I spotted these signs next to each other while running this weekend’s South Shore Half Marathon in Milwaukee.
This cuts to the heart of the issue for any beer runner. Simply put, you work hard and you get your reward. No more and no less.
To me this is one of the most succinct and powerful motivators in a sport that’s rife with motivational quotes and literature. It’s much more tangible than the related phrase of “pain is temporary and pride is forever.”
How long is temporary? And what does pride get me? If I know I’m getting beer in five miles, the suffering instantly has real meaning.
Not long after seeing these signs, the field of about 1,000 runners meandered along Milwaukee’s lakefront and reached the finish line.
Once there, we found cake and Louie’s Demise from Milwaukee Ale House. It was well worth the $12 entry fee. And we forgot all about the pain.