Archives: Press Releases

Female-founded outdoor apparel startup SheFly Apparel has won an Outdoor Retailer Innovation award for their Go Free™ Legging coming out later this year. This is the second time SheFly has received the OR Innovation Award after winning last year for their Go There™ Pant. Led by Co-founders Georgia Grace Edwards and Charlotte Massey, SheFly Apparel is a women’s apparel brand on a mission to make the outdoors better for all people by reimagining what’s possible through innovative and inclusive product development. Their Go There™ Pant and Go Free™ Legging feature a patented zipper that allows everyone to ‘answer nature’s call’ and relieve themselves outdoors with comfort and safety.

“Congratulations to the winners and all of the finalists at this year’s Outdoor Retailer Innovation Awards,” said Marisa Nicholson, Outdoor Retailer senior vice president and show director. “These awards are a big celebration of progress and original ideas from across our industry and offers our community an opportunity to recognize all of the work happening to improve the outdoor experience for more people. These innovators are finding sustainable solutions, keeping people connected and safe, and developing new ways to support adventure. It’s this innovation that’s moving our industry forward and that you’ll also discover it first-hand throughout the aisles of Outdoor Retailer.” 

This award was particularly meaningful for the SheFly team, who started attending the Outdoor Retailer show as college students, crashing on couches and volunteering with other companies in order to get free access passes to the event. In more recent years, the SheFly team has worked their way up to showing their products at a shared booth with other small outdoor businesses who work out of the ICELab, a coworking space based in Gunnison, Colorado, where the Moosejaw Mountaineering Outdoor Industry Accelerator is hosted each year.

“We have come a long way since we walked the floor of OR with handwritten business cards and asked other brands to get us passes in exchange for setting up and taking down their booths,” said Charlotte Massey, Co-Founder of SheFly. “This second Innovation Award solidifies our role as problem solvers within the outdoor industry. We started this company from our dorm room floors because we were frustrated that our clothing wasn’t designed with our bodies in mind. We are thrilled to continue investing in product development that actually solves real problems and improves people’s lives in ways that matter.” 

In her acceptance speech, Co-Founder Georgia Grace Edwards emphasized, “If you want to keep seeing innovations that are breaking the status quo, that are solving real problems for real people, that are making the outdoors a more accessible and inclusive place for everyone, then keep supporting startups. This product truly was and is a collaborative effort…Thank you to everyone who has supported us from day 1 — our customers, our community, our manufacturers, our brand and retail partners, our mentors, our investors, our team – so many people have taken a chance on us, and this shows that it’s paying off.” 

This is just the latest win in SheFly’s rapid rise as a leader within the outdoor industry. The primarily D2C brand has been blowing up online through a series of viral TikTok and Instagram videos, including several with views in the tens of millions. This virality translated directly into sales growth and led to a feature in Outside Business Journal.

SheFly has announced the upcoming release of two new products: their Go Free™ Leggings, which won a 2023 Innovation Award, and their Go There™ Shorts, which utilize the same zipper design as their cult favorite Go There™ Pant.

SheFly products are currently available for sale on their website, in most Moosejaw Mountaineering doors, and in select stores across the country.

Four-season mountain athletes, Owen Leeper, Mons Røisland, Darcy Conover, Robin Viera and Ren Walkenhorst, join Norrøna’s team of ambassadors aiming to inspire

BOULDER, Colo. (Jan. 19, 2023) — Norrøna, the Norwegian outdoor brand known for its sustainably built, premium outerwear, welcomes ten new talented athletes to the Norrøna ambassador team, including Owen Leeper, Mons Røisland, Darcy Conover, Robin Viera and Ren Walkenhorst. Norrøna ambassadors are a key component to the brand’s extreme user testing process, which involves over 250 hours of in-field testing for each product, down to the beanies.

