Tackling the Essex Way, one muddy step at a time
On 5 July 2024 I took on the Essex Way Ultra, a non-stop ultramarathon across the county from Epping to the coast at Harwich. In normal conditions it’s a very runnable route with some fantastic views. This time, it rained from start to finish.
The race
With low visibility and a cold snap coming through, I ran, walked and at times crawled the 82-plus miles to the finish. It was a test of grit, determination and, above all, adaptability.
Ultras need physical toughness, but they need mental resolve just as much. You have to dig in and change tactics when things don’t go to plan, whether that’s getting lost, picking up an injury or simply tiring after long hours on your feet.
What an ultra teaches you
An ultra is a test that takes more than brute force. These are the three things that got me to the finish.
Planning and preparation
Kit, nutrition and a race strategy all matter. The right plan can make or break your race.
Adaptability
Conditions change. Knowing when to switch tactics is what gets you to the finish.
Mental resolve
When it gets hard, you find a way to keep moving towards the next checkpoint.
Why I do it
When day-to-day life is full of noise and a busy schedule, a long race is a break from routine. Despite the conditions, it can be surprisingly meditative: a chance to unwind, take stock of what’s important and give the mind a refresh.
The route captures much of the natural beauty of Essex, from open fields and quiet villages to the coastal paths, and throws in a few challenges along the way. No two races are alike, and a lot can happen in 24 hours, but every one is a learning experience. You learn about yourself, appreciate what’s around you and test your body to its limits. And once you’re past the tough parts, it’s genuinely fun.
What running has in common with PPC
More than I expected. A good campaign, like a good race, starts with a clear plan and the right preparation. Things rarely go exactly as expected, so the skill is in reading the conditions and adjusting rather than sticking rigidly to the original plan. It’s the same adaptability I look for in anyone managing paid media, which I wrote about in what to look for in a PPC manager.
When I’m not working on PPC campaigns and digital marketing, you’ll usually find me taking on similar challenges to explore different parts of the country.
Need a hand with your marketing?
When I’m not out on the trails, I run Google Ads, Meta Ads and SEO for small businesses across Essex and London.
