngson, Ida Sports

29 October 2020 by

As the interview begins, Youngson lists the activities she was involved in from a young age: “We’d go cycling and play tennis and do all sorts of things. As a kid, I did a lot of ballet – that was my thing… a lot of hockey [but] there wasn’t really the opportunity to play football. I played in the garden with my brother and cousins, but other than that it wasn’t really a sport for women”.  Times have certainly changed since Youngson’s first interaction with the game – in 2018 the Women’s Super League (WSL) became fully professional, the women’s football World Cup in 2019 surpassed 1.12 billion viewers, and the latest figures from The FA reveal more than 2.63m women aged 16 and over in England now play football. Youngson’s realisation that she enjoyed football and being part of a football team wasn’t until university – since then, it has been “a big part” of her life.

Much like AMG partners Resilient Nutrition, Youngson’s desire to change attitudes towards women’s sport was due to “a culmination of a lot of frustrations”. She often saw that men’s amateur teams were receiving salaries, whereas elite women’s teams could not afford to play without a job to help fund them. Media outlet The Conversation reported in 2019 that 89% of women footballers consider leaving the game early and were looking for opportunities outside the sport, with low pay and precarious contracts playing a significant role.

It was because of this that Youngson decided that women’s sport needed to be promoted, showing that women were capable of great physical triumphs. 90 minutes of football at 18,799ft after reaching the 19,330ft summit were completed by women of various ages from around the world, making history and breaking records. Entering the record books was not the primary purpose for Youngson however, rather “it’s about the stories and the conversations you can have off the back of it in order to create positive change.”

The gender divide in football was not continually present in all sports Youngson commented, as she was a regular participant of futsal in Melbourne, Australia, where the inclusion of both genders is “really strong”. There is a greater focus on pitch performance rather than the division of genders, focussing on the team as a whole. Inclusivity and working together struck Youngson as important tenets in her, and eventually Ida’s, attitude to the sports world.

A major downfall that hindered sports inclusivity, Youngson realised, was the kit available for women. Not only were the products on offer by big brands ‘shrinked and pinked’, but they were also inappropriate for a comfortable experience. All too often women who wanted boots for grass sports – predominantly football and rugby – did not offer sizes small enough. In many cases, there was no women’s boot offered at all, and women who were some of the best in the game were wearing either men’s or kid’s shoes. “[I] went home, researched, [and] realised that actually women’s men’s feet are fundamentally different” Youngson recalls, “and that you’re putting yourself at risk of injury if you’re wearing the wrong boots.”

Instead of advocating for women’s shoes to be more readily available to turf sports athletes, she responded to the crisis by building an entire business dedicated to the cause instead. Along with her co-founder Ben Sandhu, Youngson’s research discovered that women generally have a different width to length ratio of their toes compared to men, different pressure loads and bend points as well as narrower heels and higher arches: “we cut up shoes. We really learned about. What it is that female athletes need and want.”

Ida Sports is about more than just business – it is a proactive response to closing the gender gap in women’s sports. The business aims to promote a philosophy that women have the right to be seen and heard. “We know that there are a lot of, players who are perhaps not getting the equipment and the contracts that they deserve. So can we start to push the industry a little bit, and improve conditions for players?” Youngson asks.

Upon being asked whether she thinks more needs to be done for the sportswomen Ida Sports are marketing themselves towards, Youngson highlighted the need for investment: “You have to invest to see a return. And I think that is where women’s sport is at the moment. When you do invest you see all these incredible things like higher numbers of participation, more medals…more engagement with fans.”

Not only this, Youngson argues, but companies such as Ida Sports need to exist as change isn’t “necessarily going to happen through the status quo”. She discusses the need to not only narrow the gender gap, but steer the direction of women’s football into a new, more positive direction: “Some of the systems that are in place are too entrenched to change and change fast, whereas the grassroots is demanding change. So by [Ida Sports] existing, I know for a fact that other companies connect with us and have been inspired” and they are consequently “doing great things”.

