Sample Media Coverage Hello We’re a PR and social media agency focused purely on endurance sport. We talk authentically to passionate and knowledgeable cyclists, runners and endurance athletes across the UK and Europe. We have a proven record for delivering. We pride ourselves on the relationships and influence we have across specialist and national media. We’re a team of endurance sport experts that know our audience and how to talk to them. FUSION MEDIA | PR AND SOCIAL MEDIA FOR ENDURANCE SPORT 2 / 45 Specialist knowledge. Mainstream appeal. We communicate our clients’ brand messages with specialist, fitness and mainstream media on a daily basis. Here are some recent examples. FUSION MEDIA | PR AND SOCIAL MEDIA FOR ENDURANCE SPORT 3 / 45 Our Media Landscape FUSION MEDIA | PR AND SOCIAL MEDIA FOR ENDURANCE SPORT 4 / 45 W2 Saturday, February 7, 2015 | TELEGRAPH WEEKEND 0<OPM?<T #@=MP<MT O@G@BM<KC >J PF $M<C<H+JMOJI JQ@MNOJMT 494,675 Circulation: Weekend. / Telegraph CLIENT: Strava 1C@HJOC@M DI G<RNPMQDQ<GBPD?@ 3D>OJMD<*JJM@ *<MF<DG@TB@ON<>LP<DIO@?RDOC0OM<Q< OC@ 1C@MDBCORDI@AJMTJPMM@G<ODJINCDK ADOI@NN<KKOC<OC<NKMJHKO@?OCJPN<I?NJAMDODNC #JJ??MDIF4@GG=@DIB#<HDGT@?P><ODJI$M@<OJPO?JJMN-PUUG@N !@GD>DJPNGT"GG< >T>GDNONOJ>JHK@O@^<I?OC@DMK<MOI@MNOJBMPH=G@ %@<GOCTRDIO@MM@>DK@N JIODIP@?AMJHK<B@ segments such as Regent’s Park in London, others are happy to heroically very Saturday morning before defend the forlorn stretch of tarmac his children get out of bed, between their local chip shop and Scott Briant, a 44-year-old City nearby postbox. Users also gain cups professional, slips quietly out for achieving top 10 placings, medals for of his home in Essex to cycle setting personal bests, and badges for E around the countryside in pursuit of completing monthly challenges. But for gold cups and medals. The confusing many, simply nudging their butcher or The Daily Telegraph part for his wife, Chris, and sons Conor, dentist out of 2,873rd spot on the climb 17, and Lewis, 12, is that he has never to the local garden centre is enough. met his opponents and the trophies Competition can be surprisingly fierce, don’t exist. Like thousands of other as Mike Gluckman, a 32-year-old devoted cyclists across the UK, Scott is commercial director from Forest Hill, hunting the pixelated prizes available south London, discovered. “I am quite on Strava – the phenomenally popular territorial about segments. For weeks I website and app that harnesses GPS was going head-to-head with a guy on a data recorded on smartphones or road near my home. I would set a new portable bike computers to enable time after work then he would come cyclists to track their rides and compete back at me the next day. I’ve never met against other users for virtual trophies. him but it felt quite personal.” “The first thing I do when I come His fiancée, Sylvie Plent, 31, remains home is sit down with a bacon sandwich bemused by his virtual contests. “He and upload my data to Strava, to see tells me how far he has cycled and how how many little cups I’ve won,” says fast, but I just switch off. I often see Briant. “It’s ridiculous, I know. But him sitting on the laptop looking at when you see yourself improving or you expensive bike parts which might help beat your friends it is very addictive. him go faster.” The nadir came when If I log on and see my mate he shaved his legs for improved Steve has been riding in aerodynamics. “That was the week, I have to catch definitely a step too far. up. It becomes all- It is a strange feeling consuming. You even Strava stats when you realise your man has good hear stories about In 2014, male Strava cyclists in women’s legs. cyclists cheating by the UK covered an average distance CYCLE using mopeds to set They’re actually of 809km (503 miles). Women quite slender.” faster times.” covered 407km (253 miles). Strava is a social Reaching for the razor proved network, a training The most popular day of cycling to be a similar log and an online in 2014 was Sunday June 8, watershed for Ben competition. The when a total of 3,579,000km Turner, a 34-year-old free tool already (2,223,887 miles) designer from Suffolk. boasts millions of was covered. users and is attracting “I was checking Strava NAT1C<IFNOJ<FDGG@M<KK OC@R@@F@I?MD?