Olympic legend Sir Mo Farah has joined forces with Buxton Natural Mineral Water and leading mental health charity Mind to promote physical movement, hydration and mental resilience as part of a year-long collaboration aimed at improving the nation’s wellbeing.
The partnership launches at a crucial moment. New research reveals that more than a third of Brits (35%) say their mental health feels worse this winter compared to previous years, reinforcing concerns around seasonal wellbeing and motivation during colder, darker months.
Despite this, the start of the year still brings positive intentions. Around 43% of people in the UK have set resolutions linked to physical activity in the past five years. Yet winter remains a major obstacle, with 38% admitting they struggle to stay active during this time of year.
Cold weather is the biggest barrier, cited by 78% of respondents, followed by dark mornings and evenings (61%), lack of motivation (45%), and feeling low or anxious (30%). For younger generations, the emotional toll is particularly evident, with one in five Millennials reporting feelings of loneliness or isolation affecting their ability to stay active.
Breaking Down Barriers to Winter Wellbeing
By addressing these challenges head-on, Buxton, Mind and Sir Mo Farah aim to show that small, manageable habits can make a meaningful difference. From moving in ways that feel accessible to maintaining good hydration, the campaign highlights how everyday choices can support both physical and mental health.
Sir Mo Farah is now leading the next chapter of Buxton’s ongoing “Sweat and Tears” campaign, which focuses on resilience, routine and realistic goal-setting. Working alongside long-term partner Mind, Buxton has committed to supporting more than one million people through events and mental health services between 2024 and 2026.
Speaking on the collaboration, 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.”
“This campaign is about helping people find a way to move that works for them, and reminding everyone that it’s okay to have days where things feel harder. Staying active and maintaining healthy habits, including proper hydration, can make a real difference to both body and mind.”
The Link Between Hydration, Exercise and Mental Health
The campaign also draws attention to hydration, an often-overlooked factor in mental wellbeing. While nearly three-quarters of Brits (72%) understand the importance of drinking around two litres of water a day, more than half (52%) admit they don’t meet this target.
According to Buxton and Mind, improving awareness around hydration, alongside encouraging gentle and achievable movement, could help re-ignite motivation during the toughest months of the year.
Warren Plaskett, Head of Marketing at Nestlé Waters & Premium Beverages UK, added:
“Sir Mo Farah perfectly embodies what the ‘Sweat and Tears’ campaign stands for — resilience, consistency and self-belief. Together with Mind, we’re committed to helping people stay active, stay hydrated and access the mental health support they need.”
A Year of Movement, Support and Action
Sir Mo Farah will continue working with Buxton Water and Mind across multiple initiatives throughout the year, with a second campaign set to launch in spring. As part of its long-term commitment, Buxton has also pledged £500,000 over three years to Mind, helping expand access to vital mental health services across the UK.
To learn more about the “Sweat and Tears” initiative and access practical exercise and hydration advice, visit Buxton Water’s Act Hub.
For immediate mental health support and resources, visit Mind.
