Callum Elson showcases an alternative approach, transitioning from Leeds United to Team GB.

At the British Indoor Championships in Birmingham, Callum Elson stumbled at the finish line and got up with a pained look on his face. He has mixed feelings about winning the silver medal – satisfied with achieving his first national medal, but also experiencing a lot of distress in the following hours. Despite coming in ahead of bronze medalist Adam Fogg, who also had the required time for the upcoming Glasgow championships (3:53.50), Elson had to wait to be officially confirmed for a spot in the Glasgow World Athletics Indoor Championship. However, any remaining injuries from his fall were forgotten after securing a highly coveted spot on the team of only 20 athletes for the individual events. This adds to Elson’s accolades, having previously competed in road races and cross country events, and serves as further validation for the difficult and unconventional path he took to reach the top of the sport.

After going through various experiences as a football player during his youth, which included a stint at Leeds United’s academy, Elson was forced to pivot due to the Covid pandemic, closing one chapter and beginning another – a common experience during such a difficult time.

“I have consistently played football and it was mainly based on my physical abilities rather than my technical skills,” explained Elson to the Independent from his hotel in Glasgow. He eagerly awaits his men’s 1,500m heat on Friday evening at 8:10pm. “My communication and leadership on the field also played a role in my career, which is why I continued playing football even after leaving the academy system.”

After finishing university, I realized I would not become a professional football player. My options were to play semi-professional football or focus on running, and the decision was made easier by the Covid pandemic. With the season canceled, I turned to running as a way to stay active. As a beginner, I increased my training and distance, and soon noticed significant improvements in my speed and endurance. This sparked my passion for running and I became hooked on seeing my progress.

Elson has utilized a unique approach to achieve success in a relatively unknown sport that struggles to find financial backing and opportunities. Despite facing challenges, he has managed to prove his skills at a highly competitive level. Instead of traditional methods, the British athlete embraced social media and gained a significant following on Instagram and YouTube with his moniker, The Distance Project. Similar to world champion Josh Kerr, who will be participating in the 3,000m race this week and takes pride in having a support team that includes a personal chef, Elson displayed his business mindset by hiring a videographer to document his journey.

Elson, a noteworthy contender, has lowered his personal record in the 1500m race from 3:40 to 3:35 last year. He covered his own expenses to travel to Boston earlier this year in hopes of meeting the world standard and qualifying for Glasgow. He returned to the UK with a time of 3:53.22, shaving five seconds off his previous best. This impressive performance put Elson in fifth place on the all-time British indoor mile list.

“It’s not easy to convey the difficulty of running to the average person in terms of the level of accomplishment or performance,” Elson states. He recently signed a professional contract with Hoka. “Even with Formula One, people drive cars daily so they can comprehend the speed, but it’s a gradual process.”

“We have increased our budget for activities that align with my goals. Is there anything I can save for future use? What can I provide to a brand in exchange for featuring their products or services in my content? This is not for profit, as all funds will go towards these endeavors. In the past, we may not have had the credibility of being a GB athlete, winning medals, or having a large following. The success of our performances on the track and road is the main reason for creating quality content. I do not want to be known as someone who prioritizes creating videos over athletic ability.”

Is there added stress to do well, considering the large YouTube audience eagerly anticipating a new video? Elson is confident that this pressure has given him an extra drive to outdo his competitors, as a great performance will result in higher viewership.

Elson admits that she loves doing it, as there is added pressure and motivation. She focuses on the potential positive outcomes, rather than the negative consequences if she doesn’t perform well. The possibility of winning or getting a new personal best serves as great motivation for her. Additionally, the presence of viewers at events and their support and requests for photos further inspire her to do well. The videos also push her to strive harder, and she has a great understanding with her cameraman Charlie regarding when to be filmed and when not to, especially when she’s not feeling her best.

Elson understands that his focus should still be on time and performance, but marketing plays a significant role in his career. He is impressed by Kerr’s recent growth in terms of personal brand and his engaging trash talk, which has led to a developing rivalry with Olympic champion Jakob Ingebrigtsen.

Elson expresses her fondness, stating that being a pioneer often leads to receiving criticism. In the world of endurance sports, it’s easy to forget that we are all part of a larger community of track and field athletes. While sprinters have been incorporating celebratory gestures for a long time, we as endurance athletes must remember that we are also entertainers.

“When you have a paying audience or online viewers, your purpose is to generate excitement. To increase your commercial worth, this is the goal you should focus on.”

“The success must accompany it, otherwise it holds no significance. He proves it. Whether people desire to witness your victory or defeat, they will tune in, which is desirable. If no one is interested, then you hold no significance.”

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Catch the live broadcast of the Glasgow World Athletics Indoor Championships on BBC Two. The Friday evening session coverage, which includes the men’s 1,500m, begins at 6:45 PM.

Source: independent.co.uk