“Our ambassadors are skiers, snowboarders, mountain bikers, trail runners and all-around exemplary human beings who appreciate spending quality time in nature, pushing their limits and inspiring others to do the same,” says Jørgen Jørgensen, CEO and fourth-generation owner of Norrøna. “We welcome Owen, Mons, Darcy, Robin, Ren and other new ambassadors to the Norrøna family and look forward to them playing an integral role in pushing our product development and brand forward.” 

Owen Leeper (@o_leeps) has been on charging on skis since the age of four. With roots in Aspen, Colorado, Owen has called Jackson Hole, Wyoming his backyard for nearly a decade, where he can be found flipping off cliffs in the backcountry and searching out deep powder lines.

Darcy Conover (@darcenator) currently calls Aspen, Colorado home and has been on the summit of every Colorado 14,000-foot peak, as well as Mt. Kilimanjaro. When she’s not skiing, Darcy can be found making crafts with her daughter and enjoying a good book.

 

Robin Viera (@mindfullyrobin) comes to Norrøna from Bend, Oregon with a diverse background, including being a former college soccer athlete, which she later channeled into competitive trail running and gravel bike riding. Robin’s hidden talents include playing the violin and unicycling.

Based in Oslo, Norway, Mons Røisland (@monsroisland), is an accomplished snowboarder, winning an Olympic silver medal from Beijing in 2022 in the big air snowboarding event and earning a world cup title in the same year. During the warmer seasons, Mons can be found downhill mountain biking, surfing and camping. 

Ren Walkenhorst (@adrentures) is as comfortable on a surfboard and in trail running shoes as he is on skis. With Bend, Oregon as a homebase, Ren enjoys all of his favorite outdoor activities year-round.

“I’m thrilled to be joining the team at Norrona,” says new ambassador, Ren Walkenhost. “On top of making rad products, the brand weaves responsibility into every step of their process. The quality and intention that goes into each piece is a gear nerd’s dream and it all helps facilitate amazing days adventuring out in nature.”

The new ambassadors will be joining an already incredible team of athletes, including Torstein Horgmo, Chris Davenport, Delilah Cupp and Nikolai Schirmer.

New ambassador member, Mons Røisland, will be joining Torstein Horgmo for a meet and greet at the Norrøna store in Boulder, CO on January 30^th. For more details and to sign up , please visit https://www.norrona.com/en-GB/events/an-evening-with-two-shredders/.

For details on the full international team, visit https://www.norrona.com/en-GB/about-norrona/our-ambassadors/.

For media inquiries, please contact rob.steffens@rygr.us.

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About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products. Today, four generations later, Norrøna is still a family-owned and run company and a leader in the growing market of sustainable sportswear. www.norrona.com

Backpacker’s Pantry, a family-owned maker of gourmet adventure meals, announces its annual donations for the 2022 calendar year. Over the course of the past year, Backpacker’s Pantry donated a combined total of approximately $178,000 to 12 organizations including: 1% for the Planet, American Hiking Society, Cal-Wood Education Center, Community Food Share, Community Foundation Boulder County, The Conservation Alliance, Conscious Alliance, Continental Divide Trail Coalition, Outdoor Afro, SLOW Money Initiative and Thorne Nature Experience.

“Backpacker’s Pantry is our seventh longest-standing member, with a partnership that dates back to 1990, the year after we were founded. Throughout the years, Backpacker’s Pantry has exemplified what it means to be an engaged member by providing additional financial support, supporting cause marketing campaigns, sharing content, and participating in our advocacy efforts through sign-on letters, op-eds, and trips to DC to further our priority campaigns,” said Conor McElyea, Director of Membership and Partnerships at The Conservation Alliance.  “We feel extremely fortunate to have the team at Backpacker’s Pantry by our side as we work to create a world where people, places, and wildlife thrive together.”

“We are honored to have Backpacker’s Pantry as part of our ever-growing ALLIANCE,” said Justin Levy, Executive Director at the Conscious Alliance. “From product donations to healthy and innovative product creation for the communities we serve, we know that the Backpacker’s Pantry team always has our back in our efforts to end hunger.”

