The Athlete Media Group was born out of the sands of the Saharan 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.
He tented with 6 other athletes including wounded British veteran Duncan Slater who was aiming to become the first double amputee to successfully complete the famous 156 mile, 6 marathons in 5 days, race. Despite an heroic effort Duncan was forced to pull out on the very last day due to injury. Being the stubborn bastard he is he vowed to go back the following year and this time finish!
Mark agreed to go back in 2017 to support Duncan and witness history in the making. He tented with Duncan and his race partner Chris Moore who was in the vehicle behind him when he got blown up in Afghanistan. This time, despite severe sunstroke & 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 human endeavour had a profound effect on Mark.
“Seeing Duncan cross the finish line was beyond emotional and something I’ll never forget. The strength, courage and resilience he showed throughout the 2017 race and the smile on his face at the finish was nothing short of extraordinary.”
Duncan’s achievement inspired Mark to set up his own business in 2019 harnessing the power of sport and supporting purpose-driven athletes to do good in the world.