Another important thing to note is although I got a vicious reaction when I brought up the sponsor, Cadence, for the Osaka trip, it turns out it's a brand new hydration company founded by one of WG's closest friends and business partners George Heaton, who is also the founder of Represent, 247 and Castore [major manufacturers for UK football teams, like Rangers].
As we know WG was also a massive brand ambassador for Puresport, founded by Grayson Hart, who was crew chief for this one, although for some reason Hart then suddenly resigned from Puresport and put out a brusque notice saying he had nothing to do with them any more, and WG doesn't seem to be affiliated to them either.
But in short, wherever Goodge goes with this high profile adventure runs, his close friends with big, often start-up or merging companies, aren't far behind, hocking their products off his back and Goodge was of course elected head of running and coaching at both Puresport and Represent/247.
There is an awful lot of cash flying about with these things, and it's far less about the athletics than it is about brand development. This was pointed out by a member of Team GB at Transcon who said it was like being on a movie set and he couldn't believe the infrastructure he had behind him.
But what all these brands need is for their poster boy to be looking good and performing great. Otherwise, it doesn't come across as so joyous and pioneering. WG rips through companies he promotes at a very fair lick. We had 55 days of Nucalm, Nucalm, Nucalm, claiming they were the secret of his Transcon success, and then we never heard another word about them. And now the same goes for Puresport. Hundreds of infomercials he did for them, all Cordyceps this, Ashwagandha that, and now nothing. Now it's all Cadence, although it's most unclear what it is.