Consumers, and particularly female consumers, need to be more demanding in the eyes of Youngson. A major goal of Ida Sports is teaching consumers to be more demanding. Female athletes should not settle for equipment that is, at best, functional – rather they should push for change and wear boots that let them reach their athletic potential (and avoid blistered toes and blackened nails). For Ida Sports “if that means kind of standing up and being a brand that says, look, we’re made working for you, then that is that.”

Ida Sports have only scratched the surface with the introduction of their football boots ‘Red Dust’ and ‘Sky Blue’, with demand beginning to rapidly increase. As women’s participation levels grow, so does consumer demand. Consequently, Ida Sports is beginning to rapidly grow as a brand and they are developing their second version of turf boots: “Now we’re going to do it again and do it better.”

“Setbacks can be our biggest lessons.” | Adam Burgess, GB Canoe Slalom

23 October 2020 by

Preparing for success and overcoming setbacks is a common challenge in many elite athlete’s careers.

Adam Burgess began canoe slalom at the tender age of ten at his local club Stafford & Stone CC and it wasn’t long before he knew that he wanted to continue the sport to its highest level. He represented GB at the age of 14, and at the age of 16 he moved to Nottingham to train full-time at the white-water centre. Fast forward a few years, Burgess completed his studies and moved to train at the Lee Valley White Water Centre, London. Despite high rankings throughout his junior career and a “breakthrough” year which saw Burgess 5th at U23 World Championships and 4th at his first Senior World Cup, 2013 threw a curveball.

“It has been a journey…” Burgess notes, “I fully believe I would not be where I am today though without the setbacks, they can be our biggest lessons”.

Burgess suffered a stress fracture to his lumbar spine that forced him out of the boat completely for six months, making his return in 2014 somewhat of a steep learning curve: “My doubles career (C2) was going well, we were already competing at senior level, but C1 has always been my passion and I was feeling a bit forgotten by the national federation. I made the final at U23 World Championships again that year but messed up the end of my run and finished in 9th.”

Nonetheless, Burgess’s luck began to change when he moved to London and met a new coach from Spain. The following season he made the senior team for first time, won gold at the U23 World Championships in Brazil, and made the final at the Senior World Championships. In 2016 Burgess became a regular finalist on the senior circuit, made the overall World Cup podium, and broke into the top 10 World Rankings. The successful streak was soon broken however, with Burgess’ following seasons plagued by a shoulder injury.

Rather than focus on the negative Burgess decided that it was time for change. With the help of a close support team he finally found how to keep himself fit enough for consistent results at a high level, and he bases this on both an individualised programme and outlook – “2019 was a year never to forget. The mentality shift simply would not have happened had I not experienced the setbacks.”

The shift is what allowed Burgess to bring his A-game to the Olympic trials. With only one place up for grabs the field was extremely competitive, especially as he was pitted against his own friends which caused some “conflicting” feelings surrounding the achievement of his dreams. “I told my support team in a planning meeting and I could tell that they believed it too” Burgess explains. “On paper I was probably the underdog, but we knew how affected by injury my past two seasons had been. We believed that keeping continuity of training was the key for me. The more people I told about my vision though the more my confidence grew. It was the look in their eyes as I told them, I knew that they believed it too.”

A key part of Burgess’ mentality shift was his ability to make decisions under pressure, staying calm and collected in the face of victory. He claims that in previous competitions he has suffered from “paralysis by analysis”, overcomplicating his race plan and wasting precious mental energy. Now, he relies on “instincts and responsible planning”, meaning that “when the stakes are high, rather than nervously try to figure out a solution to the puzzle [I] focus on something simple” and then lets the instinctual canoeist he has become to take the blows the course delivers.

Burgess also accredits yoga and exposure training to his ability to keep his cool. Effective breathing and overcoming the mind by taking the plunge in an ice bath gives him not only confidence, but a feeling of ultimate strength. Additionally, he aims “to pursue optimal preparation and recovery strategies relentlessly”, meaning napping after training sessions is a high priority “not only to help the body recover but to create stronger neural pathways and embed learning”.

