Mass Participation

Weetabix Protein partners with Luke Campbell for Youth Challenge

Weetabix has teamed up with Olympic and Commonwealth gold medal-winning boxer Luke Campbell, who will become a brand ambassador for Weetabix Protein.

In the role, Campbell - who previously told the Sport Industry Private Dining Club about his career ups and downs as well as his plans to become more involved in the wider industry - will lead the Weetabix Protein Youth Challenge, a new partnership between the cereal brand and Virgin Sport to encourage children aged 7-14 years to be more active

Virgin Sport launches 2020 Hackney Moves festival

Virgin Sport has announced the return of the Outdoor Festival of Fitness under a new name - Hackney Moves.

The weekend-long festival combines running and fitness experiences with community celebration and live entertainment and will be held in East London’s Hackney Marshes.

The centrepiece will remain the Hackney Half Marathon, taking place on Sunday 17th May, but organisers have also announced new sport and fitness activities including the new Hackney 5K and a Hackney Schools’ Challenge for local primary school students.

Spartan acquires Tough Mudder UK

Extreme wellness and endurance brand Spartan has acquired the business and assets of Tough Mudder UK, the obstacle course race (OCR) brand which had entered administration in January 2020.

As per the deal, the Tough Mudder UK business will operate as OCR UK Holdings Limited, a wholly owned subsidiary of Spartan, while Tough Mudder UK’s employees will remain at work ahead of the 2020 Tough Mudder season which begins in London’s Finsbury Park on 17th April.

Ukactive announces raft of senior hires

Not-for-profit organisation ukactive has announced the expansion of its management team, adding three new recruits to senior positions.

Former Learning and Development Lead at Nuffield Health, Chris Foster will become ukactive’s Head of Learning and Development while the organisation has also appointed Gemma Williams and Emma Thomas as Client Services Managers. The news follows the appointment of David Gerrish as Head of Digital Transformation in September.

Spartan Race UK and Ireland names new Managing Director

Spartan Race has appointed Matthew Brooke as its new Managing Director, UK and Ireland.

Brooke is a former Head of Commercial for CSM Sport and Entertainment’s active division, and officially joined the obstacle course race (OCR) brand in late November.

He takes over from outgoing UK&I MD Sam Lansdale, and will be in place ahead of the 2020 race schedule, which sees the brand return to Twickenham Stadium for the region’s second Corporate Challenge and Stadion events in December. 

Twickenham sell-out shows Spartan Race more relevant than ever

Spartan Race was set up in 2007, but it feels very much of the moment. Over the last 12 years, fitness has become a goal pursued by an ever-growing number of people regardless of gender, ethnicity or background.

It has spawned an industry thought to be worth nearly $100m in 2019 and countless Instagram influencers. It has also created communities of participants as well as a drive from big companies to ensure they have an active workforce.

Made By Sport name former BOA director as new CEO

Made By Sport, the four-year campaign to champion the power of sport to transform the lives of young people in the UK, has announced Sophie Mason as its new CEO, taking up the role on 1st December 2019.

A former Director of Fundraising for the BOA, Mason oversaw the creation of a new £25m revenue stream for the organisation as it hosted the London 2012 Olympic Games, and after that ran her own consultancy working with a range of clients including Land Rover, the IPC and Commonwealth Games England on fundraising and communications. 

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