Life Time Athletic joins hands with SHIFT for event PR

Athletic Shift

Exciting news for fitness enthusiasts! Life Time Athletic Events recently announced its partnership with SHIFT as their go-to global Public Relations (PR) agency. This strategic business move came after an intensive and thorough selection process.

SHIFT’s new role entails managing and promoting Life Time Athletic Events on numerous international platforms. It empowers the event organization’s growth and marketing strategy, symbolising a promising and transformative chapter.

Hugely popular cycling events including the Sea Otter Classic, Unbound Gravel, and the comprehensive Life Time Grand Prix series will now fall under the proficient stewardship of SHIFT. This collaboration milestone is guaranteed to boost the exposure and audience engagement of these prominent sporting events.

To increase participation and elevate ticket sales, SHIFT’s responsibilities include managing all native media aspects for Life Time, with a keen focus on generating visibility. The objective is clear – to accentuate global, national, and local recognition of Life Time’s headline-making cycling events.

Moreover, SHIFT’s commitment extends beyond event management.

Promoting Life Time Events with SHIFT

They are responsible for crafting compelling stories both prior and post-event, thus further enhancing its reach and impact. They will also focus on managing media accreditation, ensuring adherence to protocol, and maintaining state-of-the-art coverage and reporting standards throughout.

The first cycling event SHIFT will manage for Life Time Athletic Events kicks off with the Sea Otter Classic in Montery, California, in April. This will then culminate with the Life Time Big Sugar Gravel in Bentonville, Arkansas, in October. These events promise a spellbinding mix of locations, thrilling experiences for cyclists, and a diverse influx of cycling enthusiasts.

In his reaction to the partnership, Tom Foy, the Head of PR at SHIFT Active Media, couldn’t hide his excitement. He considers this opportunity to work with a leading force in North American cycling events as a significant recognition of their proven PR capabilities in global media activation and race press office management.