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The Athlete Entrepreneur | Harry Hughes

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Tell us about Dangler

Dangler is a marketplace platform made by anglers that will revolutionise the way that anglers buy and sell their fishing gear in the angling community. With secure in app payments, no listing fees, low commission fees and social engagement with other anglers, Dangler is paving the way to revolutionise buying and selling in the fishing industry.  A business built from passion by 3 brothers who are all keen anglers.

Who came up with the idea & why?

Daniel, the middle brother, and CEO of Dangler has always had a creative flair compared to myself and Kane (eldest brother). I remember the day vividly; I had just come back from the gym and was sitting in Dan’s passenger seat parked up in the driveway. I had just sold an item on Depop (clothing marketplace) when Dan asked how it worked. I explained it, and at the time he had some old fishing tackle he wanted to start selling. Dan very quickly realised how effective a fishing tackle marketplace would be. That was the birth of Dangler…

What roles do the founders have and how good a team are you?

I was fortunate enough when starting Dangler to be a student, so I managed to work most days on Dangler, whilst my two brothers worked full time in their respective jobs. We all come from very different working backgrounds, which gives us very different capabilities. Dan is the CEO, he understands how the public should perceive us, and so Dan focuses on the external part of Dangler, i.e. what the public can see. Kane, is our CFO, he is a chartered accountant by trade, so it goes hand in hand, and Kane has the most corporate experience out of us 3, so he often works side by side with me on the operations. My job as COO, is to focus on the operations, making sure Dangler can do what it needs to, focusing on its legal requirements, HR, Recruitment and focusing on the technology with Kane.

What sort of investment have you secured?

So, the Dangler journey has been an amazing learning curve, none of us have started a business before, so it was all very new to us, but in a way that meant that being so naive, meant we wanted to learn more. We began by investing our own capital into the business, with that it enabled us to get through the door at a local business incubator (Shout About Suffolk) who made a £30,000 investment into Dangler, and gave us an office and mentorship, as well as open up many doors for us. From there, we set to raise our seed round. In August 2019, Dangler secured a £500,000 seed round, which meant we could start working full time, and push Dangler forward.

What are your long-term ambitions for Dangler?

The long-term goals are what drives us every day.  We know what Dangler will become, and that is extremely motivating for all 3 three founders. The long-term goal for Dangler is to become a Global angling marketplace, the number one platform that all anglers will use all over the World.  We certainly see that as a realistic outcome.

As a professional athlete with Olympic ambitions will Dangler affect your sporting career in any way?

We addressed this at the very start of Dangler, when we knew we were going down the long and volatile path that is a start-up business. I went to University so that I could train full time, my degree is now finished, and I suffered a major injury that lost me a year, so I still have some catching up to do, but realistically I would need to be getting a job now anyway, as unfortunately javelin throwing doesn’t pay for itself, neither does running a car and the rest of it…

My drive to become an Olympic athlete has not yet been thwarted by my drive to make Dangler a success, and vice versa. Balance and good organisation are key when trying to balance two major roles. It certainly won’t be easy moving forward, especially when you make it onto the professional circuit as an athlete, but, Dangler will always be prepared for that, and my passion for Dangler also means that I’ll always be involved and I will always want to work in the business. Sitting around all day in between training is not my thing unfortunately!

How has covid-19 affected your training / competition & Dangler plans?

First and foremost, Dangler has not been affected by covid-19, we had an early scare around investment and how long we would need to hibernate for, but that did not last too long. So, the world of Dangler has been extremely busy during covid-19.

Training wise, the impact has been significant. The Olympics and European Championships being postponed, put everything up in the air for a while, so we basically just kept my body ticking over for a 2-3 months, now we know there will be some sort of competition in August, we can re-focus. But, with staying at home much more and not driving around from work to training and everywhere else, the increased rest has had major positive effects on my training, and I’m definitely in good shape now.

What does the HH training schedule look like between now & 2021 Olympics? 

My body has finally reached a stage of physical maturity and robustness following my major injury, that we can really start to push my training. So, it’s going to be intense and hard, but it will always be very smart and flexible, focusing on those weaker parts. So it will look mostly the same as normal, 1-2 sessions a day, 6 days a week. But the volume and intensity will no doubt increase over the coming winter season.

How will you look to manage the dual career role you have chosen?

Honesty!  That’s what I’ve learnt is really key at the moment. There was a long period of time, where I was training full time, working full time, and studying for my degree, and that was really difficult to manage. But I learnt to be very honest about how I was feeling, because it wasn’t healthy anymore, I was just running myself into the ground. So, I changed my working patterns around to make it manageable, and that’s what I’ll do moving forward. Whenever something significant pop ups from work, I tell Mark (my coach) and we change my training around, and vice versa. Effective planning and honesty are how I’ll manage it in the short term. 

Are you inspired by any other athletes who run their own businesses?

I know a lot of athletes invest into property during their career as a way to build their portfolio. I want to go a step further. Life is too short to not chase your dreams, and I believe that I can be a professional javelin thrower and own a part of a successful tech company, and I also believe that is only the start. So, I’d say I’m inspired by business owners more than athletes regarding this. Elon Musk owns and runs a handful of extremely successful businesses. It’s all about having a portfolio, and not putting all of your eggs in one basket, I know first-hand how vulnerable and volatile an athletics career is, and so my own goals are my inspiration really.

Find out more at www.dangler.co.uk

This article is in partnership with Castore, the premium performance sportswear brand that exists to make athletes better.  