For 2023, Backpacker’s Pantry will expand its nonprofit recipients, adding The Freshwater Trust, Camping to Connect, and Partnership for the National Trail System to its list of partners. The partners that will carry over from last year include: 1% for the Planet, American Hiking Society, Cal-Wood Education Center, Conscious Alliance, The Conservation Alliance, Continental Divide Trail Coalition, SLOW Money Institute, Thorne Nature Experience, and University of Colorado Foundation.

“We have the privilege of running this business in a way that considers environmental stewardship of equal consequence to financial outcomes,” said Duane Primozich, CEO at Backpacker’s Pantry. “We select our philanthropic partners with the same rigor used for making strategic business decisions and we are thrilled to be continuing support for long-term partners like The Conservation Alliance and initiating three new partnerships. In 2023, we’ll be supporting ecosystem resilience and fresh water conservation through The Freshwater Trust, access, inclusion, and connection through Camping to Connect and land conservation and protection through the Partnership for the National Trail System. Each of these new and legacy groups does incredible work and it is our privilege to support that work.”

For more information on Backpacker’s Pantry, please visit: https://backpackerspantry.com 

About Backpacker’s Pantry

Backpacker’s Pantry is a Boulder-based, family-owned producer of gourmet adventure meals made with healthy and sustainable ingredients. Since 1951, the company has been delivering high-quality freeze-dried meals with an emphasis on taste. To give back to the community we love, the places we adventure and the planet we must protect, Backpacker’s Pantry donates 1% of every sale, every day to nonprofits around the world through 1% For the Planet and is 100% solar powered. Today, Backpacker’s Pantry is sold in over 2,000 stores in North America. For more information and a complete list of products, visit https://backpackerspantry.com.

About American Outdoor Products

American Outdoor Products (AOP) is a food manufacturer located in the foothills of the Rocky Mountains in Boulder, CO.  Established in 1951, American Outdoor Products remains an independent, privately held, family-owned and operated company distributing products throughout the world. Inspired by a passion for unique cuisine and exciting adventures, the company produces Backpacker’s Pantry, adventure food for the outdoors; Astronaut Foods, out-of-this-world novelty treats; Chef Soraya grab-and-go plant-based meals; and Colorado Spice, all-natural and organic artisan spice blends. To learn more, visit: https://backpackerspantry.com

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Outdoor industry guides, instructors, employees, and other professionals team up with Outdoor Prolink to give back.

Outdoor Prolink, the pro purchase program created for outdoor professionals at the heart of the industry, asks that their members give a micro-donation at checkout when making purchases on the outdoorprolink.com store. At the end of 2022, Outdoor Prolink and its members finished off the year by raising $82,970, which went to five organizations; American Whitewater, Boulder County Wildfire Fund, The Conservation Alliance, PridePads Africa, and Protect Our Winters.

Each year, Outdoor Prolink selects nonprofits focused on their core values, including climate change, conservation, and sustainability. On Giving Tuesday alone, Outdoor Prolink members donated $1,104, and Outdoor Prolink matched those donations with $1,000.

“Giving back to the community is a foundational value at Outdoor Prolink, and one we take to heart. We are so excited to continue to support the outdoor industry and double down on our commitment to our nonprofit partners,” said Gareth Richards, founder of Outdoor Prolink.

“We are so grateful to the Outdoor Prolink Community for standing with PridePads Africa in support of menstrual health and hygiene, education, and women’s economic empowerment,” said Marisa Kellogg, Executive Director. “Thanks to your generosity, PridePads will be able to continue the important work of teaching menstrual health education and providing biodegradable pads so that girls can stay in school during their periods. Investing in girls is investing in our collective future, and we thank you for helping to Break the Taboo in 2022!”

“Strategic partnerships are foundational for our ability to build the Outdoor State into the most influential and impactful climate group in the United States,” said Justin Van Saghi, Strategic Partnerships Manager, Protect Our Winters. “Partnering with Outdoor Prolink allows us to get in front of a large, dedicated community of outdoor enthusiasts, people who are the core of The Outdoor State and bring them into our advocacy efforts as we work to change the trajectory of climate change.”

