We often imagine that once someone reaches the height of success—Olympic medals, knighthood, public adoration—they’d be set for life, emotionally and mentally.
But for many high-achievers, that picture-perfect ending doesn’t quite play out.
In fact, sometimes it’s just the beginning of a much quieter, internal battle.
That’s exactly what happened to Sir Bradley Wiggins—British cycling legend and Olympic gold medalist.
Despite years of being celebrated on podiums around the world, his life took a very different turn after retirement.
Sir Bradley Wiggins Opens Up About Secret Cocaine Addiction
Wiggins, who made history by becoming the first Brit to win the Tour de France in 2012 and earned medals across four Olympic Games, shocked fans recently when he revealed he had secretly battled a serious cocaine addiction for years after stepping away from the sport in 2016.
In a raw and emotional interview, he admitted, “There were times my son thought I was going to be found dead in the morning.”
He described himself as a “functioning addict”—someone who could appear fine on the outside while struggling privately every single day.
The Hidden World of “Functioning” Cocaine Addicts
Wiggins isn’t alone in this experience.
In fact, people who seem “put together” often fly under the radar when it comes to drug abuse—especially with substances like cocaine.
Unlike alcohol or opioids, cocaine use doesn’t come with obvious signs.
No smell, no heavy sedation, no stumbling.
It allows users to build routines where they can hide their use even from those closest to them.
These routines might involve using at specific times, staying productive, and hitting all their professional marks.
But beneath the surface, the toll is enormous.
What “Functioning” Really Means
The term “functioning addict” can be misleading.
Sure, someone might have a job, a family, and a seemingly stable life.
But they’re often emotionally checked out, numbing themselves from true connection and presence.
They’re not really living—just moving through life on autopilot.
Many users convince themselves they’re fine because everything looks fine.
They haven’t lost their job or hit rock bottom… yet.
But the truth is, they’re walking a razor-thin line, and all it takes is one crisis—like the death of a loved one or stress at work—to send everything crashing down.
One Slip Is All It Takes
In many cases, the spiral starts small.
One patient, for example, used cocaine daily for nine years while hiding it from her entire family.
When her husband lost his job and their relationship became strained, she started using more—and that’s when people began to notice something was off.
She once told her therapist she felt like a dancer trying to perform to an orchestra she could no longer hear.
She had memorized the choreography so well that no one noticed.
But when the rhythm of life changed just slightly, everyone realized she was out of sync.
It’s a haunting image of how many addicts live—smiling, performing, pretending—until they just can’t anymore.
Kim Kardashian’s Strength in the Face of Trauma
On a completely different note, I have to say I really admire Kim Kardashian’s resilience.
Testifying last week in court about the 2016 armed robbery she endured in Paris, she opened up about the long-term emotional fallout.
She shared how even simple things, like hearing someone come up the stairs, would send her into tears if they didn’t respond—her brain always bracing for danger.
That’s trauma at work—specifically, hypervigilance.
And it’s incredibly draining.
I was especially moved by her openness about using therapy to heal.
She’s reached a place where she can even talk about forgiveness, which is huge.
But let’s be honest—therapy is a privilege, and not everyone can access that kind of support.
What About Those Who Can’t Get Help?
Kim’s experience highlights something important: so many victims of trauma are left to cope alone because they simply can’t afford the help they need.
And that’s heartbreaking.
Everyone deserves access to proper support, especially after going through something traumatic.
Worries About the Assisted Dying Bill
On another serious note, the Royal College of Psychiatrists recently raised red flags about the assisted dying bill proposed in England and Wales.
They’re concerned about the lack of proper safeguards—especially since the bill includes oversight by a panel of psychiatrists.
I get the argument for assisted dying, especially for people suffering at the end of life.
But as a psychiatrist, I’m deeply uneasy about how quickly this is moving.
Without the right checks in place, it risks being misused—and that’s something we can’t afford when lives are at stake.
Dr Max’s TV Pick: Couples Therapy
Lastly, if you’re into deep psychological insight, I’ve got a TV recommendation for you.
Couples Therapy—available on BBC iPlayer—is a brilliant series that follows real-life couples as they work through their issues with a psychoanalyst.
What makes it fascinating is the way the therapist digs into childhood patterns and unconscious behaviors that shape how we show up in relationships.
It’s raw, revealing, and genuinely moving.
Definitely worth a watch if you’re curious about the inner workings of love, pain, and connection.
What’s Next?
From the hidden world of addiction to the power of therapy and the ethics of end-of-life decisions, these stories remind us of one thing: just because someone seems fine on the surface doesn’t mean they’re not battling something quietly beneath.
Whether it’s a celebrity or a close friend, let’s all try to look a little deeper—and lead with empathy.