It is easy to by cynical when brands claim that they are inventing or re-inventing a concept and bringing it to the people, when in fact what they are doing is hitching their wagon on something really cool and riding it all the way to the bank. There are some really horrible examples of this. But there are also times when brands can really genuinely inspire and motivate. That is the power that brands have (in fact I believe it is their responsibility, but that is a post for another time). And today it happened to me.
For the past couple of years I have been struggling to fill the void that has been left by me not training for a tilt at my marathon PB. The truth is that without the motivation and focus to nail 9 or 10 runs a week, because of my commitment to, and excitement about, the businesses that my wife and I have launched, I have drifted physically. I have allowed my fitness to slowly ebb away (made worse by getting older and not adjusting my diet from the days when I was running 85-90 miles per week). Generally I have been feeling quite pissed off with myself.
What I have been told over and over again, is that I should do more varied activities. More intervals. Different sports. Mix it up. There have been so many people telling me, or showing me, this that I won’t attempt to list them all here. But Julie (my wife) has been chief amongst them. My friend Tony from Nike. My friend and one-time coach Nick. The chap who did my body composition analysis a while ago. Every copy of every fitness magazine I have read. Charlie Dark from the RunDemCrew. They have all told me or shown me the same thing.
But today it feels that I reached a tipping point.
I was invited to the official launch of The North Face’s Mountain Athletics project. This is an all-encompassing programme that includes footwear and apparel, a training app and regular training events that The North Face stores around the world.
The idea behind this is that TNF have recognised that athletes – especially those doing amazing things in the mountains – train like maniacs to allow them to do the things that TNF ultimately sponsors them for. The brand now wants to wrap its arms around the hours, days, weeks and months that athletes spend preparing themselves as much as they want to own the moments of success.
The launch event started off pretty typically. A room full of journalists, influencers, athletes and brand people. Coffee. Pastries. Yoghurt.
Then we had a series of presentations. Bonita Norris, the youngest British woman to reach the summit of Mount Everest, was the host. She introduced the head of Mountain Athletics from The North Face who described the idea behind the programme and the apparel and footwear. Then climber James Pearson took to the stage to talk about preparation for the climbing that he does with his wife.
Sir Ranulph Fiennes. We were treated to the greatest living explorer in full-on dry humoured flow, talking about his youth, years in the army and the SAS and the incredible expeditions that he has undertaken and which are his career. I can only say that if you have the chance to hear Sir Ran talk, go. It is an experience not to be missed.
Then after all the talking, we were told that we should go through to the next room to get involved in some training.
Now I have been to enough launch events to know that most of the time the safest option is to cater to the weakest possible attendee. By not making the physical activity in any way challenging, the cigarette smoking, just-back-from or still injured, out-of-shape journalists or influencers can take part and the brand will get the coverage it wants.
Not The North Face.
We were faced with three channels – training for skiing, training for climbing and training for trail running.
We were randomly assigned to a channel.
In each channel there were ten exercises paired into five stations.
We found a partner and did each exercise twice, alternating between us.
So that might be one person doing lunges whilst the other did step-ups.
For one minute.
Then we swapped.
So each channel took 20 minutes (excluding a brief pause between each station while we moved). And we were ‘invited’ to do all three channels.
I have not felt so knackered, out of my depth, sweaty and in pain for quite a while (it could be getting on for years!) But I have also not felt so excited, exhilarated, alive and pumped for the same amount of time.
To put it mildly, I loved it. I was crap at lots of it. My arms and legs and core feel battered, typing this five hours after we finished. I am ravenously hungry. And I wish I could go back for more.
The kit, such as it was, did a great job. A really nice pair of baggy shorts and a t-shirt. And a pair of shoes. The shoes are interesting. They are not – in my opinion – right for running. But for what we were doing, they were perfect. Low-profile, grippy, light and they look pretty durable. You can check out the range here.
So where does that leave me? I have always said that I am a lazy person. Possibly part of the reason I ran reasonably well is that I did what was necessary. No more. I have shied away from the gym, cross-training and fitness. I just ran. But today I had the time of my life. I was sweating so much that I couldn’t grip the handle of the kettle bell. I was bend-double at times. My puny arms took a hammering. But I loved it. I am 100% convinced now that this is the way forward. I will always be a runner, but I have seen the light. Thank you The North Face – it was a very entertaining morning. But more than that, you have given me the chance to actually experience the thing that I have known I should have been doing all along. And it was excellent. Please check it out yourself if you are interested and if anyone wants to do some mountain athletics training with me, I’m definitely game.