Interview with Mike Seaman CEO – National Running Show

Interview with Mike Seaman CEO of The National Running Show

Can you tell us about your running story?

I love running, it’s now my job and my hobby. As work got busier I was always at events, and I got so busy I couldn’t commit to being in a certain place at a certain time. I love food and beer and I found myself getting rounder as time moved on, and I turned to running as it was a way of getting outside and keeping in shape. I started to do 5km – 10km races and a few of my friends went through a similar thing where we all wanted to get in shape, and we all found that having a way to relieve stress would help.

I did my first marathon in Paris and then went onto do a few more marathons. I decided I’d like to raise money for charity each year and I found people were not as active in sponsoring as I had already done a marathon. I got dressed up as a lucozade bottle and an elephant and I even started doing 7 marathons in 7 days.  Then I did an ultramarathon of 50 miles.

I have done 3 x 100 mile ultramarathons, and it’s nuts when i think back to my 20’s, the thought of just doing a 10km and now to think that I’ve ran 100 miles in one go.

How do you feel the shorter races and the longer ultra-races compare now you have done such a range of events and what makes an ultramarathon different?

The best thing about an ultramarathon is the food! It’s a long picnic. What’s not to like?

I love the community vibe and I like the fact there is not as much competitiveness, everyone is there together and everyone is there for others, and I love the aid stations. In marathons, it does feel physically great, whereas with an ultra you can stop and enjoy the view. If I was running a marathon I wouldn’t stop and take a picture of something beautiful but when I’m running an ultra-marathon I want to stop and take the time to enjoy the scenery. My heart is in ultras.

There are some beautiful trails that running takes you to, the North Downs Way is one nearby to you?

The office is there, it’s not a coincidence that I live 13 miles from there and it was put there for a reason. I would have never of found this trail route if I hadn’t started ultra-marathons. I love being in nature and it’s good for your soul.

How do you feel when you are running ultramarathons?

Someone once said to me that when you finish a marathon everyone asks you what time you did? Whereas when you finish an ultramarathon, people ask how far you ran, and wonder how you managed to do that distance.  There is less external pressure with an ultramarathon, and in a normal marathon people connect time to how well you have done.  As soon as you say you ran 40-50 miles people think you’re nuts, but we’re all nuts in this community and always in a good way!

What inspires you to take on ultramarathons?

I was trying to find something different to help raise money for charity and I read a book by Dean Karnazes, called “The Ultramarathon Man”.  I think most people have read this book that are in ultrarunning, and he is responsible for inspiring so many people taking up the sport.  I found Dean fascinating.  Seeing him race through a desert, ordering a pizza during a run. I just thought wow and thought he was untouchable and i would never be like him. I did my first 50 miler and I wasn’t dead afterwards. I was tired and I ate for about a month, but I was okay and it made me wonder what else I can do. I did a few runs and I got hooked. I have had some of the best times of my life out on the trails.

Recently you have done the Daytona 100 mile ultramarathon? Can you tell us about the race?

The race was in florida before Christmas.  Through the National Running Show I was luckily enough to make friends with a lady called Susie Chan, she has done amazing races and lives close to me so we started running together.  The problem when you have friends like this is they make these runs sound so easy.  Susie convinced me that I could do Daytona 100, so I signed up. I’m not at Susie’s level, she’s an amazing runner. A new race director, Bob Becker, he’s renowned in the sport and we wanted to support him. Chris Kostman, who is the race director from Badwater was there too.  These are cool people and I want to get involved in the race.  I thought of how lucky am I to be able to do this? I travelled that far to run a race, and this was my 3rd ever 100 mile finish. I took the training seriously. I did the London Marathon, and then the GB Ultras Glasgow to Edinburgh Ultra at 56 miles so I got in shape.

In the UK, we don’t have much sun and it was so hot in Florida, so naturally I struggled with the heat.  A group of us travelled, myself and Susie did the 100 mile race and my friend Emma did the 50 mile.  Susie’s husband Shaun and John Cosgrove crewed us. In the States, you have to have someone with you if you are doing a 100 mile run there for you for your safety. It was a mega experience and it felt new.

What was the training like and the terrain?