“2022 marked another wildly successful year for The Conservation Alliance and its partners. Through the collective efforts of more than 270 member companies, the Alliance awarded a record $2.2m in grants to 56 organizations,” said Conor McElyea, Senior Director of Membership and Partnership at The Conservation Alliance. “In addition, we saw 14 projects cross the finish line, permanently protecting 178,815 acres of wildlands. Outdoor Prolink’s support has played a pivotal role in enhancing the efforts of our coalition to further protections of the places we all love to explore, and we look forward to furthering our partnership in 2023.”

New for 2023, Outdoor Prolink will choose a different non-profit partner each month throughout the calendar year that Outdoor Prolink professionals will be asked to give a micro-donation to at checkout. Similar to previous years, Outdoor Prolink will also match donations on Giving Tuesday, with money raised going towards the same non-profit partners they’ve historically supported.

To learn more about Outdoor Prolink, please visit: outdoorprolink.com.

About Outdoor Prolink

Founded in 2004, Outdoor Prolink acts as the facilitator of trust to connect qualified outdoor professionals with the best outdoor brands. Utilizing a strict vetting process, Outdoor Prolink strives to be the most authentic and responsible pro purchase program in the industry. Through the platform, brands engage trusted outdoor professionals and utilize their influence to drive retail sales growth. Qualified outdoor professionals earn privileged discounts on the outdoor gear they rely on for their work, in order to further the pursuit of outdoor recreation for everyone.

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FOR IMMEDIATE RELEASE

NC-based agency to spearhead PR for Shimano’s deep lineup of premium fishing products

 

January 18, 2023 – Charleston, SC – Shimano North America Fishing, manufacturers of industry-leading fishing tackle systems, proudly announces its partnership with Darby Communications, an Asheville, NC-based PR and marketing agency specializing in the outdoors, active lifestyle, and fishing markets. Effective immediately, Darby Communications will serve as Shimano North America Fishing’s agency of record, working with its portfolio of brands to proactively amplify product and brand awareness in the broader fishing industry through PR and media relations services.

“Darby Communications exhibits all the qualities we were looking for in a PR partner–a record of success in the immediate fishing space, a high level of experience within the greater outdoor industry, and an unwavering commitment to client success,” says Sarah Harper Burke, Senior Marketing Manager at Shimano North America Fishing. “We’re very excited for what’s to come.”

Forged on a foundation of craftsmanship and innovation, Shimano continues to leverage global technologies and vertical manufacturing practices to develop premium regionally-specific fishing tackle systems for anglers compelled by on-water experiences. Composed of Shimano, Jackall, PowerPro, and G.Loomis, Shimano North America Fishing delivers cutting-edge fishing rods, reels, lures, and lines that perform better than anything else on the market for the full spectrum of anglers.

Darby Communications will support new product launches and work to promote Shimano North America Fishing’s deep lineup of products through consistent media outreach, media event management, and trade show support. With vast experience in the outdoor and fishing industry, the Darby team is eager to capitalize on connections that will introduce the brand to new audiences and deepen relationships within endemic fishing media.

“It is a true pleasure to work with a collection of brands focused on promoting health and happiness through the enjoyment of nature and the world around us,” states agency Vice President of Operations Cory Van Auken. “With our passionate team of outdoor and on-water enthusiasts, we’re thrilled to represent the most respected names in the fishing arena.”

For more information on Shimano North America Fishing and the latest product releases, please contact Kade Gewanter at Kade@darbycommunications.com.

 

About Shimano North America Fishing

Since 1970, Shimano has been a global manufacturer of industry-leading fishing tackle systems built for anglers compelled by experiences on the water. Shimano designs, manufactures, and markets a deep lineup of angling-specific products focused on promoting health and happiness through the enjoyment of nature and the world around us. The company proudly maintains a portfolio of four consumer-preferred brands: Shimano, G.Loomis, Jackall, and PowerPro. You can learn more at https://fish.shimano.com/en-US or follow on social @fish_shimano_north_america/, @fishgloomis, @jackall_usa, and @fishpowerpro.

