The Infront agency has bolstered its presence in the mass participation market through the acquisition of Threshold Sports, a UK-based organiser of sports challenge events.
Founded in 2008, London-headquartered Threshold has differentiated itself through the development of unique public events, such as a nine-day, 1,500km cycling challenge, and tailor-made corporate events.
Infront will add Threshold’s existing public events to its portfolio, including Ride Across Britain, Race to the Stones, London Revolution, Race to the King and Race to the Tower. Threshold founder Julian Mack and chief executive Nick Tuppen will continue to lead the company.
Hans-Peter Zurbruegg, Infront vice-president of personal and 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.”
Tuppen added: “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 strategic focus on building its personal and 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.