Visit https://www.castore.com and use discount code ANDYCOLE for 10% off chosen items. #betterneverstops #makeyourmark

Making A Difference As A Team Of Equals | Tofauti Everyone Active

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Why did you decide to set up Tofauti Everyone Active?

I and a number of other parents had known each other for years through the youth and junior cycling scene and had come to realise that there was another way of running a junior team.  A way that went beyond race results, that focused on riders as people.  They’re people of 16, 17, 18 – a formative stage of their lives when they are surrounded by dozens of different pressures.  We’d seen rider after rider fall out of love for the sport at this age and we wanted our riders to get more support, on a personal as well as a sporting level, to ensure cycling remained a love and not an obligation.  We all work as a team; we are open and we treat our riders as equals.  Surprisingly, that seems to be a new approach in junior cycling.  Unsurprisingly, it works.  For the riders, for the team management and, I hope, for our partners too.

And why partner with The Tofauti Foundation?

There have been some inspiring innovations at the top World Tour level of cycling, none more so than the involvement in the pro peloton of the Qubeka charity, which was a title partner of the MTN Qhubeka team a few years ago.  This seemed to me a perfect marriage – using the profile of a pro team to further the cause of an excellent charity.  Through Qhubeka’s programmes, people in Africa earn bicycles, improving their access to schools, clinics and jobs.

We firmly believe in using the presence and profile of a team for good and feel passionate about bringing this approach to the world of junior cycling, again a first at this level in the UK.

The team is about empowering riders to take control of their own cycling development and, at such a crucial time in their lives, we help them to build resilience and determination to achieve that.  Those goals seemed to really chime with the approach and ethos of The Tofauti Foundation, so we started off with so much common ground in approach.  Crista Cullen is very obviously driven by impact the Foundation can have and I think recognised we had the same drive to make a difference in our area of sport.

Making a difference can often involve making a noise – we’re not shy about that, so we hoped we could use that noise to bring some good, through widening the audience of the Foundation and bringing attention to the amazing work it does.

Where did you launch the team and why?

Our launch event was at Look Mum No Hands! in East London. We wanted the evening to be a great night out for everyone, rather than just a chance for the team to stand on stage and be introduced to the sponsors.  Look Mum No Hands! is a venue that’s completely based around a love of cycling, celebrating its history and its idiosyncrasies.  That seemed to fit us perfectly!  We packed the place, had a DJ, had great goody bags thanks to some of our sponsors and achieved just what we wanted – for everyone to have a good time and to associate that good time with the team and with its partners.  I’m already looking forward to next year’s!

How is the team structured?

We are totally committed to having an equal number of junior men and junior women.  Everyone on the team is treated equally, resources are put equally behind the boys and the girls.  That was so important for us.  Joint male/female junior teams are rare in the UK and I think we are the only one which has an equal split of young men and women.  It’s just the right thing to do.

In terms of the team management, there are about six of us who pick up the main roles, though all riders’ parents are encouraged to take an active part.  We have a chair, a secretary and a treasurer, as you’d expect in any cycling organisation, and they do an awful lot.  On top of that, others pick up a lot of the logistics while two of us fulfil the role of team manager with me as the point person for all our partnerships.

Have you got any budding superstars in the team?

Every team has superstars.  Does that mean they’re potential future world champions?  Maybe.  They’re superstars nonetheless and every single one of them brings something hugely valuable to the team.

How did you find your sponsors?

We started reaching out to sponsors quite late in 2019 for this season – it would have been early autumn, which was a point at which most sponsorship decisions had been made.  That said, we were reaching out with a story, an approach and an ethos that seemed to be unlike any other in junior cycling.  People bought into what we were trying to do and wanted to be part of a team that was doing something different, something for some greater good beyond the team itself.  So, in spite the lateness of our approach, we had a lot of success in getting people to back the team.  If I’m honest, we were amazed by the enthusiasm in the cycling industry and beyond for what we were trying to do.

So, despite the partnership process taking countless conversations, pitches, ideas, emails, follow ups and decisions, it always felt as if we were pushing against an open door to a degree.  It seemed to be a classic case of have the right ethos, do everything for the right reason, tell the right story, identify brands with the same ideals as you, talk their language, understand their drivers – and they will want to come on the journey with you.

What notable competitions have you been involved in so far?

Well, before COVID-19 hit western Europe, our season was shaping up amazingly.  The innovative team approach that worked for sponsors, also worked for race organisers.  As with everything else, we never though that “oh, that race is too big, they won’t invite us” or “it’s just such a lot of work and cajoling to try to get an invite”.  We were focused and we were persistent.

Before the season, we hoped that we would get an invite to a UCI race (the highest level of racing for juniors) during the year.  Two would have been amazing.

Before the lockdown hit, we had a race calendar with 8 UCI races across Belgium, the Netherlands and Luxembourg, as well as big races in France and elsewhere.  I suspect that’s something of a record for a new team in its debut season.  At the moment, we’re hopeful that one of those will still be held this year – the Watersley Challenge in the Netherlands, where our junior women are due to race in September.

Aside from road racing, which is our focus of course, we wanted our riders to do some other events which kept up their wider enjoyment of the sport and challenged them in different ways.  Two of our riders, for example, were due to ride the TransEngland event, where riders set off from Morecombe at 11pm on a Friday, follow their own route taking in a number of checkpoints to arrive in Scarborough the following day.  Are there medals for things like that?  No, but the achievement in completing it would be huge.  Unfortunately, like so much else this year, this is going to have to wait until 2021 now.

How did you cope with lockdown?