2021 is set to be a big year for Burgess. Due to the Tokyo Olympics being pushed to 2021 Burgess will have the opportunity to compete in both the World Championships and Olympics with only months between the two. The circumstances are unique yet also challenging, so the bar is “set as high as it can [be]”. Burgess’ attitude towards the potential bumper-crop year of 2021 is one of composure and ambition. “We must dream big” he writes, “the focus though is about getting to those start-lines in the best physical, mental, and technical shape I can be to produce a performance.”

He describes the goals he has set for himself as “big”, “scary” and “exciting”, but also admits that his Olympic dreams are what get him “out of bed to train on a cold morning”. The setbacks have only made Adam Burgess and his team stronger. The stakes are high but the fire remains stoked.

ATHLETE EXCLUSIVE: Team GB Triathlete, Sophie Coldwell, Joins AMG

21 October 2020 by

Flying high on a Winter Olympics mission | Mani Cooper, Nordic Combined

9 October 2020 by

We talked to Mani in Austria as she prepared to return to school for what promises to be a seminal year for one of Britain’s most promising snowsport athletes.

When did you first discover Nordic Combined? 

I first discovered ski-jumping in 2012 after watching the Bergisel Four Hills ski-jumping Tournament in Innsbruck with my Dad.   I was hooked straight away.  Even after my dad showed me videos of ski-jumping crashes, I still wanted to try it and I told him I wanted to start!

At the age of 10 I started having fun ski-jumping near Innsbruck with my local club `SV Innsbruck Bergisel.’   After 2 years I got into the regional squad (the Tyrolian Ski Federation -TSV) and started competing in the new sport of Nordic Combined (Ski-jumping and Cross-Country skiing) taking part in Austrian National Competitions and Championships.

Ski-jumping alone wasn’t enough.  I wanted more as I had always liked lots of different sports when growing up in the UK so by adding in the cross-country to the ski-jumping I knew Nordic Combined was my sport!

Where are you training currently?

I now attend the specialist Stams Ski Academy School in Tirol, which is a sports school specially focused on Skiing, Snowboarding and ski-jumping.   There are only 3 in the whole of Austria so it’s great to be there.  Since starting in 2018 I am now competing in FIS and Alpine Cup Events across Europe.   This year I am working towards competing at the first Nordic World championships (held every 2 years) with women’s Nordic Combined included and looking at Winter Olympics qualification in 2026 where my event is included for the first time.

What does your training involve?

I train at Schigymnasium Stams every week from Monday to Saturday. We normally go jumping 3 or 4 times a week together with ski roller or Cross-Country skiing. In addition, we also do a lot of gym work and fast jumping exercises. Every week is different as the training plan depends on what is coming up the following week and whether we have any competitions.

How does a Nordic Combined competition work?

A Nordic Combined competition weekend normally starts with a Ski Jumping competition, then using the points and ranking from that a Cross-Country race follows. Alternatively, the mass start format is occasionally used. This is where the Cross-Country race takes place before the Ski Jumping competition, everybody starts together, and the result is finally decided in the Ski Jumping.

What is it about the sport of Nordic Combined that you love?

It’s never boring for a start!   With ski-jumping you have to be fast, have good reactions.  The same in cross-country when you are taking corners and going downhill.  It’s all about endurance and making sure you have the right equipment.

I was at the Youth Olympics earlier this year representing GB and got the whole experience which was a real privilege for me.  I’m really looking forward to the future.

What skills do you need to have to be a top-level ski jumper?

For me personally it’s to never doubt yourself.  Nordic Combined is basically 2 very different sports so it’s important for me to know my goals and be focussed and confident.  The combination of the 2 sports means it always allows you to catch up.  If you have a poor ski-jump you can always make it up in the cross-country and vice-versa and it’s important for me that I know that.

What sort of equipment do you need?

For ski jumping I need my jumping skis which are 228m long, helmet, googles, gloves, jumping boots and one of the most important things is the jumping suit. With Ski Jumping the suit can make a big difference on the performance in a competition. I have a few training suits but one competition suit which is fitted specially for me.

For Cross-Country skiing I have a race suit, a head band, glasses, poles, boots, and, of course, skis. The skis are very important, if you have the wrong ski for the many different snow conditions then the race is over. Each athlete has pairs of skis for different snow conditions as there are some big differences between wet snow, hard snow, artificial snow, or if the sun is shining, or it is snowing, or raining it all comes down to the ski testing which is done before the race to select the right ski.

