Threshold Sports’ consultancy service will work with brands, charities and government organisations to build events and programmes that ensure sustained participation in sport.
James Cracknell, Director of Threshold Sports, said: “Threshold Sports will work to create opportunities which deliver on our belief that increased physical output can address the issue of obesity. The government’s initiative to increase current levels of physical activity from 30 per cent to 70 per cent has encouraged us to support the value of active living through the work we do, creating enjoyable events in a welcoming environment for people of all ages and abilities. The current status of physical activity within the UK is a real concern for us and we aim to use this as motivation to achieve our mission of delivering ‘more healthy lives’ within every level of society”.
Threshold aims to bring 500,000 people into regular sporting activity within five-years as a result of their work.