@ I O N 100,000 new fans every far too often and I was week. Although it is also particularly proud when I DNEPNOOC@NO<MO &O]NIJR<GG<=JPOJIGDI@ used by runners, 60 per cent of reached 140th place on Box Hill its users are cyclists. With 2.1million [in Surrey] out of over 14,000 cyclists. =M<BBDIB NR<KKDIBNO<ON<I?I@ORJMFDIB adults in Britain now cycling every week But after I shaved my legs my wife got MAGES – 500,000 of whom are female – and embarrassed when I turned up in shorts more than 50,000 visitors expected to at a barbecue.” attend this month’s London Bike Show, Strava was developed in 2009 by organised by the Telegraph, it is no former Harvard rowers Michael Horvath surprise that riders here are hooked. and Mark Gainey, who wanted to create a British Strava users collectively cycled “virtual locker room” that could recreate more than half a billion kilometres in the camaraderie and competition of 2014, with an average ride lasting 1 hour their rowing team. “The community and and 46 minutes (1 hour and 39 minutes social aspects are real game changers,” for women), covering 41km/25½ miles says Gareth Nettleton, the director of (34km/22 miles) and zipping along at international marketing at Strava. “We Family of mamil: Scott 23kph/14mph (20kph/12½mph). know that Strava athletes love being Briant; Peter Stuart and If the success of Sir Chris Hoy, Victoria able to share, compare and compete.” Therese Coen, below Pendleton and Sir Bradley Wiggins Gretchen Miller, a finance worker in DANIEL JONES; RII SCHROER; BRYN LENNON/GETTY I helped trigger this national cycling her 40s from London, agrees that Strava’s revolution, Strava has played its part by social networking function is its biggest you have to be careful as you can waste a few years found himself conquering } The London Bike Show — driven by SEAT, suggested readers analyse satellite maps forging social bonds between riders and allure. She is training for a seven-day hours looking at stats and profiles.” the Pyrenees and completing stages organised by The Telegraph — returns to ExCeL, and study wind directions. “It is better to injecting a competitive edge. Its appeal race called the Haute Route and uses Today the average age of British of the Tour de France. He is now an London, from February 12-15, promising an go out on hot days because you will be lies in the fact that users of any ability Strava to seek new training partners. Cycling’s registered members is accomplished 11st 9lb cycling addict. exciting day out for cyclists. Book today at faster (due to reduced air density),” says can find something to boast about. “Cycling can be a very solo activity but surprisingly mature, at 41 for men “I am the archetypal Mamil [middle- LondonBikeShow.co.uk using the code TELBIKE Clinton. “Some people get their friends Cyclists compete to be named “King you can scroll through Strava and see and 37 for women. Scott Briant’s story aged man in Lycra],” he says, chuckling. to save 10 per cent on advance adult tickets. to lead them out so they can sprint with (or Queen) of the Mountain” (KOM or people of similar levels to go riding with. mirrors that of many veteran cycling “Initially it was a source of amusement }Find out more at telegraph.co.uk/events fresh legs at the end.” Peter Stuart adds QOM) for setting the fastest time over When you chat to people out on the bike converts. Formerly a 14st rugby hooker, for my sons when I put on my Lycra. to the intrigue: “I know a few shameless any “segment” of road in the country. they will say: ‘Look me up on Strava’ he began with a charity bike ride One said I looked like [the Disney/Pixar individuals who get a train out to the While the fittest riders contest popular and you start following each other. But from London to Brighton and within cartoon character] Mr Incredible in his countryside because there aren’t as later years. But cycling has been brilliant many riders and the KOMs are easier to for fitness and socialising and keeping get.” The website digitalepo.com (named me sane.” after one of the drugs used by Combining an endless quest for Strava Lance Armstrong) even achievements with family life can be helps riders doctor their awkward. “I have a very understanding GPS files to improve wife,” he says. “On Saturday I make Strava stats their times. sure I am out at 7am and back in time Considering the to take Lewis to rugby at 11am.” On average, UK male cyclists using extremes a minority Peter Stuart and his girlfriend, Strava spent a total of 35 hours, of riders are Therese Coen, from Putney, engineered 13 minutes in the saddle in 2014. prepared to go to an alternative solution to the Strava Women spent 20 hours, 12 minutes.