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Last week saw the biggest gaming industry event dedicated to solutions, content and networking with some of the largest names in the business descend on London – ICE London. We take a look at the companies that are leading the way in both the online and offline gaming sectors.

Fantasy sports interactive

Fantasy sports interactive or FSI is the award-winning, fantasy sports betting software company. This innovative business not only offers a range of fantasy sport gaming options but is also the first company to launch fantasy better in Europe through their own platform.

Their rich insights into fantasy sports betting and skill gaming offer a tailored white-label solution to iGaming operators and businesses seeking a modern and effective way to gain new customers. If you need to create an engaging, competitive and full licensed iGaming product, FSI is the business to get in touch with.

Perform Group

Perform Group is a leading digital sports content and media group, who strive to connect the world through sport by producing the most detailed and engaging content around. With consistent advances in technology, and changes in the way fans consume content, Perform want to lead the charge and elevate the users experience.

It’s also worth mentioning the great charity work that Perform have done in the past.  Working with Plan International, the project focuses on lifting children out of poverty and advancing gender equality through the power of sport.

During their time in India, Perform managed to reach 12,895 children either through sports, life skills and awareness sessions. We can’t wait to read about all the great work they achieve in their upcoming CSR project in Brazil!

Super Spade Games

Super Spade Games offers a classy and flexible live dealer format for gaming operators from all around the globe and provide a service for white label providers too.

By delivering a unique and extraordinary gaming experience to players across a host of live dealer games. Innovation is at the heart of everything that Super Spade Games does. With their friendly interface and fast development work, watch out for Super Spade Games throughout 2019.


 Crowned sports betting supplier of the year in 2018 and one of the leading providers of sophisticated software to the regulated sports betting sector. Betgenius provide robust and unique technology that aids both international bookmakers and lottery operators the ability to increase performance across both trading and marketing.

Founded in 2000, Betgenius has risen to the top and are proud to supply not only the world’s biggest sportsbooks, but also own the fastest and most accurate live data around.

Storm Gaming Technology

For the fifth year running, Storm GT exhibited at this years’ ICE London event. The UK’s most progressive, independent gaming company has been creating gaming software and platforms, specifically for the pub, bar, club and arcade sectors across both domestic and international markets for the past decade.

With over 5,000 kiosks installed in over 12 countries, Storm GT specialises in game development, kiosk manufacturing, graphics and 3D modelling. Their philosophy is based around building and nurturing relationships that evolve into fully fledged partnerships that lead to the possibility of relevant opportunities.

Are you looking to establish your reputation within the gambling industry? Are you looking to break-through to a new organisation or audience? Speak to a member of our award-winning team today to find out how we can work with you to deliver a bespoke communications strategy.

Spotlight on ICE London

It sometimes feels like cricket has spent more time ‘dying’ than being played over the last decade, and that state of perpetual existential crisis is only intensifying as the ECB’s new The Hundred competition looms ever larger.

The cricketing public may be anticipating this brave new world with all the enthusiasm of a medium pacer about to trundle in to bowl at Jos Buttler, but what does it mean for the 18 first-class counties?

The Hundred presents both a challenge and an opportunity. A challenge because the advent of franchise cricket will threaten the identity of clubs whose heritage has been woven into the fabric of the game for 130 years. An opportunity because the new competition does not begin until 2020, which gives them one final season to market themselves as bands in their own right to audiences old and new.

The death of country cricket has been much exaggerated. The 2018 Vitality Blast competition drew record aggregate attendance figures in excess of 950,000, compared to 883,000 in 2017, which was a 7% increase on the previous record set in 2015. Run rate at the league stage of this year’s Blast was 8.88 runs per over, the highest of any T20 league globally. The Blast is an exciting product, and counties are showing that an audience can be attracted to watch domestic cricket. The 2019 Blast should be the first to break the one-million barrier in ticket sales.

Ironically, the increasing popularity of the Blast has come in spite of a shoestring marketing budget that has prevented it from competing with the Big Bash and IPL. Attracting more spectators is the key to the long-term survival and financial viability of the domestic game. The ECB has decided it must attract a completely new audience by devising a new cricketing format yet the evidence shows that counties can find a willing audience for T20 if they get the formula right.

