Infront acquires Threshold Sports

Threshold Sports announce acquisition by sports marketing company, Infront

Threshold Sports, one of the UK’s fastest growing sports events agencies have today announced its acquisition by global sports marketing company, Infront.

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

Threshold Sports believes people have tremendous potential to achieve more than they ever thought possible – hence their motto that More Is In You™.

The acquisition deal falls in line with Infront’s focus on building its Personal and Corporate Fitness portfolio with iconic, quality events which 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, three breath-taking trail events along 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 put 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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About Threshold

Threshold Sports are a London based sports event agency who believe that MORE IS IN YOU™.

Their Purpose is to help people realise their potential through world-class outdoor and challenge events.

They do this by:

  • Supporting individuals to go beyond what they feel is possible
  • Showing companies how they can fulfil their potential as responsible businesses
  • Enabling charities to maximise their fundraising and supporter engagement
  • Inspiring our employees to be the best versions of themselves

Their events range from accessible walking challenges for those taking their first steps towards a more active lifestyle, through to multi-day epics that take participants across continents via mountains, deserts and coastlines and to their physical and mental limits.

About Infront

Infront is a leading sports marketing company managing a comprehensive portfolio of top properties. Infront covers all aspects of successful sporting events, including the distribution of media rights, sponsorship, media production, event operation and digital solutions. Headquartered in Zug, Switzerland, Infront has a team of more than 1,000 staff working from 39 offices across more than 14 countries, delivering 4,100 event days of top class sport around the world every year.

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