The Fitness Factor

 
 
There's something about spring that stirs something in all of us. The days are getting longer, the mornings are lighter, and that dull, grey weight of winter starts to lift. If you've been meaning to do something about your fitness, this is your moment. Not January's forced resolve. Not a new year's promise you've already quietly shelved. This is spring: nature's actual fresh start.

I know, because spring played a role in my own journey. A journey that took me from being three stone overweight to standing on the start line of the Ironman World Championships in Kona. If that sounds like a different universe to where you are right now, good. It felt that way to me too. But it all began with a single decision, and a single book.

Rich Roll's “Finding Ultra” inspired me to set an audacious goal: completing an Ironman, despite having never run more than six miles. What I discovered along the way wasn't just fitness. It was a framework for transformation that applies just as powerfully to business as it does to sport. Here's what I learnt.
 
 
1. The Science Gives You Every Reason to Start

Let's start with the numbers, because they're compelling. Your VO2 max, essentially a measure of how fit your body is, is one of the strongest predictors of how long you'll live. Those in the top 10% of fitness for their age group live approximately five years longer than those at the bottom. Five years.

VO2 max naturally declines by around 10% per decade, but here's the critical bit: if you start from a higher baseline, you stay fitter for longer. As Peter Attia puts it in “Outlive,” the goal is to “die young as late as possible.” Spring is the ideal time to start building that baseline.
 
 
2. Practice Beats Talent — Every Time

One of the most liberating things I've discovered through endurance sport is this: you don't have to be naturally gifted. You just have to show up consistently and train smart.

The 10,000-hour rule, popularised in Matthew Syed's “Bounce”, tells us that mastery comes from deliberate, structured practice, not innate ability. In fitness terms, this means having a proper training plan and following it. Most people train in what’s known as “zone 3”- a moderate intensity that feels hard enough to feel worthwhile, but isn't producing the results they want. The sweet spot? Spend 80% of your time in “zone 2” (conversational pace, you can still talk) and 20% going all out. It’s counterintuitive, but it works.
 
 
3. You Were Born to Move

Christopher McDougall's “Born to Run” changed my relationship with exercise entirely. Humans evolved as distance runners. We can regulate heat better than almost any other animal on the planet; it's why our ancestors could hunt prey to exhaustion across open terrain. When I stopped seeing running as something to be endured and started seeing it as a connection to our evolutionary design, everything shifted. Spring is the perfect backdrop for this. Get outside. Feel the ground under your feet. Let the season do half the work.
 
 
4. Find Your Tribe

Research by Daniel Lieberman confirms what most of us sense instinctively: humans are built to be both active and social. When I joined swimming and cycling groups, my performance and enjoyment improved dramatically compared to training alone. I swim faster. I cycle harder. And I actually look forward to it. If you’ve been white-knuckling a solo routine through winter, spring is the perfect time to find a running club, a park fitness group, or a friend who’ll hold you accountable. Community doesn’t just make it more fun- it makes you better.
 
 
5. Your Brain Will Quit Before Your Body Does

Alex Hutchinson’s “Endure” makes a fascinating argument: it’s your mind, not your muscles, that reaches its limits first. The classic example is ultramarathon runners who can barely walk at mile 60, yet somehow manage personal bests in the final 10k when the finish line is in sight. Your mind is the gatekeeper. The good news? You can train it. And spring, with its energy and optimism, is your greatest ally in rewriting the mental story you've been telling yourself about what you’re capable of.
 
 
6. Sleep Is Where the Magic Happens

Elite Kenyan runners have a saying: “Quiet, I’m getting fit”, and they say it during rest. Recovery isn’t a nice-to-have; it’s where your body actually adapts and improves. Athletes who sleep eight or more hours per night suffer 30% fewer injuries. And here’s a virtuous cycle worth starting: exercise improves sleep quality, and better sleep improves performance. With lighter spring evenings and warmer mornings making early exercise infinitely more appealing, there has never been a better time to build this habit.
 
 
7. Small Habits. Massive Results.

James Clear says it best in “Atomic Habits”: “You don’t rise to the level of your goals; you fall to the level of your systems.” The most powerful thing I’ve done for my fitness isn’t training for an Ironman, it’s building a morning routine that makes exercise the default, not the exception. Lay your kit out the night before. Put your trainers by the door. Make the choice easy before your sleepy brain gets a say. Spring mornings are made for this.
 