The coming year will be crucial for counties. If they promote their T20 offering, through cleverly targeted marketing and PR campaigns, they can attract new fans even if they lack the resources of the ECB’s £41m Hundred.

Cricket’s absence from free-to-air television means that counties need to be creative. Targeted media engagement, community campaigns, and innovative deployment of players are all ways that cricket can target specific sectors to drive interest.

Counties should build on the momentum built by the growth of women’s cricket. Of the 26,000 tickets sold for the Women’s World Cup Final, around 50% were bought by women, and thousands of women across the country took up the sport in the aftermath of the tournament. Counties with a women’s team have a great PR asset, but how many are getting the most out of it?

The Big Bash identified that the gateway to attracting a family audience is interesting mothers in the game. By targeting family sites, women’s titles and mummy bloggers, it’s possible to spread a message quickly through word of mouth and attract larger family audiences. Cricket is a wonderful alternative day out, but somebody needs to be making the case for it to those audiences, rather than getting stuck in a cricketing echo chamber.

That is where counties need to get smart. It is not fair to expect an in-house Press Office, whose bread and butter is dealing with cricket journalists, to devise and execute a strategy to reach mummy bloggers. Or to deliver a coordinated PR campaign to target students, persuading them that a day at their local cricket ground makes a perfect post-exam celebration. Or to think how local businesses can be reached through the media, turning T20 into a corporate team bonding opportunity.

The ECB has decided it needs to find a new audience for cricket and a new way of thinking about the sport. But long-suffering cricket fans should not be taken for granted or ignored. Counties that can find a way to reaffirm their identity can attract new members. Each county has its own ‘brand’: The Oval’s party atmosphere, the sanctity of Lords, the carnival Finals Day feeling at Edgbaston or the charm of Hove and the County Ground. Counties don’t need to be franchises to build a recognisable identity that can appeal to supporters.

Engaging BAME communities more effectively, particularly South Asian communities, is perhaps the greatest challenge that is yet to be solved. Almost 40% of recreational cricket in the UK is played by South Asians, but only 4% make it as professionals at county level. The ECB have launched a South Asian Action Plan, but with more British Asian players coming to prominence, counties could do more to launch community projects to engage these audiences.

Surrey batsman Arun Harinath has family roots in Sri Lanka, and as well as working for the PCA, and writing for Wisden, he has recently launched a cricket podcast, The 12th Men. He has an interesting perspective, which is worth considering:

‘There is a definite disconnect between South Asian communities and professional cricket in the UK. A hearts and minds campaign is needed to change perceptions. There is plenty of cricket played in Asian leagues here in the UK, but many clubs feel ignored by counties, while young cricketers do not feel that there is a pathway to making it professionally.

 ‘Cricket needs to establish itself as the essential summer sport by re-engaging with BAME communities and by reconnecting players with fans. Cricketers aren’t visible enough in the UK, but if we can give them a greater profile, and give youngsters role models to look up to then there is a big opportunity for counties to bridge that disconnect and find a home for those communities. Different audiences need different messages, and hopefully counties are starting to realise that.’

 By seizing the narrative over the coming season, counties can consolidate their brand, reassure members, and entice new audiences into their grounds. Cricket is becoming more innovative on the field with every passing season. If counties can replicate that same innovation off the field in the way they sell their brand to potential audiences they can make 2019 their PR Moment.

 How counties can use 2019 as a PR launchpad

Have you heard of the new hybrid between sport and gaming Esport? Reports from UKIE (UK Interactive Entertainment trade body) suggested that the UK is the 5th largest video game market with approximately over 30 million players in the UK alone, and it is set to be this years’ next big thing.

Last year provided to be a significant year for the world of Esports, with sell-out stadiums, franchised leagues and confirmed as a sport at the 2022 Asia Games, indicates clear progress has been made, as it now looks to adopt a more traditional sporting model.

So why do we think 2019 will be Esports breakthrough year? We look at the organisations backing the movement and how you can get involved.

Government backing

Over the last several months the government has started to show a real interest in Esports, just before the turn of the year, the government announced plans to pump more than £20m into UK creative industries. As part of that initiative, £200,000 was given to the UK games trade body; UKIE, whose attention focuses on the computing curriculum which includes a school Esports league.