The terrain was a pathway, you run from Jacksonville to Daytona beach in a straight line and the terrain is mostly pavement. It’s flat, which I am not used to as I don’t run much on roads. I love the hills in an ultra, you can have water breaks and enjoy the view.  My feet struggled and I’ve never had this before. Due to the heat, I got blisters and sore feet. I am not used to this type of terrain, it’s new and a different challenge.  You’re running across bridges and swamps and watching the sun go down and you end up spread out and on your own in the race and it feels very surreal. It was a good race.

Do you feel you have learned different techniques from this race?

Susie had an ice pack which she put around my neck. The food situation was better, I managed it differently this time. I didn’t have much sugar and ate well. I didn’t follow the nutritionist diet. At one point at 3 in the morning I had a craving for a burger, and when support arrived, it was the best burger I’ve ever had in my whole life. It was a 3 dollar microwave burger!  I also ate a lot of fruit, cheese and nuts, and now, finally, after 5-6 years I’ve got a strategy that works for me with food.

How did it feel crossing the finishing line?

The Daytona 100 has a rule where you have to cross the line with your support crew which I loved. Me and John crossed the line together.  Susie was ahead, finishing an hour before me and Chris was there too.  It felt really good.  All your mates being there, and then there’s this big emotional release when you finish. You almost want to cry when you cross the finish line and it’s a great feeling knowing that you didn’t quit.  Then it’s like right where is the food, I need to eat!  It’s a rush. I love it!

The National Running Show is exceptional, well done to yourself and the team on creating the concept and developing the show over the years. Who can we expect to see speaking at the NEC Birmingham this year?

It’s mega!  The National Running Show is the most personal event, it’s the first show that we started as a company.  I’ll pick out the ultrarunners who are speaking this year.  Dean Karnazes will be there, Gary Robbins, Sally McRae, Damian Hall, Dina Asher-Smith, Eilish McColgan, Kriss Akabusi, and so many more. This is our best-ever line up. We have a room full of awesome runners, and they all stick around for chats and photos. We have lots of content, the Advice Stage, the Recovery Zone, the Pilates, CPR workshop, and so much more.

I want to use this show to support the community. This was always my vision, and I never thought this would make any money. I started it because I love running. I wanted this company to support the things that matter, giving back, sustainability, diversity.

We also have a grant scheme with two main grants.  An elite sport grant and we also have a community grant. We sponsor groups and help people who have mental health issues. We give what we can, and it’s so important to give something back.

How is National Running Show scheduled? Do you have a timetable?

Yes, we do. We have a timetable on the website https://nationalrunningshow.com that lets you know the different times that various speakers are on.  The idea of the show is based on inspiration, kit and tech, nutrition, advice and also on running events. The idea behind this is to have speakers who inspire, such as Dean Karnazes, and then the kit and tech and all the major brands such as Adidas, Asics, Brooks, Solomon, Scott, Harrier Running and many more.

Nutrition is massive, we have so many companies to name.  We also have coaches, physios, and experts where you can get great insight and have a personal chat about specific topics and issues. We have information on the races, ultra-events and there is a race village area too.  When I set up the National Running Show I wanted to build the coolest running shop with all the things in one place that you would want to see from a great running shop. The running show has everything!

Thank you – it’s been a pleasure learning all about the National Running Show. If people wanted to book a ticket for the show where could they go to do this?

If anyone wants more information or to book a ticket they can head to the website https://nationalrunningshow.com and use the code ULTRA for discounted entry.

Fantastic!  What are the other events have you got coming up in 2023?

In March we have the National Outdoor Expo covering cooking, camping, climbing, running, walking, paddleboarding and all the variants. We have Ben Fogle and Ray Mears at the Outdoor Expo!

We are also launching the National Equine Show in March.  This is a new retail show for people who love horses as there aren’t many equine shops left so we wanted to create the biggest horse event we could.

We have a National Snow Show, based in Excel London, and the NEC Birmingham.  The National Cycling Show at the NEC, and we have the USA shows too, a Snow show and two running shows out there. We have been busy. We ran the first show in 2018 and we have gone a bit mad! I love the community, I love the people and I love the buzz and this is what the running show is all about.

The National Running Show is held on the Saturday 21^st – Sunday 22^nd January 2023 at the NEC Birmingham.  For more information and to book tickets, head to https://nationalrunningshow.com

Article written by Lana Ogden