We’ve been trying to support our riders as well as we can.  We have two performance coaches, Nikki Juniper and Russell Hampton, who have been amazing.  They’ve been working closely with the team to keep them fit and motivated through what has obviously been an unsettling time for everyone.  We also partner with Planet K2, a performance psychology company with a history in elite sport.  They’ve been great with the riders, leading Zoom meetings and seminars and sharing a wealth of their resources online.

Beyond that, we really wanted riders to have some chance to race – virtually.  One of our partners is RGT Cycling, who have an amazingly realistic platform for virtual cycling.  We’ve worked closely with them to launch our Junior Lockdown Race Series – races for junior men and women on courses based on some of the cancelled British Cycling Junior National Series.  We were the first organisation to create virtual races for junior riders.

Through our connections with race organisers and teams across Europe, we’ve reached out and found the response quite staggering.  We’ve had some of Europe’s top junior riders taking part, with races comprising about 80 riders, from countries including Belgium, France, Spain, the Netherlands, Luxembourg, Slovakia, Austria, Denmark, Norway, South Africa, the UK….

The feedback has been amazing and we have just announced three more series for junior riders with RGT.

What does 2021 look like for Tofauti Everyone Active?

I hope we’ll get the opportunity to do what we should have done this year.  Already, the calendar is looking strong, with a number of UCI invites already received.  We’re just looking forward to being able to take the team out to race in Europe – it’s such a fantastic experience for them – and I won’t be alone in missing the thrill of an early morning Eurotunnel crossing. Nor in missing the chance to put so many opportunities in front of our riders.

Again, we’ll look to mix that up with some more unusual events, hopefully ones that can bring sponsors and riders together.

On that note, one thing we’ve learned from the lockdown is the power of virtual cycling.  I’m sure that’s going to play a big part in the future in how the team connects with its partners.  From the pro peloton down, virtual riding is here to stay and it’s going to change how teams engage with their supporters.  We’re very much up for that and we’re looking forward to building ever-stronger links with everyone we work with.

Visit https://tofautieveryoneactive.com for more details.

This article is in partnership with Castore, the premium performance sportswear brand that exists to make athletes better.  Visit https://castore.com and use discount code ANDYCOLE for 10% off chosen items. #betterneverstops #makeyourmark

Crista Cullen MBE, Olympic Champion, is reaching new heights

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  • Dedicated Athlete
  • International Hockey Great
  • 2016 Olympic Gold Medallist
  • Now champion of conservation

Crista Cullen MBE is reaching new heights in Africa with her Tofauti Foundation (www.tofauti.org)

In the first ever ‘Tofauti Pod’ Crista talks to her mother about setting up The Tofauti Foundation and the live projects being supporting in & around Kenya.

Click here to listen…bit.ly/TofautiPod1

This article is in partnership with Castore, the premium performance sportswear brand that exists to make athletes better.  

Visit www.castore.com and use discount code ANDYCOLE for 10% off your chosen items.

#sport #athlete #champion #purpose #conservation #sustainability #betterneverstops #bemore #makeyourmark

Helping others feeds my mental strength | Tim Lodge, GB Paracanoe

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When we last spoke to GB Paracanoe athlete Tim Lodge he had returned to training after a serious road traffic accident in which he broke his shoulder in three places, smashed his knee, broke ribs and punctured a lung.  We asked, “what’s been happening since November Tim?”

“The road to recovery was pretty slow at first.  However, once I was back in the boat things started to come together more quickly.  The aim for last winter was to regain my fitness and to be ready to head to my Australian training camp by the end of December”

Tim was able to use the tools and techniques that he learnt in Sri Lanka to hone his focus and determination to another level.  He strongly believes that the combination of regular training, meditation, positive thought and visualization assisted him to reach the required level of fitness.

“ I was confident that I could achieve fitness quickly by using all of the traditional and complimentary techniques that I had learnt.  It was exciting heading out to Australia, and I was looking forward to settling into the training camp.  My training was to be alongside  Dylan Littlehayles, the Australian Paracanoe Athlete and World Number 4 in my class.  Dylan is an exceptional athlete and at the age of 21 his strength, speed and endurance is phenomenal. Knowing that I would have my work cut out training with him, I still saw this as a great opportunity to up my game and to assist me in my preparation for selection back home in April”

Training kicked off in January with Dylan, a team of under 23 athletes and Olympic Paddlers.  We were based at the New South Wales Institute of Sport on the stunning Narrabeen Lake in Sydney.  The training schedule was relentless, nothing like Tim had experienced before.  He was clocking up 110km’s a week coupled with daily training sessions in the gym.

“I was so fortunate to be able to train with this group of top-class athletes, headed up by Coach Jake Michael.  These were young and dedicated athletes that pushed and encouraged me daily.  To even think that I could perform at this level so soon after my accident was mind blowing”

Tim’s coach Ivan Lawler comments:  “Watching Tim’s full commitment to his training, and the philosophies he has adopted since his career threatening injuries last year, was genuinely inspirational. His improvement in the technical aspects and his general physical condition brought on by his sense of purpose has been phenomenal.”

His trip to Australia was supported by donations from Haydock Finance, Breal Zeta, Breal Business Certainty, Kellys Storage and Tooleys.  All of which he would like to thank for their charitable donations of support.  These donations have played a key part in being able to follow his dream and to gain the best in class support.

