April 20, 2017

Each year it seems, the bar gets raised on extreme physical challenges. These events test the very limit of human performance and spirit. Multi-sport being no exception.

Advisory health warning!: please exercise extreme caution in reading the rest of this blog, you may be tempted to enter one of them:

ÖTILLÖ: The SwimRun World Championships. Teams of two swim bet...

April 20, 2017

Recently there has been an announcement/launch if two innovative elite sports events.  These sport innovations (…or Sportovation maybe?) in athletics and triathlon prove that these sports are keen to try something new, reach out to a new audiences (and partners) and throw away the rule book.

These concepts showcase creativity, innovation and are an acknowle...

April 20, 2017

The ASA (of swimming, rather than advertising standards fame) has rebranded and turned pro!   The link to a once dominant amateur sport ethos is lost in a simple name change. Today the Amateur Swimming Association has become Swim England and has also launched a bold new plan for the sport: Towards a Swimming Nation.


April 20, 2017

We’ve all heard that “cycling is the new golf”. Apparently, we now live in an age of MAMILs (Middle Aged Men in Lycra), WILMAs (the female equivalent??) and corporate cycling events, which has left company golf days and member-only clubs sliced into the rough.

In terms of the corporate audience, how do the sports compare? Here’s a look at the corporate leaderboa...

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