**London Marathon Runners Cheered On By Rebranded Hotel in Canary Wharf**
London’s iconic marathon is famed not only for its challenging 26.2-mile route but also for the unwavering support offered to its runners by the crowds lining the streets. This year, competitors found their spirits lifted in a particularly unique way as a Premier Inn hotel in Canary Wharf transformed itself for the day, donning the name ‘Keep Go-Inn’ in a heartfelt bid to encourage participants during one of the marathon’s most daunting stretches.
Located near Westferry, the temporary rebranding of the hotel was carefully timed and positioned. The stretch through the Limehouse Tunnel and around Canary Wharf is known for testing even the fittest of athletes’ resolve. With temperatures running higher than usual, this creative gesture became more than just a name change—it was a crucial morale booster for many runners who were beginning to feel the fatigue set in.
The hotel’s demonstration of support was inspired by recent survey findings that shed light on the areas where marathon runners struggle the most. Out of 457 participants surveyed, 43 percent identified the segment between miles 15 and 21—which encompasses Canary Wharf—as particularly arduous. Additionally, 42 percent admitted to losing pace through this eastern city section, underlining just how influential support measures can be at this point in the course.
Fatigue makes itself known well before the final few miles, the survey found, with four in ten runners already exhausted before hitting the marathon’s last quarter. One in ten revealed that they’d fallen behind their planned pace. Unsurprisingly, support from spectators along the race remained critical. A resounding 94 percent of runners credited the cheering crowd for motivating them, and three-quarters claimed that they might not even have finished the race without it.
Marina Valerio, the enthusiastic manager at the newly named Keep Go-Inn, shared her thoughts on the day’s events, saying, “The atmosphere has been so much fun. The London marathon is no mean feat, so we wanted to do our bit to encourage all the inspirational people who are taking part. We’ve seen some celebrities run past as well as some hilarious fancy dress costumes.” She also took pride in seven members of her own hotel team taking part in the race to raise funds for the Great Ormond Street Hospital Charity’s world-leading Children’s Cancer Centre.
The motivation provided by crowd support was widely echoed by runners themselves, with many describing the day as “motivating”, “supportive”, “energetic” and “uplifting”. Throughout the years, this community atmosphere has become as legendary as the race itself, providing much-needed morale for both first-timers and seasoned marathoners.
Beyond the cheers, practical preparation remains essential. Three-quarters of those surveyed deemed a restful night’s sleep before the event crucial, and 44 percent chose to stay in a hotel the night prior—perhaps at establishments like the newly christened Keep Go-Inn—to improve their performance on the day.
Nutrition experts and athletics coaches agree that a well-fuelled body is key to enduring such a punishing race. British Athletics coach Lucy Waterlow highlighted the importance of a nourishing breakfast, recommending slow-release carbohydrates such as porridge or wholemeal toast, with a touch of honey or jam for a quick energy boost. Strategic intake of caffeine, she says, can also aid alertness, while a small glass of fruit juice can be a valuable pre-race option.
Initiatives like the Keep Go-Inn underscore the collaborative spirit that makes the London Marathon unique. Whether it’s a creative hotel name, a friendly stranger’s shout, or a thoughtful bit of advice on nutrition, every supportive gesture counts when thousands pound the pavements in pursuit of their personal best.
As the city cheers them on, London’s marathon runners are continually reminded that endurance is as much about community as it is about training. With the help of both inventive and heartfelt encouragement, more runners will no doubt be inspired to cross the finish line in years to come.