Aspire | PR & Marketing services specialising in sport, health & fitness and lifestyle.

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We have been working with cycling brand Altura on a number of online influencer projects over recent months.

Indoor Cycling Just Got better

The plan for the Indoor Cycling Event with Altura was to engage with a number of health & Fitness influencers/bloggers about the benefits of cyclewear for indoor cycling.

To experience first hand Altura’s products we invited the influencers to BOOM Cycle, Holborn indoor cycling studio. Through a high-tempo, fun indoor cycling session we created a buzz about Altura’s product range and demonstrate first-hand the key product features. 

On arrival the influencers were kitted out in Altura padded shorts and a short sleeved jersey to wear during the session. Tony Vickers, Altura Brand Manager introduced the products through an informal talk explaining the features of the kit, with its improved style, comfort and performance.

 Kitted up, our guests experienced a 30 minute high-energy, music-focused, workout led by BOOM instructor Naomi. Afterwards the group tucked into delicious BOOM recovery shakes. 

The group departed armed with a new appreciation for Altura performance cycling gear and goody bags bulging with a Camelbak bottle plus a TORQ Gel, Bar, Recovery Sachet and Energy Sachet to aid recovery, 

Ride London

We identified Ride London as an opportunity to showcase Altura’s women’s product range through key influencers participating in this fantastic three day festival of cycling. Now in its 4th year Ride London is a legacy of the 2012 Olympics. The presence of the world’s best professional cyclists brings thousands of spectators to the streets of London and in excess of 26,000 riders take part in the Sunday 100 mile sportive. 

Our initial in-depth research led to a shortlist of 20 potential influencers from which we selected 5 to approach. A lifestyle blogger, BBC Radio 2 presenter, blogger, fitness blogger and a PT Trainer & writer agreed to engage with Altura on this project. 

We sent each influencer an introduction to Altura together with an explanation as to how Altura kit could help them reach their Ride London goals. We advised the influencers on the best way to engage with Altura through social channels before, during and after the event and fantastic kit packs were sent out to each influencer. 

In addition to their own posts and account activity, the influencers responded positively to the tweets from Altura and liked and/or replied to the tweets. 

Our relationship with the influencers has continued well after the event and we’re considering next steps for Altura using this same successful formula. 

Cycle to Work Day

Our objective was to harness the opportunity of Cycle to Work day to position Altura as helpful experts in all things cycling. Cycle to Work Day is a national event held annually in September. It aims to encourage everyone to take to two wheels and cycle to work for at least one day.

We drew up a shortlist of potential influencers with a genuine passion for cycling. Fitness and TV Personality Julie Montague and Ex-Olympian Sally Gunnell were selected. We introduced them to the Altura brand and gifted them an Ultimate Safety and Performance kit.

On the day itself we ran a Twitter competition and Altura employees tweeted their own love for cycling. A blog post was uploaded to Huffington Post with top tips for continuing to cycle through the winter months. Readers were encouraged to continue the discussion on social media #AlturaCommute.

We tested the water with this activity and will investigate an official partnership with Cycle to Work Day next year.

ZyroFisher is the largest privately-owned cycling parts and accessories distributor in the UK. They represent more than 30 brands including Altura, Bell, Giro, Blackburn, Camelbak, Panaracer, Torq and more.  Aspire began working with ZyroFisher in 2016 handling lifestyle PR projects.  

As cycle participation reaches record highs, ZyroFisher appointed Aspire with a desire to reach a wider demographic than the cycling specialist PR handled in house. 

Aspire work across a selection of ZyroFisher’s brands, including the UK’s best selling cycling apparel brand, Altura. As part of the brief Aspire will be creating campaigns to get mainstream press and their readers excited about cycling and the kit required.

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