 
8. Set a Goal That Scares You a Little

When I finished my first Ironman, qualifying for Kona felt like pure fantasy. Yet somehow, I achieved exactly that. There’s something about a specific, ambitious goal that focuses the mind and drives precise action. Mark Beaumont set out to cycle around the world in 80 days and finished in 79. Audacious goals work. So, what’s yours? A 5k? A triathlon? Cycling across the country? Pick something that excites and terrifies you in equal measure, and start moving towards it this spring.
 
 
9. Hard Things Build Better People

Spartan Race founder Joe De Sena argues that modern life doesn’t naturally build the mental resilience that previous generations developed through necessity. Physical challenge fills that gap. It builds toughness; not just in your legs, but in your character. The person who crosses the Ironman finish line is simply not the same person who stood nervously at the start. Challenge changes you. And it changes you for the better.
 
 
Your Spring Starts Now

Fitness isn’t about the finish line. It’s about who you become in the pursuit of it. And the pursuit doesn’t require a perfect plan, expensive kit, or a lifetime of sporting pedigree. It requires one decision, made today.

Being scared? That’s just excitement in disguise.

What single step will you take today to begin?

If you’re looking for some inspiration for endurance sport, and even business, my latest book ‘The Business of Endurance’ is out now:

The Business of Endurance: Life and Business Lessons from the World of Sport

The Talent Tapestry Weaving Passion, Purpose, and Profit podcast version

 
 
This powerful tool has been a cornerstone of my work, helping millions of people around the globe unlock their true potential and live a life of purpose and fulfilment.
 
 
The Concept of the Talent Tapestry

The Talent Tapestry is a unique framework that helps you identify and weave together your diverse talents, skills, and strengths to create a rich tapestry of who you are. It's a journey of self-discovery, where you'll uncover the hidden patterns and connections that make you exceptional. By embracing this tapestry, you'll unlock the doors to achieving your dreams and making a lasting impact on the world.
 
 
The Power of Self-Awareness

The first step in harnessing the power of the Talent Tapestry is to develop a deep understanding of yourself. This means acknowledging your strengths, your weaknesses, and your passions. It's about recognising what drives you, what you stand for, and what you want to achieve in life. Self-awareness is the foundation upon which you'll build your tapestry, and it's the key to unlocking your true potential.
 
 
Identifying Your Talents

Now, let's talk about identifying your talents. Your talents are the unique abilities that set you apart from others. They're the things you do naturally, the things that come easily to you, and the things that bring you joy. When you focus on your talents, you'll find that you're more productive, more motivated, and more fulfilled.
 
 
Weaving Your Tapestry

Once you've identified your talents, it's time to weave them together into a cohesive tapestry. This is where the magic happens. By combining your talents in innovative ways, you'll create a unique value proposition that sets you apart from others. You'll discover new opportunities, new passions, and new ways to make a difference in the world.
 
 
The Impact of the Talent Tapestry

The Talent Tapestry is not just a tool for personal growth; it's also a powerful tool for making a positive impact on the world. When you're living a life that's true to who you are, you'll be more inspired, more motivated, and more committed to making a difference. You'll become a beacon of hope, a source of inspiration, and a force for good in the world.
 
 
Conclusion

In conclusion, the Talent Tapestry is a powerful tool that can help you unlock your true potential and live a life of purpose and fulfilment. By developing self-awareness, identifying your talents, and weaving them together into a cohesive tapestry, you'll unlock the doors to achieving your dreams and making a lasting impact on the world. So, I encourage you to embark on this journey of self-discovery, to unleash the power of the Talent Tapestry, and to live a life that's truly extraordinary.

The true power of goal setting isn't just about reaching the destination—it's about who you become on the journey.

Think about it: when you set a goal that seems impossible but deeply exciting, something magical happens. Even if you don't fully achieve it, the process transforms you. When I first put "Complete an Ironman" on my three-year goal list, I couldn't even run more than six miles. But that ambitious goal pulled me forward, leading me to complete marathons, ultramarathons, and eventually several Ironman competitions.

The best goals share two crucial characteristics: they scare you a little and excite you a lot. This combination creates the perfect tension that drives sustained action, even when challenges arise.

Consider Sebastian Bellin, who was severely injured in the Brussels Airport bombing. While recovering in his hospital bed, he watched the Ironman World Championship in Kona on TV and decided, "I'm going to do that." Despite doctors saying he might never walk again, he completed the race. Or Billy, who lost both legs in a racing accident yet took two hours off the double amputee record at Kona.

These aren't just inspiring stories—they're demonstrations of what happens when someone sets a goal so compelling that it overcomes all excuses. Ryan Stram, who swam the English Channel and completed an Arctic Mile swim in sub-zero temperatures, describes how we become "excuse magnets" when things get difficult. Having a goal that genuinely excites you provides the counterforce needed to overcome this tendency.

