IT PAYS TO COME LAST: LUXURY SEX TOY BRAND REWARDS LATE FINISHERS THIS MARATHON SEASON
A surprise incentive for stragglers: LELO rewards ‘late finishers’ with sexual wellness toys
With a record number of Brits lacing up their trainers for the 2026 marathon*, it’s clear we’re a nation that doesn’t shy away from pushing our limits. Traditionally, it’s the fastest runners who bask in the glory, while those crossing the line last are often met with little more than an empty finish line and a quiet send-off. Now, that’s all about to change.
Luxury sexual wellness brand LELO is marking this year’s marathon season by turning the spotlight on the overlooked ‘late finishers’. Runners who place in the final 1% of the marathon can enter a draw to be in with the chance to receive one of its products, in recognition of their endurance and perseverance.
If there’s one thing LELO understands, it’s that performance isn’t about speed – it’s about stamina, timing, and knowing how to enjoy the ride.
Eligible runners who place in the final 1% can submit proof of their finishing position by emailing coming.last@lelo.com to be entered into a draw. Winners will receive one of LELO’s best-selling luxury toys, including either the MONA 2 – a G-spot vibrator wand, or the F1SV3 – a male masturbator. Both toys offer supreme satisfaction and are made with body safe silicone for that real feel sensation.
It’s a bold nod to the idea that sometimes, finishing last might just mean you’re doing it right.
Psychosexual Therapist Kate Moyle says that when it comes to intimacy, endurance isn’t about performance pressure – it’s about creating more satisfying, connected experiences.
Kate Moyle, LELO’S Psychosexual Therapist says: “Often when people talk about sexual stamina the assumption is that longer duration means better, and that this in some way indicates more sexual skill; in fact what we should be focusing on is pleasure and satisfaction of experiences. We often get caught up in trying to measure sex by objective measures such as regularity, or time when in fact this is really reductive for such a subjective experience.”
“It can also reinforce the idea that sex is about the finish, or that it is a goal orientated process – which reinforces these ideas in a negative way for those struggling or having difficulties with sex, for example those experiencing performance anxiety. When we shift away from performance to prioritising pleasure, what we see is people being more in the moment, connected and satisfied by sexual experiences, with a shift away from there being pressure to sexually ‘achieve’.”
So as thousands prepare to take on London’s streets this spring, there’s a new reason to keep going – even if you’re bringing up the rear. In 2026, it might just pay to come last.
For more information, see the competition T&C’s below.
Competition Terms & Conditions:
LELO UKI London Marathon Competition
Promoter: LELO, Karlavagen 41 11431 Stockholm Sweden
By entering this promotion, you accept and agree to be bound by the following Terms and Conditions:
1. This promotion is open in the UK to anyone aged over 18 years except for employees and their families of the both Promoter and their group of companies.
2. Only one entry per person.
3. To participate in this promotion, entrants must have finished the London Marathon 2026 in the last 1% (bottom) of the total race cohort. Entrants are required to email a copy of their London Marathon 2026 finishing time to stand a chance to win a LELO prize – entrants to email coming.last@lelo.com
4. The promotion will run from 26th April 2026 until 6th May 2026
5. LELO and its partners reserve the right to disqualify from the competition any entries or comments containing inappropriate or offensive language and themes.
6. Only 1 (one) entry per person will be eligible for entry into the competition for the prize draw.
7. The first 25 entrants will be selected by LELO, based on eligible competition entries, following the close of the competition on 6th May 2026 at 6:00 pm
8. The winners will be notified by 15th of May via an email in reply to their entry from the LELO email account. Selected winners must provide proof of ID to show they are 18+.
9. The prize is awarded to 25 selected entries. This entails 25 winners who will receive either ONE of each of the below:
MONA 2
F1SV3
10. The selected winners will be asked to acknowledge their prize by 17th of May 2026. If the Promoter does not receive confirmation from a winner that they acknowledge the prize by this time, the Promoter reserves the right to withdraw the offer/prize. Prizes may take up to 60 (sixty) days from acknowledgment of prize to reach the winner.
11. The decision of the Promoter is final, and binding and no correspondence will be entered into regarding the outcome of this promotion.
12. LELO reserves the right to substitute the prize with a prize to the equivalent value and/or specification. There is no cash alternative and the prize is non-transferable and non-refundable.
