Sir Mo Farah was part of the London Marathon this past Sunday, but he was not chasing a finish line. The four-time Olympic champion, who holds the British marathon record at 2:06:21, stepped onto the course at mile 24 along the Embankment to help everyday runners push through the section often called the wall.
His role was simple. Hand out bottled water. Offer a few words of encouragement. Remind tired runners they had more in them than they thought.
The appearance was part of a partnership between Buxton Natural Mineral Water and Mind, the UK mental health charity. The two organisations have been working together since 2023 on what they call the “Sweat and Tears” collaboration, which links movement, hydration and mental wellbeing.
Farah ran alongside four of Buxton’s “Sweat and Tears Runners,” all of whom were raising money for Mind. Among them was Jordan Adams, co-founder of The FTD Brothers. Adams completed the 26.2 miles with a fridge strapped to his back. The fridge was the point. His mother died in 2016 from early-onset Frontotemporal Dementia, and Adams later learned he carries the same genetic mutation. He is likely to develop symptoms in his 40s.
“Running a marathon pushes you to your limits, not just physically but mentally too,” Farah said. “We all hit that point where the head tells the legs to stop, but that is exactly when you have to dig deep. Everyone’s always got more than they think they’ve got, whether it’s one more step, or one more mile.”
Farah said elite athletes have something most marathoners do not. “As an elite athlete, I’ve always had a team pushing me and a crowd cheering me on. But for many, it can feel like a lonely battle,” he said. “I’m proud to be back on this course with Buxton and Mind to show that no one should have to face their challenges alone. Sometimes a few words of encouragement or a simple moment of connection makes all the difference.”
Mile 24 is the section where the wall tends to hit hardest. Glycogen stores are usually depleted by then. Pace tends to drop. Runners who trained for months find themselves walking, shuffling, or stopping altogether. The course there runs along the Embankment with the Thames on one side and only two miles still to go.
Last year, the partnership ran an effort called Side by Side, where family members and loved ones met runners at mile 24 to cheer them through the final stretch. This year, Farah took on that role himself. The Side by Side name comes from a Mind-run online peer support platform, which now has more than 100,000 users sharing experiences and offering each other support around the clock.
Warren Plaskett, head of marketing for Nestlé Waters and Premium Beverages UK, said the partnership stretches well beyond race day. “The TCS London Marathon is an inspiration to the whole nation, and at Buxton we’re beyond proud to be partnering ‘Side by Side’ with Mind and Sir Mo Farah at this year’s event to champion movement, hydration and mental wellbeing, as well as raising awareness of the Side by Side peer support platform.”
Emma Ackerman, executive director of income generation at Mind, said Farah’s appearance gave the charity’s online community a physical presence on race day. “The London Marathon is a powerful reminder of what people can push through, but no one should have to struggle alone,” she said.
“By showing up at such a tough point in the race, Sir Mo Farah brings Mind’s ‘Side by Side’ community to life in a really tangible way. Just as he’s there for runners when they need it most, our online community is there for people in life’s harder moments, offering a safe space to share, listen, and feel less alone.”
