Swiss-based global sports marketing agency Infront has announced its acquisition of UK sports event agency Threshold Sports.
The mass participation specialist is best known for properties including the Deloitte Ride Across Britain - a 980-mile route taking cyclists from Land’s End to John O’Groats, which this year celebrates its 10-year anniversary.
Threshold's portfolio also features the Dulux London Revolution sportive and the Threhsold Trail Series, which comprises the Dixons Carphone Race to the Stones, HEINEKEN Race to the Tower and Race to the King.
The agency was founded in 2008 by Julian Mack, who commented: "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.”
Following the acquisition, whose terms have not been disclosed, current Threshold Sports CEO Nick Tuppen will continue to lead the business. He 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.”
The acquisition is aligned with Infront’s focus on building its Personal and Corporate Fitness portfolio.
Hans-Peter Zurbruegg, Infront Vice President Personal & Corporate Fitness, explained: "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."
Infront, which is owned by Chinese giant Wanda Group, and run by Philippe Blatter, son of the former FIFA President, has made a number of acquisitions in the corporate fitness space over recent years. They include B2Run, BARMER Women's Run, XLETIX Challenge and Muddy Angels Run.
Infront's footprint of events now spans 12 countries and more than 500,000 participants.