Life Time Athletic Events appoints Shift Active Media as global PR agency

Following a successful pitch process, Shift Active Media has been selected by Life Time Athletic Events to manage global PR and on-site press offices for its flagship cycling events, including Sea Otter Classic, Unbound Gravel and the broader Life Time Grand Prix series.

Starting with the 34th edition of the Sea Otter Classic presented by Continental in April and harnessing its industry connections, Shift will manage all aspects of endemic media delivery for the US event organiser to increase awareness, drive participation and support ticket sales.

Leaning on its race communications credentials which has seen the agency previously partner with RCS as well as the UCI Track Champions League, the Shift PR team will amplify the events as key moments of the international off-road racing calendar, raising the profile of the Life Time brand and contributing to the continued professionalisation of the series.

This will include pre-event global, national and regional storytelling, media accreditation, on-site media management and post-event race communications.

Shift’s remit for Life Time Athletic Events includes:

• Sea Otter Classic presented by Continental (including Expo, Sea Otter Summit and Fuego XL 100K cross-country MTB, – April 19, Monterey California
• Life Time Unbound Gravel 200 – June 1, Emporia, Kansas
• Life Time Crusher in the Tushar presented by The Creamery – July 13, Beaver, Utah
• Life Time Leadville Trail 100 MTB – August 10, Leadville, Colorado
• Life Time Chequamegon MTB presented by Trek – September 14, Cable, Wisconsin
• Life Time The Rad Dirt Fest – September 28, Trinidad, Colorado
• Life Time Big Sugar Gravel presented by Mazda – October 19, Bentonville, Arkansas

Tom Foy, head of PR at Shift Active Media, said: “Our appointment by Life Time Athletic Events is a flagship opportunity for Shift Active Media.

“Not only is it hugely exciting to partner with the leading player in North American cycling events, it’s also a great testament to our proven PR capabilities across global media activation and race press office management.”