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Event agency Threshold Sports acquired by Infront


Threshold Sports, ‘one of the UK’s fastest growing sports events agencies’, has today announced its acquisition by Infront. Global sports marketing company Infront is part of Wanda Sports alongside the IRONMAN business.

Founded in 2008, Threshold Sports notes that its ‘innovative attitude towards creating extraordinary outdoor challenges has enabled it to continually deliver cutting edge sports participant, corporate and fundraising events for people of all abilities.’

The acquisition deal falls in line with Infront’s focus on building its Personal and Corporate Fitness portfolio with iconic, quality events. This will now include five award-winning Threshold Sports owned events.

  • The iconic Deloitte Ride Across Britain is a 980-mile route taking cyclists from Land’s End to John O’Groats and this year celebrates its 10-year anniversary.
  • Dulux London Revolution, ‘the UK’s largest two-day cycling sportive’ takes cyclists on a unique 360° loop around London and now incorporates a trail running element to the event.

The portfolio is completed with the

  • Threshold Trail Series;
  • Dixons Carphone Race to the Stones;
  • HEINEKEN Race to the Tower; and
  • Race to the King.

The latter events offer up ‘breath-taking trail events’ along some of the UK’s most iconic paths.

Threshold founder Julian Mack and CEO Nick Tuppen will continue to lead the company.

Hans-Peter Zurbruegg, Infront Vice President Personal & Corporate Fitness, said “Threshold’s portfolio of high-quality events creates unique client experiences and emotions and aligns completely with our active lifestyle strategy, always aiming to promote a personal and corporate fitness.

“We are pleased to add their events and expertise to our portfolio, while broadening our presence in the UK market. There will be great opportunities to cross-leverage the respective properties and assets of both companies, bringing their established event formats to continental Europe and vice versa.”

Julian Mack, Founder of Threshold said “Threshold’s purpose, through the medium of outdoor challenges, is to help people understand how much more they are capable of in life. With Infront’s energy, ambition, scale and measured approach we will be able to take our purpose to thousands more participants, charities, sponsors and employees across the UK and Europe. It is a gilt-edged opportunity to push ourselves to much greater things.”

Nick Tuppen, CEO of Threshold added “Threshold has been on an incredible journey over the last ten years. We are always searching for new opportunities to take our mantra of ‘More Is In You’ to more people; and Infront’s unrivalled expertise and shared values make them the ideal partner to expand into Europe and beyond. It marks a hugely exciting new chapter for the company.”

Infront has placed a strategic focus on building its Personal & Corporate Fitness portfolio – from the acquisition of B2Run in 2013, to the recent acquisitions of BARMER Women’s Run, XLETIX Challenge and Muddy Angels Run in 2018. Its footprint of events now spans 12 countries and offers more than 500,000 participants a wide range of fitness challenges.



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