As Tim’s time in Australia was drawing to a close, the COVID19 virus hit the world.  Despite the world media reports, where Tim was based it felt as though it was sheltered from the pandemic.  A shadow was looming over the future of the impending season, and it was in doubt as to whether the games would take place.  Talk of the Paralympics being postponed and the selection events back in the UK being cancelled where the hot topics of discussion.

“Aside to panic buying toilet roll, the impact of the virus hadn’t really hit Australia, so after my last race I headed to Byron Bay to relax for a week.  It wasn’t until I got to Brisbane Airport and saw everything was closed, airport staff and some passengers wearing face masks,  that’s when it started to dawn on me how serious the virus was being taken”.

The following day, the UK Government announced the lockdown.  The impact to Tim’s training was that he could not venture out onto the rivers or attend the gym for his daily sessions.  All of the hard work and the results of being able to refine his race plan would not be able to be put into practice back in the UK.  Within a matter of days, the selection event for the games had been postponed and Tim’s future for this year was in doubt.

“Being back was confusing, not being able to train or see my daughter, family or friends seemed an impossibility.  I’d been away for three months!  The thought of going through lock down on my own was starting to dawn on me and I could feel the panic rising.  I am also aware of my mental health issues and knew  I needed to adapt quickly, set up a plan of mental and physical wellbeing that would enable me to deal with the lockdown successfully”

Knowing that the lockdown would bring its own challenges, Tim wanted to put a plan in place, with no set training routine or the comradery of his family, friends and team mates he knew that this was vital to his wellbeing.

Speaking to a local greengrocer and good friend Ross Collins about offering to help with deliveries proved to be a life saver.  It allowed Tim to remain in contact with people, played to his natural strengths of being able to help others.

“I can’t tell you how much this job has helped me, to get me out of the house and break the silence.  As an athlete and living alone I am used to my own company, as part of our training regime resting plays a very important part of the recovery for the body.  But, it’s a very different thing when it’s enforced on you.  My social interaction through my training environment had gone and I couldn’t see my family or friends both of which are important to me and my mental health”

With the competitions being cancelled and the Paralympics being postponed Tim and his coach set about planning how best to keep fit and healthy both mentally and physically.

“My sport has enabled me to see and feel the benefits of keeping fit and healthy for my mental wellbeing and now, lockdown was a great chance to put this to the test.  I have found the hardest times for me have been the evenings.  The mornings have proved magical, at 5am the world is just starting to wake up.  My bike rides took on a whole new meaning, I was able to observe nature, and this became a form of mediation in itself.  By having the balance of the early mornings meant that I now had a coping strategy in place for the evenings by getting to bed early ready for my 5am exercise”

It’s proven that being in and around nature can help people with mental health issues connect to the present moment and control anxiety and depression.  I can vouch for that!

“I absolutely love being out on my bike, it makes me feel like a kid again, especially when the roads were so tranquil and calming”

I was on a roll, so I decided to turn my shed into a gym.  With the support of Haydock Finance who generously donated enough funds, that I was able to buy weights and equipment.  I could now undertake my strength work.   Wey Kayak Club where I train regular also donated a paddling machine.  I was set to go!”

Tim knew that exercise had helped in the past, so he set up a simple plan that would keep him in shape and complement his mental wellbeing, without pushing himself too hard. From previous experience he knew that he tended to over do it, which can be just as damaging. Remembering the wise words of Dr Matthew Beadman who said” you need to be clear as to why you are training and making sure it’s not to just escape from your feelings”.

“I found out very quickly that if I pushed myself too hard then I would get very tired and my state of mind would decline.  This can result in me feeling anxious and with being home alone I can tend to over think life.  This gentle, simple plan took the pressure off and allowed me to focus on what made me feel good.  There is a fine balance for me, its not just about being quicker in a boat!”

We have all had to adapt our lives recently and change the way we have done things in the past. Tim’s ability to adapt and be aware of his wellbeing is a great example to us all.  It demonstrates that we can make changes to ensure we live to the best of our abilities in difficult situations.

“Now lockdown in the UK has eased I am enjoying paddling recreationally really, long paddles with my coach having a chat and a laugh is perfect.  The next few weeks will be spent doing just that, then in time I will build up to structured training.  I have no doubt in my mind that I will compete again but for the short term it’s about having fun for me”.

Whilst Tim was in Australia, he was contacted by Chris McGibbon who was his mentor when he worked in Financial Software.  Chris needed guidance and had seen the change and transformation that had taken place in Tim. He wanted to understand more about it.  By the end of the call Chris had asked Tim to consider getting this important message out to others, and that a wellbeing business would be the perfect vehicle. Watch this space.

“Wellbeing and mental health are subjects that I am very passionate about.  It is a dream come true to be setting up a business with Chris, the timing is perfect.

The company is called Zenval and it will use a collaborative approach to bringing experts in the field of wellbeing and mental health together and enable people to live a more full, rich, and meaningful life.

Tim faces the challenge of his mental health daily and although he has found the lockdown hard at times, it has been an enlightening experience and he has used this time productively and positively.  He has proved that he is able to carry on and function successfully without feeling the need to go back to past destructive behaviours.

For Tim now the future brings opportunity to help people and teach them the things he has learnt, there is also the small issue of winning races again which Tim knows will come again someday in the future.

This article is in partnership with Castore, the premium performance sportswear brand that exists to make athletes better.  

Visit www.castore.com and use discount code CASTOREAMB20-ST1C for 20% off your chosen items.

#betterneverstops #bemore #makeyourmark

TMG Football Agree Strategic Partnership With AMG

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Leading professional football agency TMG Football have agreed a strategic partnership with sports start-up, The Athlete Media Group (AMG).