Recently UKIE launched a study that explored how participating in Esports can positively affect children and schools overall. The results were staggering, of more than 2,000 students who took part in the study, over 80% stated they would be more likely to participate in other team sports as a result of taking part in Esport tournaments.

The government has also noted that important skills can be introduced to young people at school via Esport games which will help to bridge the skills gap the country currently faces.

eam of Teenage Gamers Play in Multiplayer PC Video Game on a eSport Tournament. Captain Gives Commands into Microphone, Trying Strategically Win the Game.

ePremier League

2019 has seen the launch of the ePremier League Esports tournament. Created in partnership between EA Sports and the Premier League, all 20 Premier League clubs have opted in and gamers are set to battle it out in a tournament in several weeks’ time. At the time of writing, FIFA players from all around the world are competing against each other for the opportunity to represent their club at the playoffs. The initiative will see esports propelled to the next level, due to the Premier League’s global reach and passionate fan base.

Premier League clubs including West Ham United have been quick to realise the potential of tapping into Esports fanbase by hosting their own tournaments. In October 2018 to coincide with the release of FIFA 19, West Ham United along with partner Basset & Gold hosted a tournament with a lucrative £25,000 prize to be won.


Due to Esports rising popularity in the UK, we are starting to see more wealthy investors wanting a slice of the action. London based billionaire Tej Kohli has dipped his toe in the water, setting up a $50m investment to help support European Esports businesses grow.

Whilst Chester King, co-owner of the International Group a health, leisure and hospitality management company has invested both time and money into setting up the British Esports Association. The organisation is now recognised as the national body for Esports in the UK. As founder and CEO, King’s very clear in the goals that the organisation is determined to meet including ‘inspiring new players particularly at a grass root level’, ‘deliver courses and qualifications in Esports’ and ‘maintaining the UK as a hub of excellence for the sport’.

Want to get involved?

Organisations such as the National University Esports League (NUEL) and Gfinity’s Challenger Series have been set up to help bridge the gap between the pro teams and the up-and-comers on the UK scene. Make sure to check them out and see when their next tournaments are taking place, get ranked and hone your skills against level players.

With so many tournaments to choose from here is a small selection of some of our favourites.


Two weekends a year usually in April and August the NEC in Birmingham plays host to multiple tournaments, where there are daily community matches in games like Smash Bros and FIFA which usually offer a few hundred pounds to the winner. Entry is free, and Insomnia has announced that if a game receives big support, they might include them as major events with big incentive prizes.

ESL UK & Ireland

ESL hosts several weekly and community cup events all for payers with differing skill level. Although for the more established players there’s the ESL Premiership, a league that results in a playoff final with prizes reaching close to £10,000 for some games.


Gfinity hosts a wide range of tournaments, live events, community cups throughout the year for games such as F1, Rocket League and FIFA. Gfinity’s latest innovation is the Challenger Series, a tournament where players can sign up as a contender and compete against other players. This is a great opportunity for players to get picked up by an elite Esports organisation.

If you would like to talk about how PR could help increase participation at your next tournament, speak to a member of our award-winning team today.

A breakthrough year for Esports

Fitness and health experts will be descending on Birmingham this weekend for the UK’s biggest independent running expo, The National Running Show. The award-winning exhibition will play host to over 170 brands from within the fitness industry, whilst over 40 guest speakers including the likes of Paula Radcliffe and Roger Black have been lined up for the two-day event.

We’ve picked out some of our favourite companies that we’re most looking forward to seeing exhibit at The National Running Show.

Active Root

A sports drink like no other. Committed to making and delivering an innovative natural drink. Active Root believe that their sports drink enhances performance through three ways. The pioneering brand believes that by having a balanced stomach enables you to fuel and hydrate more effectively which therefore leads to performing better. Active Root’s unique selling point is that their drink doesn’t contain any chemicals or sweeteners, just natural ingredients. The ginger component used in the drink allows performers who use it will not only ease any joint pain but will also lower cholesterol and aids digestion.

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International ultra runner and Active Root Ambassador Nathan talks about the benefits of ginger on athletic performance! . . Follow the link in our profile to find out more! . . #discoverginger #guardyourgut #gingerroot #cleanfuel

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Beet It Sport

Trusted by athletes from all around the globe, the Beet It Sport range delivers a guaranteed dose of dietary nitrate via the concentrated beetroot drink. Universally backed by almost a decade of independent scientific research from over 200 universities. Through the years Beet It has become a vital component for elite athletes’ regime, such as six-time Paralympic champion, David Weir who declared the product as an integral part of his training and couldn’t imagine competing without it.


