Yes. Just 4 seconds from getting into that holy grail of 25. 4 seconds. It's nothing is it? Neither is 7 seconds, the time I shaved off this week, but by god it hurts.

To be honest I felt pretty poor this week, going round the course I had pretty much given up on beating last week's time. My legs felt lathargic, for some reason I couldn't get my heart rate up around the normal 185bpm either. It was wierd, I just felt at 90%.

The conditions were horrid too, there was a slight breeze but it felt like there was a headwind right round the course, it was also really muggy with no fresh air to breathe and my body just overheating like crazy. It was the first time all year I've wanted to get off the bike. Yet strangely I improved on my time.

There are two more rounds to go, plus an open event on the J2/1. We'll be diggin' deep once again next week.

Diggin' Deep

Well here we are, three quarters of the way through the club 10 season with a handful of events to go. It's mad how quickly the months whizz by. Last season my fastest time on our Weaver Valley course was 27:26, posting anything in between that and late 28s. This week I've posted a new PB of 26.10.

Each week I've knocked around 10 seconds off my time, there has only been one week where I've not beaten it. I've felt good all year, I had a strong Winter base, rarely has there been a week where I've not been out on the bike and I've engaged in a recent weight loss programme which has seen me lose 5kg.

I don't do any specific training. I always like a long ride on my own on Saturday. I don't ride easy, I'm always in the zone and it's just me versus the headwind; no chat, no hiding in wheels. I do some interval training but mainly just go as fast as I can. Then Sunday it is always about the club run which features the obligatory hill and cafe sprint.

The biggest development for me has been learning how to handle myself in a Time Trial, to notice that when the wind is behind you to push harder, if you're going down hill push even harder. Diggin' deep. It was the advice of Garry Brown in the club who told me that there is no rest in a 10, you just go flat out. Don't worry too much about the hill, save yourself for the decent and push as hard as you can.

Last year I spent most of the course wishing it could all end now. I don't think that anymore, I'm thinking how low am I, what is my heart rate and most importantly am I pushing hard enough, just willing my legs on and on.

Strangely I seem to perform well in windy conditions more than if it was a still evening. Perhaps it persuades me to push more?

Can I get into the holy grail of a 25 this year? I'm not sure, not that I'm going to try my best, but it would have to be a big, big performance. I'm not sure how much more I've got. We shall see!

Confused.com Burglary Experiment

Really like this idea from Confused.com. 3 members of the general public entered a competiton to legally burgle a house. The purpose was to raise awareness of home and contents insurance and how easy it was for anyone to pick the most expensive items in a house very quickly.

Simple but effective, the viral drives home the need for insurance while Confused.com win brownie points for raising awareness of the dangers of not looking after your valuable assets, ultimately saving you money on your car insurance. I really like the usefulness of the viral rather than it being funny and leftfield from the product like many out there.

Ken Block San Francisco

Love this viral from DC Shoes of Ken Block givin' it death round San Francisco. The guy has skills to pay the bills.

Wiggins and the Tour

Today's performance by Bradley Wiggins in the Time Trial was epic. To gain a 1 minute 56 second advantage on Cadel Evans this early on is incredible, especially as Evans is no slouch himself having won the Tour last year. It was poetry in motion, pure precision and power.

Bradley Wiggins is an inspiration for me. I always rode a bike, much more than playing any other sport such as Football. I spent a lot of time out on the road on my mountain bike but never had the direction to join a club. I didn't even know about racing or the velodrome until 2007! Both Bradley Wiggins and Mark Cavendish are the reason why I ride a bike. I will never ever forget their Madison in 2008. It has to be the best race I've ever seen. They were incredible and tore the field apart. From that moment on I was determined to join a club.

I've read both their autobiographies, I think I like Cav because he is the same age as me and he has achieved so much. He shows that having guts, determination, being driven and perhaps a strong, stubborn personality can set you up well. Cav is a one off. We are witnessing history in the making, there won't be another British rider like him for a 100 years. We need to enjoy it while we can. His performance in this year's Tour (so far) without much support has been incredible. It just shows what raw talent he has.

While with Bradley Wiggins I've just always enjoyed his honesty. I've always appreciated his down to earth personality and dry humour. His autobiography is brilliant and nothing makes me more proud to have understood what he has been through and now see him look to win the Tour de France.

To see Bradley Wiggins win the Tour de France will be incredible. The first ever British rider to win the Tour. Watching today's Time Trial I had a lump in my throat, that was a big performance and I know from my experiences just how much that will have meant to him.

Emotions are running high. I loved hearing about his response to a journalist yesterday. That is pure Bradley Wiggins. Telling it the way it is. For me I don't care about the language, it is refreshing to hear someone speak out at last like that on doping instead of skirting round the question. His Tour Presentation interview was hilarious, he couldn't understand what Daniel Mangeas was saying and cut off mid-answer to say "why am I telling you this, you don't understand me either do you?"*. His run in with a cameraman after a recent finish is also worth watching. I don't know who is more feisty, Bradley or Cav!

One has to feel for Chris Froome. He could possibly win the Tour himself yet, although giving it a good go himself, understands the position of Bradley Wiggins. It is Bradley's one big chance to secure the Tour in his career. Froome has time on his side and it is a great indication of his character to be put his ability a-side and be able to support Wiggins. It also shows the sporting side of Wiggins that when Froome won on the La Planche des Belles Filles, he went over and embraced him. I just hope everyone remembers Froome's support for Wiggins in the years to come as he is an incredible talent.

And respect to Cadel Evans. He has been a true gent in his post interviews. He must wonder what he has to do to win now, his team although experienced hasn't got the youthful ability of that of Sky. One thing is for sure he will attack his heart out.

One thing worth doing is checking out Sky's website. They have some nice coverage including a tracker and the incredible photography by Scott Mitchell every day is amazing.

Come on Bradley, you're doing Britain proud!!

* I've since learnt that Bradley actually speaks fluent French, so no idea what was going on there! His love affair with the press continues!

New Kelloggs Crunchy Nut Campaign

I came across an article today that mentioned Kelloggs were returning to their old 1985 strapline "The trouble is they taste too good". It was a fantastic strapline; encouraging people to discover and psychologically planting the message to not be afraid to eat more.

Ad agency Leo Burnett are behind the return, and for me the most exciting part of the campaign is the extra elements being added to the push. "Pop-up restaurants" will feature in 156 supermarkets (including major retail outlets) to really keep the sense of "discovery" beneath the strapline alive.

Looking forward to the campaign.

New Gocompare ad with Sue Barker

Sue Barker saves the nation and kills off the GoCompare opera singer. Nicely executed by the guys over at Dare and chapeau to the client for having the balls to do it.