The partnership will see AMG work closely with the TMG team to build, develop and improve the personal brands of the professional footballers they represent.

AMG was launched in 2019 by former Interpublic Group director, Mark Middlemas, to help make meaningful, data-driven connections between athletes, sports and brands.   360, AMG’s personal brand division, will harness a range of data techniques and frameworks to support TMG’s footballer client base.

TMG Football was established by London based agent Nick Maytum in 2008 as an agency with a global focus. For example, Nick represents some of the top South American wonder-kids, including Martin Satriano (see below signing for Inter Milan), Sebastian Caceres (Club America) and Nicholas Acevedo (New York City) amongst others. The firm are building their presence in the UK with top talents such as Tyger Smalls already on board.

CEO of TMG Football, Nick Maytum, commented…

“As an international football agent I’ve executed top deals for my players, with clubs such as Inter Milan. I’m excited to provide more support and opportunities for our professional footballer clients through the brand partnership with AMG.”

Head of Club Relations at TMG Football, Si Ledwith, commented…

“We take the career paths of our footballers very seriously both on and off the pitch.  We’re delighted to be working with Mark and his experienced team to help our footballers better themselves in the right ways off the pitch.  Their personal brands as professional athletes are hugely important and we want to help them establish the right sort of identities during and importantly after their football careers.  The work with AMG starts now!”

CEO & Founder of AMG, Mark Middlemas, commented…

“Rising star footballers are the future of the sport.  It’s critical these players understand and develop the full power of their personal brands off the pitch to secure their short and long-term futures.  With our collective brand knowledge and experience we are excited to work closely with Nick, Si and the TMG team to build the profiles and commercial opportunities for the fantastic talent they represent.  Our unique & powerful processes will ensure the footballers work with the best thinking and data-driven tools available.  We can’t wait to get started!”

This article is written in partnership with Castore, the premium performance sportswear brand, that exists to make athletes better.  

Visit www.castore.com and use discount code CASTOREAMB20-ST1C for 20% off.

#betterneverstops

“CHAMPIONS OF PURPOSE” LAUNCH ACTS AS A FORCE FOR GOOD

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The Athlete Media Group (AMG), are proud and delighted to launch a nationwide digital outdoor campaign thanks to Ocean Outdoor’s £10m SME Support Scheme.

Our “Champions of Purpose” campaign, created by Andy Corcoran’s lucky7 creative agency, will help celebrate a range of elite UK athletes and the charitable causes they support.

Sector bodies have estimated that charities could miss out on at least £4.3bn of income during the coronavirus lockdown so the campaign has been designed to give the selected good causes greater exposure & awareness in key national cities.   The campaign will be seen across multiple sites in London Birmingham, Manchester, Liverpool, Glasgow, Edinburgh and Bristol for two weeks from May 5th.

Athletes & their charities / good causes being supported include:

professional boxer Isaac Chamberlain & Gloves Up, Knives Down (photograph credit: Ernest Simons)

2016 Olympic Gold medallist Crista Cullen MBE & the Tofauti Foundation

double amputee adventurer Duncan Slater & Walking With The Wounded

8-time world record holding adventurer Sally Orange & Army Cadets UK

world record Atlantic rower Kiko Matthews & Mossy Earth

para table tennis player Martin Perry & Finding Your Feet (photograph credit: Fraser Havenhand)

blind dressage rider Verity Smith & Guide Dogs

former Saracens and Scotland rugby captain Kelly Brown & Action For Stammering Children

former England footballer & professional boxer, Stacey Copeland & Pave The Way

visually-impaired England Rugby player Si Lediwth & The Change Foundation

leadership specialist Drew Povey & Parklands Primary School Leeds

blind England footballer, Azeem Amir & Royal Manchester Children’s Hospital Charity

leading British polar explorer Pen Hadow & 90 North Unit

Ocean Outdoor launched the £10m fund offering free ad space to small businesses in early April 2020 and received hundreds of applications.  The fund aims to give businesses and brands like AMG access to advertising space on the company’s network of screens.

Mark Middlemas, CEO & Founder of AMG, commented,

“Ocean Outdoor’s SME Scheme gives a small business like AMG a fantastic national platform.  It is a very difficult time for both athletes and the many charitable good causes they support so to be able to act as a force for good and deliver such a positive message for them is a dream come true!  The fabulous lucky7 creative work has helped us to connect in a more meaningful way to a much wider audience than we could normally.”

For more information on the outdoor creative idea and execution please visit www.lucky7.agency.

This article is in partnership with Castore, the premium performance sportswear brand that exists to make athletes better.  

Visit www.castore.com and use discount code CASTOREAMB20-ST1C for 20% off.

#betterneverstops

Athletes & Billboards: the perfect match

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It was just another day in lockdown when I happened to notice the brilliant, humorous Paddy Power ad with a serious message.

“Leaving the couch, remember the Crouch. Keep your distance, protect the NHS.”

This ad genius from the Paddy Power team got me thinking about the power and versatility of OOH when working with UK athletes.

Outdoor, OOH, billboards, posters – whatever the description – is a medium that has been used brilliantly by brands (and their agencies) to deliver iconic advertising with UK athletes front and centre of the thinking.

Athletes and OOH are a perfect match for bold brands wanting to deliver meaningful, increasingly data-driven connections.

We had a think about some of our favourite OOH ads that harnessed the power and profile of our brilliant UK athletes.