The ABC goal framework helps structure this thinking:

• A Goals: Things you know how to do
• B Goals: Things you think you could do
• C Goals: Things you know what you want to do, but not how you'll accomplish them

The "C Goals" are where the magic happens—they require you to grow, learn, and become someone new.

What also matters is creating "Always Rules"—principles that guide your yearly goals. Mine include "always have a family passion holiday," "always have a reason to learn and create," and "always have a health date in the diary." These rules ensure consistent growth across all life areas.

When evaluating potential goals, rate them on the "Scary-Exciting Scale." If a goal rates low on both, it's probably not worth pursuing. If it's high on fear but low on excitement, you'll likely abandon it when things get tough. The sweet spot is moderate fear with high excitement—these goals pull you forward naturally.

Remember: ships are safe in the harbour, but that's not what ships are built for. The most memorable experiences in life often come from stepping outside your comfort zone and pursuing goals that initially seemed impossible.

What goal could you set that would excite and scare you just enough to pull you toward your best self?

Your competitor isn't the firm down the road with better marketing.

It's not the new startup with venture capital backing.

It's the business owner in your exact sector who figured out AI six months ago—and is now doing the work of ten people while you're still drowning in admin.

The Blockbuster Moment Is Happening Right Now

Remember when Blockbuster had the chance to buy Netflix for $50 million and laughed them out of the room?

"We don't need streaming," they said. "People love coming to our stores."

Three years later, Blockbuster filed for bankruptcy. Netflix is worth $150 billion.

Here's the uncomfortable truth: you won't lose your business to AI. You'll lose it to someone who uses AI better than you do.

And that clock is ticking faster than you think.

The Intelligence Explosion You're Not Prepared For

Mo Gawdat, former Chief Business Officer at Google X, wrote in Scary Smart that by 2049, the intelligence gap between AI and humans will be equivalent to the gap between Einstein and a fly.

That's 25 years away.

But here's what matters right now: AI tools available today—tools you can access this afternoon—are already transforming how professional service businesses operate.

The question isn't whether AI will change your sector. It's whether you'll be leading that change or scrambling to catch up.

Where AI Actually Makes Money (Not Just Hype)

Forget the sci-fi scenarios. Here's where AI is generating real competitive advantage today:

Operations That Run Themselves Tools like Fireflies.ai and Otter.ai don't just transcribe your meetings—they extract action items, create follow-up tasks, and generate client-ready summaries. What used to take 30 minutes of admin now happens automatically.

Content That Actually Converts AI can transform your scattered thoughts into polished marketing copy, client proposals, or educational content in minutes. But the real power? It learns your voice, your clients, your positioning—and creates content that sounds authentically you.

Strategic Insights You'd Otherwise Miss Feed AI your customer feedback, sales calls, or market research, and it spots patterns you'd never catch manually. That's not efficiency—that's competitive intelligence.

Customer Experience at Scale Personalised email sequences, intelligent chatbots, customised client onboarding—all running 24/7 without you lifting a finger.

Your First AI Move (Do This Tonight)

Before bed tonight, ask yourself one question:

"How is AI going to impact my sector, and what can I do with AI that gives me a competitive advantage?"

Then open ChatGPT (or Claude, or any AI tool) and literally ask it that question. Include specifics about your business.

You'll be shocked at what comes back.

The Chief AI Officer You Need

Every business needs someone thinking strategically about AI integration. In most small businesses, that person is you—at least initially.

This doesn't mean becoming a tech expert. It means:

• Staying informed about AI developments in your sector
• Testing new tools as they emerge
• Training your team on AI capabilities
• Continuously asking: "Could AI do this better?"

The Real Risk (It's Not What You Think)

The risk isn't that AI will replace you.

The risk is spending the next five years working exactly as you do now—while your competitors are leveraging AI to:

• Deliver faster
• Charge less (or maintain margins while delivering more value)
• Scale without hiring
• Provide insights you simply can't match manually

By the time you catch up, they'll be ten steps ahead.

Stop Waiting for the "Right Time"

There's no perfect moment to start with AI. The learning curve exists regardless of when you begin.

But here's the truth: every day you delay is a day your competitors are pulling further ahead.

Start small. Pick one area of your business that frustrates you. Research AI tools that address it. Test one this week.

Ready to Actually Implement AI?

Understanding AI's potential is step one. Implementing it strategically in your business is where the real transformation happens.