So, you’re feeling extra smug with yourself after your long run outside in the January cold, but the only problem is that your run was disrupted by continuously having to stop to change the song on your iPhone. Say hello to eGlove, the multi-award-winning touchscreen sport gloves for not only runners, but also cyclists, snowboarders and equestrian riders too. eGlove’s technically superior touchscreen gloves allow you the freedom to use your phone to its full potential whilst allowing hands to stay warm and toasty.

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Inspired the truly amazing achievement yesterday of Jasmin Paris who not only won but smashes the course record at #montanespinerace ? We can help you with the gear for your hands the motivation and the determination is yours! #believeandachieve#runnersofinstagram #runninggloves #winterrunninggear #ukrunning #nationalrunningshow

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Helping people stay pain and injury free since 1998 with their revolutionary insoles’ molds. Designed by leading podiatrists, Enertar insoles provide the most advanced protection against many impact-related injuries. A claim to fame for the brand, is that their insoles were the only ones that global superstar and fastest man in the world, Usain Bolt used during his career.

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The early morning grind, the gut wrenching runs, the extra effort at the gym, the blood, sweat and tears, that is all you. We're here to support your pursuits and help prevent injuries that'll slow you down from achieving your goals. Designed by leading podiatrists and proven to reduce foot and heel pain for over 91% of people, we can help with a number of injuries and conditions ranging from plantar fasciitis to achilles tendonitis, shin splints, runner's knee and stress fractures, to name a few. To bounce back from an injury or to avoid getting one all together make sure you visit our website. Link in Bio #Enertor #runningshoes #fashionphotography #fashionista #mountaineering #ExtremeSports #GymMotivation #motivational #motivationalquotes #gymmotivation #insoles #sportinsoles #runninginsoles

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Run Mummy Run

An award-winning online women’s running community, with more than 60,000 members. The community helps to inspire women up and down the country to be fit, happy and healthy. They also love to design and create bespoke women’s running kit that strikes the right balance between style, comfort and technical performance. Their aim is to continue empowering women through running and to bring female runners together and motivate one another to reach their running goals.

Here’s a selection of some of the great products that Run Mummy Run have designed in preparation for The National Running Show.

Zone 3

Europe’s leading triathlon and swimwear brand has come along way since a single hot-desk at Loughborough University. Zone 3 has always made sure to put the athlete at the heart of every design and concept whilst also making sure each product is made with laser precision and the highest performance materials possible. Since their inception in 2004 ,the compliments have been non-stop for Zone 3, who in 2018 received a Queens Award for Enterprise and highlights all the great work done by the brand in the last 13 years.

If you like the sound of our choices and want to talk about taking your PR outreach to the next level, contact us today.

Our ones to watch at The National Running Show 2019

Whether it was to drink less, to be more confident at work or to save better, January has always been the month of change.

A fitness trend that is getting people moving all over the capital is HIIT. That’s high-intensity interval training between me and you, perfect for participants who are short on time but full of willing. Over the last year HIIT has taken over and we’re here to tell you where you should go to try this new trend out.

Another Space

Another Space’s HIIT program combines boxing with interval training and is the workout that will leave you on your knees. Prior to the session prepare yourself for a workout that will have you continuously switching between the punch bag and the floor. The sessions last 45 minutes which is enough time to get the endorphins flowing. If you’re after impactful results, and a true sense of accomplishment this is the class for you.


F45 have 20 studios in London, you won’t be hard pressed to find one near you. The franchise originally born in Australia has become a worldwide phenomenon and has become the world’s fastest-growing functional training network in a matter of years. F45 has combined elements of HIIT, circuit training and functional training to develop 31 different, 45-minute workout experiences. Several people from The PHA Group have tried F45 and trust us, it’s an intense workout!

Sweaty Betty

How many of you knew that the global fitness brand had an exercise studio in its store on Carnaby Street? Be sure to embrace the Sweaty Betty motto of no pain, no champagne and sign up to a session that will push your body to the max. What better way to try out those new Sweaty Betty purchases of yours.