  • The Public Health Supporter: Couch, Crouch Paddy Power
    • A clever way to introduce the 2 metre self-distancing rule in the current lockdown using a popular sporting figure

  • The Gold Medal Winners: Royal Mail Stamps
    • Award-winning campaign to celebrate 2012 Gold medal athletes ‘live’ on high streets & London U/G.  Stamps with the gold medal-winning athletes were produced within 12 hours of their win and OOH helped drive the news, awareness and excitement.

  • The Tournament Player: England Lionesses
    • Wishing the England team luck in the local communities they came from was a brilliant way to boost players confidence before a bog tournament and clever use of PR to drive awareness when expectations were riding high.

  • The Everyday Athlete: This Girl Can
    • Using the everyday athlete to deliver an empowering message to the nation’s females.  This campaign broke all records and is seen as one of the most iconic of all time.  Used OOH effectively as part of its wider communications.

  • The Human Billboard: Linford Christie and Puma
    • A huge PR stunt where the superstar athlete, Linford Christie, became a walking billboard.  One of the most talked about global sports stories of that year.

  • The Lesser Known: Mike Edwards, High Jumper, Jacamo
    • The cool, credible British champion high jumper, Mike Edwards appeared in the fashion brand’s 2018 campaign.  The urban visuals made quite an impact and showed that less well known athletes in underdog sports can thrive in the OOH environment.

  • The Patriot:  Wayne Rooney, England Footballer
    • One of the most controversial football World Cup ads of all time saw Rooney painted in red for the nation to see.  What OOH is great for – high impact, visually-arresting, headline-grabbing.  It did the job and more.

  • The Champion of Purpose:  Captain Tom on Piccadilly site
    • The 100 lap legend who raised £30m+ for the NHS – immortalised on one of the greatest OOH sites of all!  The perfect site for a national treasure.

This selection makes us think why brands & their agencies don’t capitalise more on our nation’s amazing athletes for their OOH ad campaigns.

Brands don’t have to always use or work with the most famous or expensive talent either.  The stories and values of many of our unsung elite athletes are hugely powerful and authentic.  You’ve just got to want to find them, hear them and celebrate them!

Perhaps in 2021, which promises to be THE BEST YEAR of sport for generations (post-covid), we will see more of our brilliant athletes celebrated in style in the out-of-home environment.

And after all, it only takes a bold  idea to make a meaningful connection with the great British public.  Just ask superhero athlete, Colonel Tom, aged 100, about the Piccadilly Wall of Fame!

What athletes have we missed?  Any glaring omissions from our selection you can think of?  OOH is a mighty canvas so which athletes do you think deserve to be celebrated on it?

54 Marathons, 28 Charities, 8 World Records, 1 Athlete | Sally Orange

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Tell us quickly about Sally Orange the person

I think I’m a fun (both fruity and colourful of course!), adventurous and caring person that tries to do my best in everything I do in my life. I’ve had many ups and downs like we all have, but I continue to learn more about the world every day. I enjoy most sports and have a real passion for endurance events and global travel. I’m extremely proud to represent several charities and also honoured to be the first female national ambassador for the Army Cadet Force.

How did you get into running?

To be very honest, although I really enjoyed running at school, I didn’t start taking it seriously until I was in my mid 30’s. I always had a dream of running in the London marathon after watching the first one as a little girl, but just didn’t have the confidence to apply. I also found it quite daunting too, the thought of running with tens of thousands of people and also the pressure of having to raise lots of money often made be doubt myself. I eventually plucked up the courage to take on the challenge and decided to run dressed as a superhero to have a bit of fun and hoped it would raise awareness for the Outward Bound Trust and to my surprise, I was awarded the Guinness World Record for the fastest marathon dressed as a superhero (Super Girl). This was where my running adventures started, and the rest as they say was history…

Why the fruit and veg angle?

As you know my name surname is ‘Orange’ although sometimes I’m sure people think I’m joking when I tell them! When I was younger, other children used to pick on me and call me names like ‘squash’, ‘juicy’ and would often laugh when my name was called out in assemblies when I was a child at school. As a grew older, I realised that my surname was in fact very different but saw it could be used as a positive to encourage people to eat healthy, be active and take care of their mental health. I actually decided to embrace the fruity surname and started running all my marathons dressed as different pieces of fruit. As it’s so much fun, I’ve now decided to move into the vegetable world as well!

What about the nuts?

Mental health is something that I’ve struggled with in recent years, having been diagnosed with anxiety and depression and also medically discharged from the British Army, I wanted to try and help some of the charities and organisations that have helped me over the years. I decided that I would run the London Marathon last year dressed as a peanut with a sign on me saying ‘Nuts About Mental Health: Together We Will Crack It’, as I very much believe in breaking down the stigma associated with mental health illnesses.  Unbelievably I was again awarded a Guinness World Record for the fastest marathon dressed as a nut!

That’s 54 marathons now.  What’s your target?  When will you stop?

It’s a great question and if I’m honest I don’t know! I don’t run to be the fastest or the fittest, I run because I enjoy it and I like making others laugh. People often ask me ‘what time are you going for?’ and I tell them with a smile, ‘just the time of my life’! As long as I’m fit and healthy enough, I will keep on running I guess…

What’s the most fun marathon you’ve ever run?

All my marathons have been incredibly fun whether it’s been the people I’ve met, the places I’ve visited or the costumes I’ve worn. It seems the wackier the fancy dress outfit the more smiles you get and there have been plenty of them over the years. I think if I had to pick just one (which is super difficult) I would say running as a big apple in the big apple (New York City) has to be right up there as one of my favourites. The response from the American people was amazing and they really appreciated my efforts too.

