Threshold
Positioning inclusive endurance events at the heart of UK culture
Pieces of earned media
Estimated views
Total combined audience reach
the challenge
Threshold Sports is one of the UK’s most progressive mass-participation event organisers, delivering trail, ultra, relay and cycling challenges.
Aspire was appointed to lead an earned media programme across 2024/25 to strengthen Threshold’s brand positioning and drive participation across Trail Series, Endure24, Endure Relays, Ride Across Britain and Ride Cymru. The challenge was to build credibility with core endurance audiences, expand into mainstream lifestyle media, and break down barriers to participation in a competitive market.
our solution
We delivered a consumer-first PR strategy that used powerful storytelling, cultural insight and credible media engagement to position Threshold Sports as a leader in inclusive endurance.
Strategic Approach
- Created distinctive narratives for each event to drive awareness and participation
- Used research and participant insight to generate relevant, newsworthy stories
- Built authority with specialist running and cycling media while expanding into national lifestyle outlets
Event-Specific Activity
Trail Series – making ultras accessible
- Ultra 50:50 and Trailblazers campaigns to inspire first-timers and women
- Stories focused on confidence, walking and inclusion
- Coverage in Women’s Health, HELLO!, Country & Town House, Runner’s World, Women’s Running
Endure24 – a festival of endurance
- Positioned as more than a race, rooted in community and challenge
- Gen-Z narratives and partner amplification with Ordnance Survey
- BBC radio, MSN homepage exposure and strong regional press
Endure Relays – launching a new format
- News-led storytelling around team and social running
- City-specific angles for London, Birmingham and Manchester
- Launch coverage in Runner’s World, Women’s Running and UK RunChat
Ride Across Britain – purpose-led storytelling
- Authentic rider journeys showcasing resilience and impact
- Cycling media embedded at the event
- Coverage in Cycling Weekly, Cycling Plus, HELLO!, Women’s Health and Metro
Ride Cymru – profile beyond sell-out
- Shift from sales to credibility and participant stories
- Cycling media engagement and Virtual Ride Cymru launch
- Establishing platform for 2026 media partnerships
the impact
Our programme positioned Threshold Sports as a culturally relevant, inclusive leader in UK endurance, driving credibility across specialist and mainstream audiences.
Pieces of earned media
Estimated views
Total combined audience reach
Engagements
Online pieces
The coverage reframed ultrarunning and endurance cycling as welcoming and achievable, validated new event formats, and strengthened Threshold’s reputation as a brand that supports real people to achieve extraordinary challenges. This foundation provides a powerful platform for participation growth and media partnerships in 2026 and beyond.
their perspective
Upend Thandi
Senior Marketing Director, Threshold Sports