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Wondering how you’re going to get through December when you’ve shopped the Sweaty Betty sale

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Sweat IT

Less than a 10-minute walk from Covent Garden will see you arrive at the doors of Sweat IT. Their training has been designed to primarily shock your foundations through a combination of strength, speed and endurance sessions. Sweat IT’s methodology means they focus on one muscle group per day, meaning you’d better watch out for those stairs after Tuesday (leg day).

Barry’s Bootcamp

The bootcamp class that has five studios located across the capital combines weight training with cardio, alongside bursts of intense anaerobic exercise. The science behind these sessions means due to the intensity you’ll spike your metabolism and will continue to burn calories even after you’ve finished the class. Barry’s boasts that you could burn up to 1000 calories or even more during a class, suggesting it’s the perfect remedy after a treat weekend.

Interested in hearing how we can help promote your fitness business? With years of experience working with boutique gyms, fitness brands and launching new products and services to market we’re perfectly placed to help you out. Speak to a member of our award-winning team today to find out more.

HIIT’ing the capital: London’s favourite circuit gym class

January is one of the most competitive months in the media with fitness brands fighting for space. The ethos of new year, new me kicks in for many consumers. We see gym memberships shoot up, fitness products in abundance and plenty of deals for the latest gadgets, apparel and equipment on the market. But how do you break through all that noise and make real impact for your brands or business? Our fitness team do just that, helping brands break out from their competitors and gain real media cut-through.

The PHA Group’s client Xercise4Less has transformed from a brand that had sporadic coverage in regional press and little say in the national press to the leading low-cost gym chain in the UK.

Xercise4Less saw January as the perfect opportunity to target new members to join their gym by offering a free 5-day pass at any one of their gyms up and down the country.

Positioning the brand

The PHA Group’s Sport and Fitness team set to work and focused their efforts on spreading the word of Xercise4Less’ January offer to the masses. Aware of the time constraints they had to get the project up and running the team set to work. They were focused on ensuring they gained coverage ahead of the Christmas and New Year slot.

The team’s expert approach allowed them the ability to turn the project around quickly. Their widespread media relations experience and huge network of key fitness journalist contacts ensured excellent results with coverage across an extensive range of publications and networks.

This included securing inclusion for Xercise4Less in Men’s Health’s ultimate gym guide for 2019.

The results

So, what did the result look like? Our experienced PR team achieved high-quality coverage around the promotion on major outlets including Daily Express, Women’s Health, Cosmopolitan, Money Saving and The Echo. They also managed to get a mention on This Morning where money saving expert Martin Lewis promoted the free 5-day gym pass that Xercise4Less were offering.

This Morning: Martin Lewis offering free gym pass advice

Not achieving the results you hoped for this January? If you are interested in finding out how sport and fitness team can help you and your business speak to a member of our award-winning team today. It is never too late to get the results you’re looking for.

Achieving national coverage for Xercise4Less

Bored of making optimistic New Year’s resolutions, only to give a couple of days or weeks later? You’re not alone. According to U.S. News, approximately 80% of resolutions fail by the second week of February. Thankfully for you, we have done some digging, and gathered together the best fit-tech out there, that will guide you on your way to reaching your goals next year.

Simple Habit

Eager to start the new year off right by embarking on a new path towards mindfulness? With meditation guides in the form of some of the world’s best teachers, mindfulness experts at Google and even former monks, Simple Habit guarantees meditation education of the highest calibre. With the handy ‘On-the-Go’ feature, the app is particularly suited to people who think they’re too busy to keep up with their ambitious New Year’s resolutions. This feature allows you to quickly calm your nerves or anxiety on the spot, with short five-minute meditation sessions.


The idea behind C25K is simple and brilliantly effective. The aim is to get people who have never run before, off the couch and getting fit. With an easy program aimed specifically at beginners, by the end of the eight weeks, participants will be able to achieve their goal of running 5k. The workouts are 30-40 minutes long and incorporate a mixture of walking and running, making it feasible and bearable even for the most run-phobic of us all. All these features are accompanied by a handy audio coach, getting you through those tough moments.