 

About Darby Communications

Darby Communications is a boutique PR & digital marketing agency serving the outdoor, active lifestyle, fishing, and craft food and beverage industries through impactful media placement, digital advertising, email marketing, social media management, and content writing. Headquartered in Asheville, NC with a coast-to-coast portfolio, Darby Communications takes a team approach to everything it does for clients and has worked with many respected companies. Learn more at www.darbycommunications.com or follow on social @darbycomm.

Velocity Global CEO Ben Wright to also raise funds through the World Marathon Challenge

 

Denver, Colorado, January 18, 2023 – Velocity Global and FT Partners announce a transformational gift to First Descents to further impact their work and provide life-changing outdoor adventures to adults impacted by serious disease. The two companies committed to allocate $1 million from the recently closed series B transaction.

“When Steve approached me with the idea of making a sizable donation to a charity, I knew we had chosen the right partner in FT Partners. Not only did their team quarterback this astounding capital raise, their interest in using our respective platforms for good in the world speaks to their integrity. I am incredibly grateful to Steve McLaughlin and the entire FT Partners organization and honored to be running the World Marathon Challenge on behalf of this incredible organization,” said Ben Wright, Founder & CEO at Velocity Global.

“While advising Ben and the Velocity Global Team, I learned about Ben’s passion for First Descents’ mission, and the decision to partner on this donation became a no-brainer. Thoughtful philanthropy is a key part of who we are at FT Partners, and I feel fortunate that Ben introduced us to First Descents given the tremendous compassion they have for those less fortunate,” said Steve McLaughlin, Founder & CEO of FT Partners.

The $1M unrestricted contribution is meant to pave the way for future programming, activation, and outreach for First Descents, and the communities they serve. In 2023, First Descents will administer more than 50 weeklong programs nationwide including whitewater kayaking, rock climbing, and surfing. The organization partners with over 500 hospitals, clinics, and patient advocacy groups to reach young adults (ages 18-39) coping with cancer and multiple sclerosis.

To further amplify funds and awareness for First Descents, Velocity Global Founder Ben Wright is running the World Marathon Challenge, a physical and logistical challenge that consists of running 7 marathons on 7 continents in 7 days. The event commences in Antarctica on January 31st and proceeds to Cape Town, South Africa, Perth, Australia, Dubai, UAE, Madrid, Spain, and Fortaleza, Brasil, before concluding in Miami on February 6th. Ben seeks to raise $183,000 to advance First Descents’ programming, representing $1,000 for every mile run.

“This leadership gift and Ben’s running of the World Marathon Challenge combine to greatly elevate our capacity to serve,” said Ryan O’Donoghue, CEO at First Descents. “With more than 100,000 young adults diagnosed with cancer and MS annually, the need to extend free psychosocial supportive care is great. This support will enable First Descents to address constraints in reaching more patients, enabling thousands more to experience the healing power of adventure.”

 

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ABOUT VELOCITY GLOBAL

Velocity Global helps you compliantly hire, pay, and manage anyone, anywhere. We simplify the employer and talent experience—combining cloud-based technology and unmatched human support in 185+ countries. Start hiring across borders at VelocityGlobal.com.

 

ABOUT FT Partners

Financial Technology Partners (“FT Partners”) is the only investment banking firm focused exclusively on providing top-tier strategic and financial advisory services to FinTech CEOs, founders and investors. The Firm offers CEOs and investors a wide array of strategic advisory services in mission-critical transactions including Private Capital, M&A, IPO Advisory, Debt Advisory, LBOs and Recapitalizations. With offices in San Francisco, New York and London, FT Partners is comprised of a team of experienced investment bankers formerly with the financial technology, M&A and investment banking groups of Goldman Sachs, Citi, JP Morgan and Morgan Stanley. FT Partners regularly publishes detailed research reports, transaction profiles, and CEO interviews highlighting key trends driving market activity across the FinTech landscape. Follow us on Twitter, connect on LinkedIn, and visit our Research page for more real time updates. Visit www.ftpartners.com for more information.

