SHIFT to manage PR for Life Time Athletic Events

"Life Time Shift"

SHIFT, a leading global public relations company, has been chosen to handle the PR mandates for Life Time Athletic Events. This partnership is set to manage PR for a line-up of illustrious cycling events such as the Sea Otter Classic, Unbound Gravel, and the expansive Life Time Grand Prix.

The partnership’s official commencement coincides with the 34th Sea Otter Classic in April, sponsored by Continental. SHIFT will be instrumental in delivering local media coverage, aiming to increase event visibility, boost participation and drive ticket sales.

SHIFT, with its significant experience gained from prior collaborations with RCS and the UCI Track Champions League, is poised to elevate the visibility of Life Time’s cycling events and enhance the Life Time brand recognition worldwide. This is expected to attract a larger number of participants and spectators, thereby promoting the overall growth of the brand.

The PR firm will handle international, national, and local pre-event narratives, media accreditation, on-site media oversight, and post-race discussions. This ensures maximum exposure and minimizes misunderstandings for all media correspondences related to the event.

Renowned cycling events like the Sea Otter Classic, Life Time Unbound Gravel 200, Life Time Crusher in the Tushar, and various others fall under the umbrella of this collaboration.

SHIFT: Navigating Life Time Athletic Event PR

These events offer cyclists of all levels a platform to display their skills and endurance. Moreover, these races offer participants a chance to relish beautiful landscapes and challenging courses.

Tom Foy, the PR Chief at SHIFT Active Media, shared his excitement about the partnership. He emphasized the opportunity it presents to work with a frontrunner in the North American cycling events scene. “Our collaboration with Life Time emphasizes our global media activation skills and race press office management expertise,” Foy said. He believes this partnership will enable SHIFT to make a substantial impact on the North American endurance industry, creating engaging media campaigns for Life Time’s flagship events.