Our Story

The Athlete Media Group (AMG) was born out of the sands of the Sahara desert. 

In 2016 CEO & Founder, Mark Middlemas, entered the Marathon des Sables, the world’s toughest foot race to honour his late parents, He committed to raise valuable funds for military veterans’ charity, Walking With The Wounded, as his father served Her Majesty The Queen for 36 years.

He tented with six other athletes including AMG’s first athlete, wounded British veteran Duncan Slater. Duncan was aiming to become the first double amputee to successfully complete the infamous 156 mile / six marathons in five days, race. Despite a super-human effort, Duncan was forced to pull out on the very last day due to injury. Despite this setback he vowed to go back the following year and finish.

Mark agreed to return in 2017 and tented with Duncan again to support him and witness history in the making. This time, despite severe sunstroke and dehydration on the last night, Duncan ‘smashed’ the last day and became the first ever double amputee to successfully complete the Marathon des Sables.

Witnessing such a feat of athletic superpower had a profound effect on Mark. Duncan’s achievement inspired Mark to set up his own business in 2019 harnessing the power of sport and supporting purpose-driven athletes, like Duncan, to do good in the world.

Our #ChampionsofPurpose mission had started!

Helping athletes thrive and brands grow.

Do good. Play hard. Push boundaries. Have fun.
BE MORE.