WHAT MAKES THE LONDON MARATHON SO SPECIAL?

The London Marathon is one of those events everyone recognises, even if running 26.2 miles feels completely out of reach for most of us.

First held in 1981, it has grown into one of the world’s largest mass participation events, bringing tens of thousands of runners into the capital each year. The route follows the River Thames, starting in Blackheath and finishing on The Mall, taking in some of London’s most recognisable landmarks along the way.

But the London Marathon has never just been about elite runners or finishing times. Alongside the professionals are first-timers, charity fundraisers, wheelchair athletes, and people taking on a challenge that pushes them far beyond their comfort zone. That mix is what makes it what it is.

Yesterday’s marathon saw the usual crowds line the streets, with road closures across the city as runners took on the course. It’s a huge event in scale, but the reason it resonates year after year comes down to something much simpler. The people behind it.

Most people aren’t there to win, they’re there to see it through.

The early mornings, the long training runs, the fundraising efforts, and the build-up over months all lead to one moment. Crossing that line knowing you’ve done something genuinely difficult.

At Scott Media, the London Marathon always feels a bit closer to home. Each year, we tend to have clients, friends or connections taking part, and their reasons for running are always worth sharing.

Last year, Paul Day from Filestream took on the marathon for the first time, raising money for Helen & Douglas House. Not long before that, he had only completed Couch to 5k as part of his preparation, making the leap to a full marathon even more significant.

This year was no different. Gareth Wasp and Kelly Ohrland from RWB Auctions were among those taking part after getting their places in the ballot.

Chris Hunt Skelley MBE, Paralympic gold medallist and a long-standing friend of the business, also ran alongside his sister Hannah. Together they supported Fight for Sight, helping to fund research for those living with sight loss.

Our friend James Phipps also took part, raising money for Sense, a charity supporting people with complex disabilities.

As a PR company, we often find ourselves writing about the marathon each year, and there’s a reason for that. These are real stories, about real people, doing something that matters to them – that’s what connects.

Most people taking part aren’t professional athletes. They’re individuals deciding to take on a challenge for a personal reason, often tied to a cause or experience that has shaped their lives.

Sometimes, the stories sit slightly outside the runners themselves.

A few years ago, we worked with a Swindon-based engineering company that played a part in the marathon in a very different way. Scaled Ltd, based on the Rushey Platt Industrial Estate, designed and created 51 mile markers for the London Marathon using large-scale 3D printing.

What made the project stand out was its focus on sustainability. Over 14 tonnes of recycled plastic were used in the production process, including materials from beach cleans, industrial waste and even signage from previous marathon events.

The project had originally begun in 2019, following a student design competition to rethink the traditional mile markers. What had previously been simple scaffolding and signage became something far more considered, combining visibility for runners with a more sustainable approach.

Each marker stood over 3.5 metres high, designed to be both practical and visually impactful, with a modular structure that allowed for easier transport, assembly and storage.

For the team at Scaled, the contract marked a significant milestone and a real turning point for the business. At Scott Media, we were proud to be part of that story. It was a big moment for the team at Scaled and one that really did put Swindon on the map.

It’s also a reminder that the London Marathon isn’t just about the runners. The runners get the spotlight, but there’s a lot happening in the background to make it all work. That’s what makes it special.

It’s not just one story, but thousands happening at the same time. Whether it’s someone crossing the finish line for the first time, raising money for a cause close to them, or playing a role behind the scenes, there is always something worth telling.