James Cracknell relishing London 2012 role

By George Scott

HAVING collected consecutive Olympic gold medals in Sydney and Athens, the role of frustrated spectator did not come easily to James Cracknell at Beijing 2008.

HANDS ON: James Cracknell is relishing his role as sustainability ambassador for London 2012

Cracknell was present at last year's Olympics for a number of reasons but primarily as a columnist for the Telegraph.

But the uber-fit 37-year-old, quite simply, could not keep still. His raging competitive streak got the better of him and he was laying down the gauntlet left, right and centre to anyone willing to challenge him.

Cracknell raced the cyclists of Beijing through the streets of the Chinese capital before taking part in the inaugural Beihai Park Duathlon - a combination of pedalo and rowing.

After years of suffering from a gruelling training schedule, many athletes treat their retirement as it should be treated - a break from sport, a chance to experience the other pleasures of life - but not Cracknell.

Not content with his exploits on a 2km rowing lake, the 37-year-old finished second in the pairs division of the 2005-2006 Atlantic Rowing Race with Ben Fogle.

And the duo set off again last December - along with Ed Coats, the winner of a nationwide search - in the inaugral 430 mile Amundsen Omega3 South Pole Race.

Cracknell was never one to settle for silver but, as in his first race with Fogle, was again forced to accept second best in Antarctica - this time to a pair of Norwegian polar experts.     

But it is in his latest role as sustainability ambassador for the London 2012 Olympic Games where the six-time world champion may have the biggest impact - it will simply not wash with Cracknell to twiddle his thumbs for another Olympics, this time, in his home city.  

The role will vary from advising on environmentally-friendly construction and legacy to lifestyle, with the government pledging to get two million more people active by 2012.
But Cracknell insists the Games itself is just the tip of the iceberg.

"We have to use the Olympics as a catalyst. You can't justify the money for just two weeks of the Olympics and two weeks of the Paralympics - you have to use it for bigger things," said Cracknell.  

"We've got to start doing things to help people get active. If you give people that chance then a good percentage will take it.

"The Games is also a way of getting people more active and getting the kids more active - whether they're interested in sport or not doesn't really matter.

"The bottom line is we need more of these facilities dotted around the whole country. If you go to France, their whole sports structure is based around community sports clubs.

"I heard a statistic that if France stopped building tennis courts now and we kept building them at the same rate we'd catch up with them in 100 years.  

"That's the sad effect of what they have and what we haven't got enough of at community level, especially in the massive urban areas like London, Manchester and Birmingham.

"The stats came out about how many visits there have been since free swimming was introduced, and that's up in the millions.

"I think if you provide the opportunity and the motivation then people are going to do it."

Fundamental to London's bid was the regeneration of Stratford and the legacy the Games will leave.

That legacy has become intrinsically linked to location - and it is the issue of the latter which continues to plague organisers, with venues yet to be confirmed for shooting and boxing amid criticism there is not enough focus on the rest of the country.   

But Cracknell insists the emphasis on the East End is well-placed.

"Do you want all these facilities on one side of London?" he added.

"In one way no, but other areas of London are far better catered for, so if you've got two kids who do two different sports you don't want them to have swimming over in the east and athletics in the west.  

"Stratford is starved of resources - it's feast or famine, they're going to have loads now, but it's brilliant.

"There are so many people who need that and I think the way we've built only what we need and have planned for what is going to be used afterwards is brilliant.  

"The challenge is going to be using them in the right way."

But who can deny Cracknell is a man who will stand up to a challenge?

He may not be capable of sitting still - but if anyone is going to do a job properly it will be Cracknell.