 

ABOUT FIRST DESCENTS

First Descents (FD) is a leader in adventure-based healing. Through outdoor adventure, community building, and lifestyle development, FD improves long-term survivorship and quality of life for young adults impacted by cancer and other serious health conditions. Headquartered in Denver, First Descents has served more than 10,000 participants over the last 20 years. Beginning in 2020, First Descents launched programs for healthcare workers on the frontlines of COVID-19. All services are fully-adaptive and free of charge. A Guidestar Platinum-ranked nonprofit, First Descents has been recognized on CNN Heroes and Outside Magazine’s Best Places to Work.

 

ABOUT WORLD MARATHON CHALLENGE

The World Marathon Challenge is a logistical and physical challenge to run seven marathons on seven continents in seven days. Competitors must run the standard 42.2km marathon distance in Antarctica, Africa, Australia, Asia, Europe, South America and North America within 168 hours, or 7 days. The clock starts when the first marathon begins in Antarctica. Visit www.worldmarathonchallenge.com to learn more.

 

RESOURCES:    Ben Wright World Marathon Challenge Page (link)

The Woolmark Company and Luna Rossa Prada Pirelli have unveiled the ground-breaking technical team kit to be worn as it vies for victory during the 37^th America’s Cup.

Returning as the official technical partner for the Luna Rossa Prada Pirelli sailing team, The Woolmark Company has worked closely with the Luna Rossa Prada Pirelli product development team to expand the current kit to include performance-first apparel for cycling, running and gym-based training activities.

WATCH THE NEW CAMPAIGN VIDEO HERE

With a focus on technical performance, and the added benefit of protecting the ocean, Merino wool proves to be the added element for Luna Rossa Prada Pirelli.

The new custom-made kit includes Merino wool-rich T-shirts, hoodies, shorts, leggings, a cycling suit, a waterproof jacket and a revolutionary ultralight windbreaker. At just 60gsm, the 55% Merino wool windbreaker is wind-proof thanks to the density of the weave, and the presence of Merino wool ensures superior breathability.

The cycling suit has also been specially designed to meet the demanding conditions the Luna Rossa Prada Pirelli team will face. Using an innovative Merino wool-rich fabric, the interlock suit delivers enhanced temperature regulation and moisture management benefits, excelling in different weather conditions and intensity levels.

“Product innovation has once again been a crucial factor when designing the technical kit for the Luna Rossa Prada Pirelli team,” explains The Woolmark Company Managing Director John Roberts. “With a focus on lightness, elasticity, strength and moisture wicking properties, our internal experts met with the Luna Rossa Prada Pirelli product development team armed with a selection of the best commercially available Merino wool fabrics. Where further development was needed, the teams worked together to create unique fabrics destined to deliver the added element.”

The original performance fibre, Merino wool has the versatility to enhance performance across key on-shore and offshore activities. The partnership once again celebrates Merino wool as the added element that unlocks greater sporting performance, but also as a key material created in – and defined by – the forces of nature, put to the ultimate test by this elite sailing team.

Passionate about improving ocean health and reducing its impact, the Luna Rossa Prada Pirelli team once again turns to wool – a fibre praised for its biodegradable nature, backed by science which shows the fibre does not contribute to microplastic pollution.

“I am pleased about the renewal of the technical partnership with The Woolmark Company, on the road to the 37th America’s Cup,” says Max Sirena Team Director and Skipper of the Luna Rossa Prada Pirelli team. “Wearing good quality sportswear for a team like Luna Rossa Prada Pirelli means enhancing our performance. After testing the garments in a wide range of conditions during the previous America’s Cup, we discovered the unique properties of Merino wool in terms of elasticity, breathability, comfort, insulation, and water resistance. Having had an excellent experience with these uniforms, we took the opportunity to develop a training kit together, exploiting the features of this natural fibre that, moreover, is perfectly in line with our lifestyle and the sustainability policy pursued by Luna Rossa Prada Pirelli.