Find a Player

Moving home in the new year? Short of a player for your next big fixture? Look no further than this ingenious app ‘Find a Player’, a multi-platform app designed to take the pain out of organising and finding players for sports games and events. Coined the ‘Tinder for sports’, this app is a unique way to build your social network, as well as connecting all for the love of sports. The company won ‘Best Start Up App Company’ at the 2018 Sports Technology Start Up Awards, and if you are determined to up your sport participation next year, this is the perfect technological companion.


If you, like the majority of the population during the dreary month of January, are keen to lose the holiday weight, 8Fit is a great companion to help you along the way. With exercise programs and meal plans, you are guided along the way, with no aspect left forgotten. Daily challenges and motivation tips, plans tailored specifically to your needs, and short snappy 5-15-minute sessions, this app will be your best friend this new year.

Have you achieved the results you wanted this festive season? Do you need help promoting your business or application? Speak to a member of our team today to find out how we can help you achieve your long-term goals.

The fittech gadgets that will help you achieve your New Year’s resolution

Being a lover of both fitness classes and bargains the introductory offer at F45 Training’s new Tottenham Court Road studio, offering a week’s worth of classes for £20, was far too good to pass up.

For anyone not familiar with this fitness phenomenon, F45 is an Aussie invention that has since grown exponentially (1,1150 studios across 36 countries in just four short years). The concept is simple – each class is 45 minutes of high-intensity circuit (or ‘HIIT’) training. Each exercise within the circuit-style workout comes from the database of 3,000+ exercises devised by the F45 head office team; meaning visitors to F45 won’t get the same workout twice.

Not one to  turn down a challenge– or as mentioned above, a bargain – I decided to get the absolute most out of my weekly pass, namely completing one class each day, although as the studio doesn’t presently offer Sunday classes this was capped at six sessions (which was probably for the best from a DOMs perspective!)

Day One: Monday

The start of my challenge fell the day after an unseasonably sunny London Sunday, leaving me nursing a hangover as I headed to F45. That queasy feeling only grew when I saw today was a ‘MVP’ class, described on the website as a workout that will “leave you grasping for any form of oxygen you can muster” – eep! Upon arrival, no one else seemed to be suffering from Mondayitis though so I forced myself to echo their enthusiasm and get on with it.

The studio consists of one large room decked out with assorted equipment and a big branded wall that was a familiar site from blogger Instagram posts. Today’s class was Tabata style with three rounds at each station, increasing the duration of ‘working time’ with each round, and continuing on for nine separate stations as we snaked around the room in a slightly chaotic, but surprisingly easy to follow way. Moves varied in intensity but the energy in the room is contagious and I found myself pushing wanting to improve with each round – that was until attempting one particular move saw me knock a sandbag to the face (at least it gave me justification to use ‘blood’ in the blog title!) All in all I left the session exhausted but exhilarated, and eager to refuel with some serious carb loading.

Day Two: Tuesday

Today’s early morning workout was a ‘Panthers’ session – a resistance focused class with a wide range of strength moves. We did three bursts of work at each station with moves ranging from deadlifts, kettlebell swings, bozu ball sit-ups, TRX squats and resistance band crab walks (a surprisingly brutal move!).  Screens at the front of the class constantly display how to do each exercise which, for someone who tends to forget exercises as soon as they’re shown to me, is truly a game changer.

We travelled around the room in pairs and my only recommendation would be to try and stand near someone of a significantly different build to you as the instructor splits the group into pairs, to lessen the likelihood that you’ll be battling them for the weights as you move stations!

Day Three: Wednesday

The third day of the challenge and my body seems to have noticed how hard it had been working, stairs are not my friend today. Regardless, I headed to an evening ‘Loyals’ class, defined as a ‘hybrid’ workout this was a mix of cardio and strength moves, and more than a little confusing! There were several puzzled faces as we began working our way around the room but by the end, the group was moving like a finely oiled machine.

Day Four: Thursday

An early morning ‘All-Star’ class saw the class group tackle four pods of activity, completing three rounds of three exercises each time. There were kettlebell rows, weighted squats, chest flys and a few burpees thrown in for good measure.

I was pleasantly surprised that I pushed myself harder than I normally would and – despite my initial protests – really could lift the seemingly huge weights the trainer loaded up for me. By this point in the week, I’m plotting how to win the lottery so I can feasibly keep this up beyond my seven-day trial as it’s definitely addictive!

