Video: James Cracknell in Duracell's Power Me Campaign - Bike Magic

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Video: James Cracknell in Duracell’s Power Me Campaign

We thought we’d give this a heads-up on Bike Magic as it might just be a way to get your two-wheeled dream realised. James Cracknell has recently taken on a project with Duracell – as you’ll read below – that promises to help “achieve their own lifelong goals.” Watch the vid and follow the links below if you agree…


He’s rowed The Atlantic, cycled across The Arctic, ran an ultramarathon across the Sahara Desert (not to mention winning two Olympic Gold Medals) – and now, endurance athlete James Cracknell has teamed up with Duracell, the longest lasting alkaline battery to help inspire and empower people to follow his lead and achieve their own lifelong goals.

James Cracknell takes on The Wheel of Endurance: Athlete James Cracknell teams up with Duracell to empower people to achieve their lifelong goals as part of Duracell’s Power Me campaign. James completed a three-hour endurance challenge on board the EDF energy London Eye.

Duracell’s Power Me campaign is on a mission to power people’s goals from the extreme to the everyday, whether it’s reading War & Peace, learning to play a musical instrument or rowing across an ocean.

James, an elite rower, endurance athlete and adventurer, is encouraging people to make a start on achieving their ambitions by visiting the Duracell UK Facebook page where they can share their goals, get support from the Duracell community and for the chance to win a Power Charge incentive from Duracell – depending on the winner’s goal, this could be training, equipment or inspiration from an expert.

James says, “I thrive on challenging myself with physical feats of endurance that take me out of my comfort zone, push me beyond my perceived limits and sometimes challenge Mother Nature herself! The immense feeling of pride when you achieve a goal makes the hard work and preparation all worth it. But you can’t do it on your own – getting started and keeping going can be hard. Training experts, preparation, the right kit, friends and a loving, supportive family help power me towards achieving my goals.

I hope that by getting involved in Duracell’s Power Me campaign, I can help empower people to take that all important first step on their way towards achieving their personal goals.”

Follow James Cracknell on his Power Me journey at


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