“Luna Rossa Prada Pirelli and The Woolmark Company consolidate their joined commitment in terms of innovation, technology and social responsibility by renewing their technical partnership,” said Prada Group Marketing Director & Head of Corporate Social Responsibility Lorenzo Bertelli. “The last edition proved how Merino wool is the perfect partner to ensure high-quality performances thanks to its natural qualities. We are pleased to extend the presence of this 100% natural fibre also in the training uniforms, underlining once again the team’s commitment to safeguarding the oceans.”

Catch the Luna Rossa Prada Pirelli team in action during the 37^th America’s Cup.

 

Join the conversation:

#woolmark

Facebook: @thewoolmarkcompany

Twitter: @woolmark

Instagram: @thewoolmarkcompany

Youtube: www.youtube.com/thewoolmarkcompany

 

About The Woolmark Company:

The Woolmark Company is the global authority on wool. Through our extensive network of relationships spanning the international textile and fashion industries, we highlight Australian wool’s position as the world’s premium, sustainable fibre that is optimal for circular, traceable products.

The Woolmark logo is one of the world’s most recognised and respected brands, providing assurance of the highest quality, and representing pioneering excellence and innovation from farm through to finished product.

The Woolmark Company is a subsidiary of Australian Wool Innovation, a not-for-profit enterprise that conducts research, development and marketing along the worldwide supply chain for Australian wool on behalf of about 60,000 woolgrowers that help fund the company.

FOR IMMEDIATE RELEASE

First-of-its-kind off-road cycling series profiled beautifully through six-episode “Call of a Life Time” video series, featuring behind-the-scenes look at the athletes’ incredible journeys.

 

Boulder, Colo., (Jan. 17, 2023) — Life Time (NYSE: LTH), the nation’s premier healthy lifestyle brand, announces “Call of a Life Time,” a docuseries made up of six binge-worthy episodes that follows the elite women and men in the inaugural Life Time Grand Prix presented by Mazda.

Launching on January 27, the Docuseries offers a truly unique, behind-the-scenes look into the off-road cycling world and the characters at play. Featuring three gravel and three mountain biking events that are owned and produced by Life Time and make up the Grand Prix, Call of a Life Time explores the intense competition that exists in the United States among 60 of the world’s elite cyclists. Each episode will expose their highs, lows, drama, self doubt, turmoil and accomplishments, and what it took emotionally and physically for them to perform at the highest level over the grueling, seven-month-long 2022 race season.

The most iconic races in the country are memorized in each of the six episodes, including the Life Time Garmin UNBOUND Gravel presented by Craft Sportswear and the Stages Cycling Leadville Trail 100 MTB. The Docuseries finale showcases the Life Time Big Sugar Gravel presented by Mazda, which took place in Bentonville, Ark. in October, culminating the Grand Prix season and revealing which athletes walked away with the $250,000 prize purse.

The series was filmed by the award-winning production company, Cold Collaborative, and conceptualized by director and company founder, Shannon Vandivier.

“When I was first approached by Life Time with the opportunity to create this docuseries, I was inspired by “Drive to Survive,” the Formula 1 Netflix series. The idea was to focus more on the characters and to glorify the races/championship aspect a bit less,” said Vandivier. “We discovered that so many of the athletes are out there because they want to be ambassadors, to inspire others to get outside and use the bike as a vector for getting more people outdoors. That’s really the mark of one of these athletes. They’re getting paid to go race but, equally as much, they are there to represent their sponsors and be an ambassador. We wanted to uncover why they do this kind of thing, and what it takes emotionally and physically.”