What goes through your mind at the top of the jump? 

If you think too much about the distance you need to make you lose focus and don’t do the technical points which make the metres.  Everyone’s different but for me personally if I’m mentally prepared, relaxed and calm I perform to my best.   I need to be calm and be by myself and take it one step at a time.

When I was at the Youth Olympics earlier this year I kept calm and took it one step at a time.  I’ve had competitions where I’ve wanted the distance too much and lost technical points so staying clam is vital.

What’s the furthest distance you’ve jumped?

My unofficial record in training is 96m and in competition I’ve jumped 74m!   I don’t compete for the British record though.  It’s amazing if I get a record but I just want to do my best and do the best jump I can in the competition I am in at the time.

Have you ever crashed?

Yes I’ve crashed in both sports!    Crashing at ski jumping is clearly more major.  There’s one thing you’re not supposed to do in ski-jumping which is pull your legs in.  And I have done that before which didn’t end well!   I had one major crash in Norway where my back bindings came open on my 3rd jump (!) and I crashed but I’ve never had a major problem so I’m very lucky and grateful for that!

You are Britain’s first female ski jumper in an Olympic competition after the Winter Youth Olympics in Lausanne. 

Yes, I am but I want the world to know I’m a Nordic Combined athlete not just a ski jumper.  There’s a big difference and it’s important for me that people know that.  Of course I focus my training on one versus the other but I am Mani Cooper, Nordic Combined athlete.

I do also like to mix things up with my training to keep things interesting and enter bike races for example.

What ambitions do you have in the sport?

It’s definitely my dream to be Olympic Champion.  For now though in this winter season I want to get to the World Cup and be confident and ready for the competitions I enter and work hard to improve all the time.  I have my goals and I am happy to work hard & will fight to achieve them!  It’s tough though.  Every athlete knows every other athlete so whatever competition you are in we all know each other.

I know I have to focus on the World Cup, the competitions and keep going in order to get to the Winter Olympics.  The competitions coming up will allow me to see how close I am to the best in the world.

What’s important to you away from your sport?  How do you relax?

I love music!  And cooking – baking cakes, doing something completely different.  Just switching off is really important to me!

I play in a band with my dad and sister! I sing & play the bass, my Dad plays the guitar and my sister the drums.  I also enjoy just listening to music and dancing around which is a lot of fun.  Those moments allow me to relax and I really enjoy my downtime away from the rigours of Nordic Combined!

What causes are important to you?

The environment is very precious to me given my sport and where I do it – in the snow!  The air and the environment and the mountains of the Austrian Tirol are just beautiful.  If we see rubbish it breaks my heart and it’s so important we do all we can to keep it as pristine a location as possible.

Who would be your ideal brand to partner with?

I’m just looking to partner with a company that has the right values, offers the right support for me, my team and the Nordic Combined event I love.  It such a fantastic event with so many aspects to it that the brand ecosystem is complicated.

I can name so many different companies who are involved in my sport in some way so I’d be happy to partner with one long-term partner if we could work together in the right way.

  • « Go to Previous Page
  • Page 1
  • Interim pages omitted …
  • Page 16
  • Page 17
  • Page 18
  • Page 19
  • Page 20
  • Interim pages omitted …
  • Page 27
  • Go to Next Page »

Primary Sidebar

Recent Comments

    Archives

    Categories

    • No categories

    Meta

    • Register
    • Log in
    • Entries feed
    • Comments feed
    • WordPress.org

    Subscribe to AMG Newsletter here

    Footer

    © 2026 Athlete Media Group Ltd All Rights Reserved

    MENU

    • Our Story
    • Manifesto
    • Athletes
    • Pioneers
    • Journal
    • Work
    • Contact

    USEFUL

    • Advisory Board
    • Privacy Policy

    CONTACT

    mark@athletemedia.co.uk

    tel: 07952 304340

    VAT REGISTERED ADDRESS

    Thatch Barn
    Ryewell Lane
    Hoath Corner
    Edenbridge
    KENT TN8 7BS

    We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.