Threshold Sports Announce Acquisition By Infront

Threshold Sports

Threshold Sports, one of the UK’s fastest growing sports events agencies have announced its acquisition by global sports marketing company, Infront.

Threshold is the company behind events like Dixons Carphone Race to the Stones, HEINEKEN Race to the Tower and Race to the King, the Deloitte Ride Across Britain and Dulux London Revolution.

Infront has been steadily building its Personal & Corporate Fitness portfolio – from the acquisition of B2Run in 2013, to the recent acquisitions of BARMER Women’s Run, XLETIX Challenge and Muddy Angels Run in 2018. Its footprint of events now spans 12 countries and offers more than 500,000 participants a wide range of fitness challenges.

Threshold founder Julian Mack and CEO Nick Tuppen will continue to lead the company. Julian Mack said: “Threshold’s purpose, through the medium of outdoor challenges, is to help people understand how much more they are capable of in life. With Infront’s energy, ambition, scale and measured approach we will be able to take our purpose to thousands more participants, charities, sponsors and employees across the UK and Europe. It is a gilt-edged opportunity to push ourselves to much greater things.”