When asked about the process of creating this docuseries, Vandivier said, “It’s a complicated process, as a director. On average, we had seven people at each race over the course of the past year, pouring massive amounts of time, effort, and creativity into this project. I’m damn proud of the team and want to celebrate them because they were the ones who were able to execute the vision. Whether you’re a dedicated cyclist, a weekend warrior or simply wishing to draw inspiration in your own life, the series is sure to entertain all.”

The format of the series flips back and forth, with the first (Sea Otter Classic) and last (Big Sugar Gravel) episodes highlighting both the women’s and men’s races, the second event (Unbound Gravel) highlighting the men’s race, the third event (Crusher in the Tushar) highlighting the women’s race, and so on.

• Episode 1: Marathon mountain bike race at the Life Time Sea Otter Classic presented by Continental in Monterey, Calif.
• Episode 2: 200-mile Garmin UNBOUND Gravel presented by Craft Sportswear in Emporia, Kan.
• Episode 3: 70-mile Life Time Crusher in the Tushar presented by The Creamery in Beaver, Utah
• Episode 4: Stages Cycling Leadville Trail 100 MTB in Leadville, Colo.
• Episode 5: 40-mile Life Time Chequamegon MTB presented by Trek in Cable, Wis.
• Episode 6: 100-mile Life Time Big Sugar Gravel presented by Mazda in Bentonville, Ark.

“A key objective for creating the Life Time Grand Prix was to generate fandom around the United States cycling scene. The Call of a Life Time aims to showcase the humans who exemplify this scene by profiling their personalities on and off the bike and their unique and relatable stories. We truly are grateful to the many athletes who dedicated hours of their time throughout the 2022 season to help bring this beautiful storytelling piece to life and we couldn’t be more excited to share it with the world,” said Michelle Duffy, Director of Brand & Content for Events at Life Time, and Co-Executive Producer of the Call of a Life Time series. “Cycling fans will be able to reminisce on the exciting 2022 season, while non-cyclists (and new fans) can indulge in the drama and complexity of these athletes, their unique stories and the sport as a whole.”

All six episodes will be available for free on the Life Time Grand Prix YouTube channel and premiere on January 27 at 6 p.m. CST. Subscribe today and check out the official trailer: https://youtu.be/lFLk0LUYETU. Tune in to the Life Time Grand Prix social channels (Instagram: @lifetimegrandprix, Twitter: @LTGrandPrix, Facebook: @LifeTimeGrandPrix) for other behind the scenes clips leading up to the premier.

To learn more about the Life Time Grand Prix series presented by Mazda and view the roster of athletes selected for the 2023 series, please visit https://www.lifetimegrandprix.com. More information about Life Time athletic events is available at https://my.lifetime.life/athletic-events.html.

 

About Life Time®, Inc.

Life Time (NYSE: LTH) empowers people to live healthy, happy lives through its portfolio of more than 160 athletic country clubs across the United States and Canada. The Company’s healthy way of life communities and ecosystem address all aspects of healthy living, healthy aging and healthy entertainment for people 90 days to 90+ years old. Supported by a team of more than 30,000 dedicated professionals, Life Time is committed to providing the best programs and experiences through its clubs, iconic athletic events and comprehensive digital platform.

 

About Cold Collaborative

Cold Collaborative pursues stories centered around adventure and conservation because we believe that life is lived better outside. What sets Cold Collab apart from other production companies is our unwillingness to compromise this ethos. As filmmakers, we seek high cinematic value with the use of a RED & CANON platform, using a mixture of Verite and dynamic movement. Cold Collab’s minimal approach has the ability to engage in stories in a way that provides unique authenticity and moments of raw value. To learn more about Cold Collaborative, visit: https://coldcollab.com.

 

About Shannon Vandivier

Shannon Vandivier is Cold Collaborative’s Owner and Director. Shannon is a skilled filmmaker whose desire is to focus on stories that engage us on an intrinsic human level. His cinematic style focuses on curating stories of journalistic integrity and high cinematic value. To learn more about Shannon, visit: https://www.linkedin.com/in/shannon-vandivier.

 

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