More Than Miles: Serotonin’s Dom Carter on the Mindset of a Runner

More Than Miles: Serotonin’s Dom Carter on the Mindset of a Runner

Meet Dom Carter, a Digital Strategist and the co-founder of Serotonin, a dynamic agency based in Manchester and London – and, of course, an avid runner. With a team of 25 talented individuals, Serotonin specialises in media, e-commerce, property, hospitality and leisure sectors. 

Dom's journey from an unfortunate night out to becoming a marathon runner is a story of physical transformation as well as a testament to resilience. 

In this More Than Miles interview, we speak to Dom to explore how he balances a demanding career with running and uncover the mental strategies that helped him take on the Tokyo Marathon. 

The Catalyst of It All

When Dom was around 24 or 25, a fall after a night out resulted in a broken arm and a summer spent immobilised in a cast. Dom recalls, "I just remember feeling really, really sorry for myself and thinking what have I done? I have wasted my summer now!" This moment sparked a realisation – he had never truly taken advantage of his health and physical capabilities. 

And he decided to change that as soon as the cast was off. 

The Start of Something New 

With a newfound determination, Dom began his fitness journey with CrossFit and short runs. Over time, his interest in running developed, leading him to crave a bigger challenge: the Manchester Marathon. 

“I wanted to challenge myself,” Dom shares, “so I decided to sign up for the Manchester Marathon, and I think I had about 30 days to train.” Despite the short training period, Dom completed the marathon and quickly caught the marathon bug, participating in multiple marathons over the next two years, until the pandemic hit. 

Despite his achievements in running, Dom is quick to point out that he’s only “an average runner,” since running is only one part of Dom’s fitness regimen, which also includes swimming and cycling, each offering unique challenges. 

“They are different disciplines, and they all require different muscle groups to be able to perform,” Dom explains. “I think swimming and cycling kind of go hand in hand because they both rely on you having decent VO2max.” This well-rounded approach to fitness highlights Dom’s commitment to pushing his limits in different ways.

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Balancing Business and Running  

As a co-founder of Serotonin, Dom’s schedule is packed. Yet, he still finds time to fit in his runs. “I try and do all my running before 7am or in the evening after 7pm, or at the weekend,” Dom reveals. “I try and do two runs during the week on Tuesday or Thursday before or after work along with other training and then I’ll do a longer run on Saturday or Sunday.” 

This disciplined approach enables him to balance his professional responsibilities with his passion for running. 

Facing the Tokyo Marathon  

One of Dom’s most notable running experiences was taking part in the Tokyo Marathon. 

However, the journey to the start line was far from smooth. Due to an injury, Dom was unable to train. Despite the hurdles, he completed the marathon, proving to himself that sometimes, sheer determination can overcome physical limitations. "It was more like a mental thing, just turning up, not wanting to let myself down and doing it," Dom reflects. 

Looking back at the Tokyo Marathon, Dom jokes that the biggest highlight was simply finishing the race. He says, "Just being on the start line, I was really happy about that." Despite his initial doubts, Dom managed to maintain a good pace and even enjoyed the experience – until his mindset shifted. “It’s one of those things where I was so focused on getting through it and turning up and worrying about being in pain or not, when I actually started running, I almost convinced myself that I wasn’t going to run my fastest rate so it took the pressure off me, and I just focused more on enjoying the day,” he recounts. “But as soon as I changed my mindset in that way, literally everything changed. Then I started feeling in pain and I started getting tired, and then it was a real long push to the end.” 

A Well-Deserved Break That Followed 

After completing the grueling Tokyo Marathon, Dom treated himself to a well-deserved break. "I went to see Taylor Swift in Singapore. And then I had a week in Bali," Dom shares – a fitting finish for his journey from injury to running marathons. 

Dom’s story of resilience, discipline and the power of mindset serves as a reminder that with the right mindset, you can achieve more than you ever thought possible.  

Inspired by Dom to start your own fitness journey? Lace up your running shoes, set a goal and take that first step – we can't wait to see what you can achieve! 

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