Britain’s most decorated distance runner, Mo Farah, has joined forces with Virgin Red to encourage people across the UK to break free from routine and embrace spontaneity through a brand-new campaign called “Go-Mo”.
The initiative aims to inspire people to trust their instincts, say “yes” more often, and step outside their comfort zones — whether that means booking a last-minute trip, trying a new experience, or simply changing up everyday habits.
Sir Mo Farah Surprises Londoners With Last-Minute Holidays
To launch the campaign, Sir Mo took to the streets of London surprising unsuspecting passers-by with spontaneous getaways and bucket-list experiences. There was only one catch — participants had to agree to leave almost immediately.
Among the surprise experiences on offer were:
- A luxury voyage departing from Athens
- A last-minute trip to South Korea
- A skydive experience with Virgin
The campaign transforms “FOMO” into “Go-Mo” — described as the split-second decision to trust your gut and embrace something unexpected.
According to new research commissioned by Virgin Red, over half of Brits (54%) admit they struggle to act in the moment, while 66% say they have turned down opportunities because they felt overwhelmed or outside their comfort zone.
Real-Life Winners Embrace the “Go-Mo” Mindset
One of the lucky winners was 67-year-old Jane Snowden and her husband Andy from Shropshire, who unexpectedly found themselves saying yes to a week-long cruise from Athens after spotting Sir Mo Farah on the street.
Jane said the couple were “completely stunned” when they realised they had won the holiday, adding that it was something they never would have planned themselves.
Another participant, Anna Troughton, 30, agreed to take part in the challenge before discovering she had won a spontaneous trip to Seoul departing the following day.
Her reaction perfectly captured the spirit of the campaign:
“It’s definitely made me realise I need to say yes more often.”
Research Reveals Brits Are Stuck in Their Comfort Zones
The campaign also highlights how routine-driven modern life has become.
Virgin Red’s research found:
- 77% believe overthinking prevents people from enjoying experiences
- 60% have missed opportunities because they didn’t act quickly enough
- Only 7% say they actively embrace new opportunities
- 55% repeatedly visit the same holiday destinations
- 70% regularly rewatch favourite TV shows
- 65% prefer staying in over going out
The findings suggest many people want adventure but struggle to take the first step.
Dr Tara Swart Explains Why Spontaneity Matters
World-leading neuroscientist Tara Swart partnered with the campaign to explain the science behind “Go-Mo”.
According to Dr Swart, embracing novelty can improve emotional wellbeing, cognitive flexibility, and even our perception of time.
She explained that routines cause life to feel faster because the brain stops processing familiar experiences as memorable moments. Introducing small changes — from taking a different route home to trying new cultural experiences — can help people become more present and engaged.
Sir Mo Farah on Learning to Trust Your Instincts
Sir Mo said:
“I’ve learned that some of the best moments in life happen when you trust your gut and just go for it.”
The Olympian added that saying yes to unexpected opportunities has helped create some of his most memorable life experiences, both personally and professionally.
Virgin Red Encourages the UK to Embrace Adventure
Andrea Burchett, Chief Loyalty Officer at Virgin Red, said many people retreat into familiar routines and forget how exciting spontaneity can be.
Through the Go-Mo campaign, Virgin Red hopes to inspire consumers to rediscover adventure through its range of travel, entertainment, and lifestyle experiences.
Those interested can explore experiences and earn rewards directly through the official Virgin Red website.
Dr Tara Swart’s Top “Go-Mo” Tips
Break Your Routine
Small changes to your daily habits can help refresh your brain and improve wellbeing.
Try Something New Every Day
Even tiny acts of novelty can help strengthen adaptability and confidence.
Embrace Culture and Nature
Visiting galleries, attending live music events, or spending time outdoors can reduce stress and boost happiness.
Build Small Habits
Micro-changes are often more sustainable than dramatic lifestyle overhauls.
Trust Your Gut
Learning to listen to intuition can improve decision-making and emotional wellbeing.
