Sir Mo Farah Joins Buxton and Mind to Inspire Winter Wellness Across the UK

Olympic legend Sir Mo Farah, Buxton Natural Mineral Water, and UK mental health charity Mind have united to champion physical and mental resilience in a year-long collaboration. The launch comes at an important moment, as research highlights that this winter is shaping up to be a particularly significant time for mental wellbeing, with more than a third (35%) of the nation admitting they feel worse compared to previous winters.

Encouragingly, the start of the year sees Brits setting positive intentions to move more and look after their health, with 43% having set resolutions related to physical activity in the last five years. Yet many are finding it hard to stay active during the winter months (38%). With early January seeing chilly subzero temperatures, those who find it hard to stay active in the winter months cite the cold weather as the biggest challenge (78%). Whilst dark mornings and nights (61%), lack of motivation (45%) and feeling low or anxious (30%) make up the top four reasons. Feeling lonely or isolated in the winter months is also an issue for a fifth (20%) of millennials who find it hard to stay active in the winter months, highlighting just how important the right support can be.

By addressing these barriers and making small, achievable changes, Buxton, Mind and Sir Mo Farah are on a mission to help improve the nation’s overall mental wellbeing. Simple habits from staying active in ways that feel manageable, to maintaining good hydration can play a valuable role in supporting both physical and mental health throughout the winter months and beyond.

Buxton has announced that Sir Mo Farah is joining the next stage of the Buxton 'Sweat and Tears' campaign. Together with long-term partner Mind, Buxton is committed to helping break down the barriers that so many face every day, inspiring a year of movement and hydration, and supporting more than one million people through events and services between 2024 and 2026.

Sir Mo Farah said, “I’ve seen first-hand how powerful exercise and hydration can be, not just for your physical health but for your mind as well. But I also know that getting moving isn’t always easy, especially during the darker months, when motivation can dip. That’s why I’m so passionate about Buxton and Mind’s ‘Sweat and Tears’ campaign. It’s about helping people find a way to move that works for them, and reminding everyone that it’s completely okay to have days where things feel harder. Staying active and maintaining healthy habits, including proper hydration, can make a real difference to both a healthy body and a healthy mind. Just as importantly, it’s about knowing that support is there when you need it.”

The Buxton and Mind partnership aims to re-ignite the nation’s motivation, providing practical tools and inspiration to overcome common barriers to exercise. The new research reveals more than half (52%) of Brits say they don't drink enough water in a day, despite almost three-quarters (72%) knowing how important drinking 2 litres a day is for their mental wellbeing. The campaign spotlights the crucial link between physical activity, hydration and mental health.

Warren Plaskett, head of marketing, Nestlé Waters and Premium Beverages UK, added, “We are thrilled to have Sir Mo Farah lead the charge for ‘Sweat and Tears’ this year. His dedication and understanding of both physical and mental resilience perfectly embody what Buxton and Mind’s campaign is all about — staying active, staying hydrated and supporting mental wellbeing. Together we are committed to helping people find their stride, supported by hydration and accessible mental health resources”

A year of movement and support

Sir Mo Farah will be partnering with Buxton Water and Mind on several campaigns throughout the year to spread this important message. A second campaign will launch in the Spring.

As part of its ongoing commitment, Buxton is donating £500,000 over three years to Mind to help significantly increase access to vital mental health support services across the UK.

To learn more about the 'Sweat and Tears' mission and access supportive resources including key exercise and hydration tips, visit here.

For anyone, seeking immediate help with their mental health, visit here.