We're running a live workshop showing exactly how to integrate AI into your backstage operations—with specific tools, real demonstrations, and actionable strategies you can implement immediately.

Learn how to get AI running your business →

Because the future belongs to those who build it—not those who watch it happen.

By Charlie Reading

The wind slammed into me like a freight train. The rain blurred my head torch into a halo of useless light. Beneath the cliffs, the Atlantic roared against the rocks in rhythmic, thunderous applause, or perhaps a warning. I was 16 hours into the Arc of Attrition. 58 miles deep. My right knee was in open rebellion. Every descent felt like someone was stabbing the joint with a screwdriver. My pole had stopped being a tool. It was now a crutch.

And right there, clinging to the Cornish coastline in the dead of night, I found clarity:

I wasn’t going to finish.

But that wasn’t the real story.

The real story is why I was out there in the first place.

Set a Goal That Scares You

When I designed this triathlon challenge (swim, bike, run) it wasn’t about crossing a finish line. It was about not knowing if I could. The swim? Three times further than I’d ever gone. The bike? Nine consecutive 100+ mile days. And the run? The Arc of Attrition. One hundred miles of exposed cliff path, technical terrain, brutal cut-offs, and no pacers. It was double the furthest I’d ever run.

This wasn’t about ego. This was about growth.

Because the truth is, goals that are safe rarely change us.

But goals that scare us?

They pull us into becoming someone new.

The Edge Isn’t the Enemy - It’s the Teacher

From the very start, the Arc tested me. Storm Ingrid hurled 50mph winds into our faces. Trails were so boggy, I renamed it ‘Stomp in the Swamp’! Every footstep was a negotiation with gravity and grit. By mile 30, my knee gave up on running, so I leaned into power hiking. Strong. Focused. Gaining time. I scraped through Lizard Point with 10 minutes to spare. Turned west. Found rhythm. Found light in the darkness.

And I started to believe.

Even with the pain, even with the conditions—I thought maybe, just maybe, I could still beat this thing.

But pain has a way of catching up. By Mousehole, the terrain turned savage. Huge boulders. Cliff-edge scrambles. Stream crossings in total darkness. By Minack Theatre, I was descending like an OAP just to manage the pain. The paracetamol helped; until it didn’t.

Then came the choice: risk permanent damage for another 42 miles I knew I wouldn’t finish… or make the call to stop while I still could.

I chose to stop.

58 miles in.

My first DNF.

Failure Isn’t the Opposite of Success

There’s this idea that not finishing means not succeeding.

But I don’t buy that. Not anymore.

Failure isn’t the opposite of success. It’s part of it.

In fact, if your goals never lead to failure, chances are they weren’t stretching you enough in the first place.

Would I rather have finished? Of course.

But am I proud of where I got to? Absolutely.

Because the goal didn’t just take me to mile 58.

It pulled me into the best version of myself—mentally, physically, emotionally.

The goal gave me the growth.

The journey gave me the wisdom.

And the failure?

It gave me something even more valuable: perspective.

What I Learned at the Limit

• My knee has a limit—and it’s worth listening to.
• Brutal weather doesn’t scare me. Not anymore.
• Caryl is an incredible crew—calm, strategic, unshakable.
• Kerry Sutton’s coaching gave me the resilience to think clearly in the storm.
• Over 60% didn’t finish. Hundreds never even started. I wasn’t alone.
• I am more capable—and more vulnerable—than I realised.

These are the gifts you get only when the challenge is big enough to beat you.

Goals Should Be Worth Failing At

This race didn’t make me feel like a failure. It made me feel alive.

And more than that, it confirmed something I’ve come to believe deeply: The purpose of a goal isn’t to hit it. It’s to become the kind of person who could.

The Arc pulled the best out of me. It exposed weaknesses I need to work on. And it gave me clarity on what matters next.

Will I return to the Arc? Maybe. Maybe not.

But I will keep setting goals that might break me.

Because they’re the only ones that truly build us.

One Life to Live

I took on this challenge to raise money for MNDA, and I’m deeply grateful to everyone who supported me along the way. If you’ve already donated—thank you. If you’d still like to, the link is below.

Sponsor link: https://www.justgiving.com/page/longest-triathlon?newPage=true

If you’re on the fence about taking on something big—something you’re not sure you can complete—here’s my advice:

Do it.

Not because you’ll definitely succeed.

But because, succeed or fail, you’ll grow. You’ll learn. You’ll transform.

And as I reminded myself with the Ezra Collective playing through my headphones in recovery:

“You’ve got one life to live, so give it all that you can give.”