What’s the weirdest / most creative marathon you’re ever run?

The weirdest one has to be when I competed in the ‘Willy Waddle’ dressed as huge inflatable penis alongside 50 other people too all dressed in the the same costume. It was great fun and was all about raising awareness for testicular and penile cancer. My friends and I did get some strange looks from passers by but as always, after the initial shock there were plenty of laughs and smiles, we giggled all the way round!

What was the worst?

During the current coronavirus global pandemic I have had to get creative with my runs which have including running a full marathon on the street of the house I was staying at (ironically called ‘Why Not Lane’), and another around the exterior of the house and garden – both dressed as a slice of orange of course!! Every marathon is physically challenging, but the latter run was also really psychologically challenging and took me a very long time. I felt dizzy and physically sick from going around in circles for a whole day and into the night and it was something that I can safely say I wont be doing anytime soon again!

What’s the best part of what you do?

I’m very fortune to be able to travel the world on incredible adventures and also blessed to have met so many inspirational people on that journey too. My favourite part of what I do is using my experiences to try and inspire the next generation which is why I love my role as the national ambassador for Army Cadets. I’m also privileged to be invited into schools, youth organisations and charities to talk to others and share the lessons I have learnt with them and this is something I would like to do a lot more of in the years ahead.

Why is important to support all the military charities you have?

I think it’s always important to support charities where you can and help those that need help, especially heroes who have served our great nation, there are very few more deserving causes than this. As a military veteran that served in the Army for more than 20 years, by raising awareness and funds for military charities it allows me to continue to show my respect for our forces and also make a difference where possible. I am very proud to have served our country and I get a real sense of purpose from helping others that have served and continue to serve.

Tell us about role as Army Cadets UK ambassador? 

The Army Cadets is an incredible family and to be asked to be their first female ambassador is truly a huge honour and that comes with a lot of responsibility too, which I try to embrace to the best of my ability. For action and adventure, fun and friendship, the Army Cadet Force is hard to beat. With nearly 39,000 cadets (aged 12-18) and 9,000 adults in over 1,600 locations in every corner of the United Kingdom, the ACF is one of the country’s largest voluntary youth organisations in the world. My role is to help inspire, educate and support both cadets and volunteers who are the heart and soul of this amazing family.

What’s next for Sally Orange?

At the moment, just like everyone else, I am trying to stay productive and healthy in these extremely challenging and uncertain times. I’m really not used to staying at home for weeks on end and I will be heading back to the NHS to work as a physiotherapist in the coming weeks to try and help the incredible people who are doing their very best to keep us safe. I’m certain that in a few months from now we will all be in a better place together and we will be stronger as a nation for it too. Until then we have to keep the faith, enjoy the time we have with our loved ones and try to stay positive until we can start looking for our next adventure once again.

www.sallyorange.com

This article is in partnership with Castore, the premium performance sportswear brand that exists to make athletes better.  

Visit www.castore.com and use discount code CASTOREAMB20-ST1C for 20% off.

#betterneverstops

The rugby playing NHS physio battling COVID-19 | Jo Brown

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My Early Rugby Years

I am a 26 year old physiotherapist who is also a rugby player. I started my rugby carer at Glossop RUFC, playing for the boys U9’s team.  I didn’t really enjoy it much, I couldn’t really get into the amount of mud and contact involved.  Fortunately, I got another chance to try rugby when I was 13 and my dad helped set up the Glossop girls rugby team.  I went along because my dad wanted his daughters involved and my sister was more into sailing so rugby was left to me. I was pretty terrible when I first started, struggled with the basics like catching and tackling, but once it clicked, I was hooked!

I played every sport I could as a child.  My ADHD meant I was a bit of a handful so my parents actively encouraged participation in any activity which could tire me out even a little.  I think rugby was the one that stuck because I enjoyed how much there was to learn and improve on, meaning it was constantly changing and kept me interested. On top of this, I did enjoy the immense satisfaction of a big tackle and strong line break.

A lot of the girls I played with at Glossop also swam, ran and played multiple other sports meaning we spent quite a lot of time together. Despite this, it was only when we started to play rugby together than I felt I really got to know them. I was very lucky that the girls I played with made me feel like I could be myself, something that links all rugby teams I have ever played with and what makes the sport truly unique and difficult to step away from.

Sport wise, when I was younger I always wished to swim the channel (something which I am still determined I will do) so always have a keen interest in swimming when it’s on TV. My family also enjoy sailing holidays and I’m pretty good at pretending I know enough to participate. it’s also a pretty good rush hanging over the side of a boat knowing you’re at the mercy of the wind. I enjoy watching all sports really, anything which shows of athleticism and skill is enough to hook me.

Rugby Gets Serious

I began playing age grade rugby for Glossop and, after failing to get in once, managed to get into Regional U18s team. Looking back the first failure was also a blessing as it allowed then coach Howard Lycett, to point out the obvious, that I should move from winger to back row: so I did and made my way onto the team. I made my way through the pathway to the U20’s.

Teesside University was where I played and completed my undergraduate degree whilst playing on a Sunday for Mowden DMP Sharks. I was lucky enough to gain my first cap for England against Canada whilst at Northumbria University.  One year later I gained my second cap and participated in 2 games of that year’s 6 Nations Grand Slam year. I was also fortunate enough to be made a full-time rugby player for 8 months, playing against the Baa Baas at Twickenham, going on tour to San Diego with the team during this time.  I very much enjoyed my time as a professional rugby player and was sad when it ended.

