Aspire PR – the UK’s leading agency specialising in the active lifestyle space – has been appointed by Threshold Sports, a company creating and delivering extraordinary active challenges for people of all abilities; the UK’s leading charities; and blue-chip organisations.

The brief and remit centres around PR support for Threshold Sports’ public events programme in 2024, as well as the Threshold brand more broadly.

Aspire PR’s strategic approach will offer comms input into the planning and execution of major campaigns surrounding Threshold Sports’ key running and cycling events: Endure24 Reading and Leeds in June, the Trail Series (comprising Race to the King and Race to the Stones) in June and July, and the Babble Ride Across Britain in September. The scope of work will incorporate media, content creator and community relations tactics to generate awareness and amplify key messages to a targeted audience of runners and cyclists; with particular focus on communicating the accessibility of Threshold Sports’ races to a new generation of fans keen to take on active challenges in 2024.

The partnership kicks off with the launch of Threshold Sports’ purpose-driven Ultra 50:50 campaign for its Threshold Trail Series which strives for gender parity on the start line of their – and ultimately, all – ultra marathons.

Commenting on the appointment, Michael Holland, Senior Marketing Director of Threshold Sports, said: “We selected Aspire PR due to their passion to get people active and this alignment with our own purpose of helping people to realise their true potential through world-class endurance events. Our public events like Ride Across Britain, Race to the Stones and Endure24 attract thousands of participants in breath-taking locations right across the UK. With Aspire’s support we will share the excitement, health and wellbeing benefits of ultra running and cycling with even more people in 2024.”

Layla Smith, Aspire PR founder and managing director, added, “We are excited to have been chosen to represent Threshold Sports, and play our part in achieving some of the company’s important goals for 2024 across their portfolio of world class events. Initiatives such as Ultra 50:50 have the power to drive change which is needed in the industry, and Threshold Sports isn’t just talking about this – they’re taking action to make gender parity a reality. Threshold Sports’ values align perfectly with ours, giving people the confidence to believe that more is in them, and we’re delighted to be working with a like-minded company that, like us, wants to bring movement to more people.”

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