Written by Nick Braund • Published 5th November 2018 • 2 minute read

In today’s society, sport has arguably become more important to national pride and goodwill than anything else.

The feeling of euphoria across England while the football team excelled during this summer’s World Cup in Russia was reminiscent of London in 2012 during the Olympic Games. An atmosphere not matched by any political vote, business success or new reality show heartthrob…

With as much influence as our sporting prowess processes, it is unsurprising that the pressures on the athletes are increasing, striving for that extra half a per cent, which often is the difference between wholescale success and failure.

This increased focus in the past decade has coincided with the dramatic surge in technology innovation and investment. Over 1,000 apps are launched every day across the world, with even more gadgets and the next “must have” items flying off the shelves.

We at The PHA Group see first-hand the sheer amount of incredible tech developments and their new applications being produced by businesses across the globe. From PropTech to MedTech, a new dawn is upon us, FitTech.

It’s natural that the worlds of sport & fitness and technology have crossed paths to create the landscape we see today where innovation dramatically influences the way we watch, play, train and enjoy sport, with developments such as goal-line technology creating both front and back-page news.

From wearable tracking devices (leading brands include Garmin and Fitbit), personal-trainer-in-your-pocket apps (LDN Muscle & Madbarz are two of our favourites) to revolutionary injury prevention and curing accessories (Normatec & HyperIce’s Vyper 2 are both well worth checking out for those aches and pains), these gadgets and many others can dramatically affect the way we live our sport and fitness lives.

Each creation has the ability to give someone that little extra they need to achieve a new goal – whether it’s starting to exercise once a week, completing your eighth Ironman Triathlon or winning that first Olympic Gold; the insight and expertise provided by combining the great minds of fitness pioneers with technology developers can, has and will continue to transform the fitness landscape for the better.

With so many new tools and devices across each discipline, it is important that your brand receives the right media awareness and visibility it deserves. We are experts in putting your product or service in front of the right audience through a consistent and quality media campaign to help achieve your aims of helping athletes achieve theirs.