For the last two years I have played for Loughborough Lightning.  Unfortunately, this time was marred with a long-term ankle injury, concussion and parasite in the eye which hospitalised me for 5 days, causing me to miss the first game of the season and play half blind for 3months (a bit of unfortunate timing really).

My NHS Work

I have worked for the NHS on and off since I graduated as a Physiotherapist in 2018.  The time I spent as a rugby player led to an 8 month gap and the nature of the Loughborough training calendar saw me take a zero hours contract with Derby Hospital. This meant I needed to be very flexible with where and when I work, which has come in handy during the current climate.  Prior to COVID-19 this meant I could pick my shift hours to try and work around training, fitting in skills and fitness as well. I also worked pitch side with one of the Loughborough men’s teams on a Wednesday, enabling me to be around campus for training and increasing my physio knowledge concurrently.

I currently work within the Elderly medicine therapy team and cover the COVID elderly wards.  The flexibility of my role has led me being required to work a varying number of hours and days to help where able. Thanks to COVID, we are now seeing different kind of patients with symptoms which are a lot harder to interpret. Our role has altered from mobilising and helping everyone early to trying to only step in and help patient when necessary/when they need help getting home. Not to mention wearing PPE constantly which often adds it’s own complications.  I have seen some very sad and some heart-warming cases of people affected and have felt and seen the mental and physical strain this has placed upon my fellow colleagues.

Keeping Fit in Covid

To keep fit/train I bought myself several pieces of equipment including an exercise bike. My plan was to give myself the challenge of biking the distance to Madrid as we were meant to go there for a trip in April, in less than the Google-advised 96 hours. This is proving a lot harder than I thought as I’m only 200 miles down with many more to go. Loughborough Lightening have also provided tailored  weekly fitness plans which I am trying to complete, although sometimes I am just way too mentally and physically tired from work to stick to it completely (if you’re reading this Stephen, I’m trying my best, promise!).

Prior to all this I did have a lot of travel plans as I’m a big fan of history and exploring historical places, but I guess those plans are on hold. During the little time left between work and rugby I do love to attempt a bit of baking too, although, I doubt Mary Berry would be fighting to try my bakes!

When we get back into rugby I want to continue trying to be the best player I can be. If that leads to me getting to the World Cup then that would be a dream come true.

Jo’s Rugby Background

Netherlands-born Jo was brought into rugby by her father David who was a coach at Glossop RUFC and she took up the game at 13.  She also spent time at Firwood Waterloo but combined playing at Darlington Mowden Park Sharks along with studying, and playing, at Teeside University where she was named the University’s sports woman of the year in 2015.   Jo remained with the Sharks from her debut in 2012 to the end of the 2017-18 season, while completing her studies for a Masters in Physiotherapy at Northumbria University.   She then moved to Loughborough Lightning for the start of the 2018-19 season where she helped the club finish third. The back row forward’s leadership skills have been recognised as she has captained a number of sides during her career including Northumbria Women, Teeside Women and Glossop U18.   Jo was awarded a full-time England contract in January 2019 and featured twice as a replacement during the 2019 Women’s Six Nations.

This article is in partnership with Castore, the premium performance sportswear brand that exists to make athletes better.  

Visit www.castore.com and use discount code CASTOREAMB20-ST1C for 20% off.

#betterneverstops

“We will get through this difficult time & come out stronger.” | Akani Simbine

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How are you coping generally during the CV crisis?

I am coping pretty well. I am trying to stay healthy, fit and just positive that the world will get through this difficult time.

How have you had to amend your training regime?

I have to train at home as we are in a lockdown and cannot go anywhere. I have some gym equipment with me that I use to do my sessions and my running sessions are a bit different as there not that much space to do the sessions I would do on the track.

Picture: Akani breakfasting with UK professional boxer Isaac Chamberlain back in October 2019.

How tough has it been for you mentally?

It’s been very tough because you’re battling having all kinds of snacks and food and you have a choice now to get up and chill or get up and train as you would. Also the fact that the goal for this year (Olympics) is not there anymore makes it a bit difficult in the sense of “what goal am I training for” because there just might not be a season but you push on because I don’t want to take a step back when we get ready for next year.

When not focussed on training what do you do?  Any gaming 1 on 1’s with other athletes?

I chill a lot. Well I don’t have much of a choice right now (!) but yes I do play FIFA online. Not sure who I play though cause it is random.

Is there anything new or surprising you have attempted to do with your daily schedule?

I’ve been trying to wash my shoes haha (!) but that is going slowly and also trying to read a book but that is also going slow haha (!).

Do you keep in touch with fellow SA / other athletes in lockdown?

Yes I do. We constantly check on each other and see how each one is handling this situation.

Picture:  Akani and Isaac at a UK business conference back in October 2019.

How disappointed were you with the decision to delay the Olympics?

I was disappointed as this year was Olympic year but now its another year away which means I have more time to get better and faster. So there’s an opportunity in this delay.

In recent training I am told your sprint times were your best ever.  How will you and your coach amend your training now the Olympics has been delayed?

We will just what we can do for now as we have to follow the law. That limits us with  the training but we don’t stop. I trust coach is missing training as much as I do but I know he has a plan.

Have you been able to help your local community in any way during the CV crisis?

Right now its all about spreading awareness and trying to get the message across that this is a serious thing we are dealing with.

What one message would you give your fans at this difficult time?

To stay at home, practice social distancing, wash your hands regularly and just stay healthy. As a world we will get through this difficult time and come out of it stronger.

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