Day Five: Friday

TGI – owww. Friday’s ‘Athletica’ class proved to be the most brutal of the week, a cardio format class that left me pretty keen to crawl into bed rather than into the office but despite my typically cynical gym persona (much like on the tube, talking to strangers should not be encouraged at early morning classes) I found myself participating in some post-class high fives, but chose to draw the line at the seemingly obligatory ‘woo’-ing.

Day Six: Saturday

Last class of the week! The ‘Hollywood’ session is the longest class of the week at 60 minutes and combines both strength and cardio moves for a bumper finish to the week and energy throughout this session was particularly high thanks to a live DJ set up in the studio. Exercises included bursts of cardio on rowing machines and exercise bikes, strength tests by way of chin-ups and a wide assortment of dumbbell exercises, and punishing tests – namely pushing a ‘sled’ with 40kg loaded on top across the room, then using a tug of war style rope to pull it back to the other side.

What’s The Verdict?
The brains behind F45 really seem to have nailed it, the workouts are tough, the energy is high, and media reports that it has a ‘cult-like’ atmosphere definitely aren’t far off. I’ve finished my week keen to return but at £25 per class it will have to be an occasional treat, not my full time work out.

Interested in hearing how we can help promote your brand? Speak to a member of our award-winning team today to find out more.

We try…F45 Training. Blood, sweat, and more sweat

Signing up to participate in a sporting challenge to raise money doesn’t have to mean abseiling down the side of a skyscraper, running a marathon or cycling a long way. In fact, charity walks have become increasingly popular proving to be a far more inclusive way for participants to push their physical limits.

Here are our top charity walks you should look to take part in this year.

London Winter Walk (13 January)

Start the new year as you mean to go on and join a thousand other participants taking part in the London Winter Walk. The walk itself is a cool 20km around the heart of the capital showing off London’s best iconic landmarks such as the Tate Modern, HMS Belfast and the Globe Theatre on the route.

Isle of Wight Challenge 2019 (4/5 May)

How else would you like to enjoy a bank holiday? Take on the Isle of Wight’s coastal pathways on this epic 106km journey with full support and hospitality the whole way. With spectacular coastlines, dramatic white cliffs and sandy beaches, this will be a weekend you never forget.

London 2 Brighton Challenge 2019 (25/26 May)

This year will see the 100km Capital to Coast challenge, enter its eighth year of existence. The event starts in Richmond before heading over the North and South Downs before reaching the glorious Brighton coastline. Why not make a weekend of it and camp out in front of the stars at basecamp or alternatively if you’re feeling up to it take on the full 100km in one go! With quarter and half distance walks available as well for participants to take part in there’s an option for everyone!

Jurassic Coast Challenge 2019 (8/9 June)

With almost 3,000m of climb across the full 100km distance, the Jurassic Coast challenge has been described as one of the toughest walking events in the UK. Although the challenge may be tough, the stunning views around the course are worth signing up for this event alone. Setting off from Poole Harbour, participants will have to board the Sandbanks ferry, across to Studland before heading up towards Weymouth before finally finishing in Bridport.

Shine Night Walk London (21st September)

Walk side by side with thousands of others during the Cancer Research event. Come September 21, London will be lit up by thousands of glow-sticking waving, wig wearing walkers as they march through the night on the path to beat cancer. Pass iconic sights such as the London Eye, Houses of Parliament, St. Paul’s Cathedral and the Tower of London as the sun rises over the city.

Interested in hearing about how we can help you promote your mass participation event? Speak to a member of our award-winning team to find out how we can support your event.

Five great charity walks for 2019

The Ryder Cup saw victory for Europe, and following Ian Poulter’s celebrations in a post box costume, we were reminded of the power of nicknames in sport.

Nicknames give us a chance to lighten the mood and show people that we’re up for a laugh, and so when we see influential people embracing their given nicknames it is strangely comforting to see. Nicknames are useful in all aspects of life; from building cohesion among employees and being the source of some good laughs to making someone in the public eye seem more personable, as a nickname tends to say, “I know this person”.

Sport is inherently social and lends itself to discussion via social media. It’s, therefore, a brilliant platform for sports organisations and athletes to communicate with fans and leverage nicknames, consequently enhancing the ultimate value and recognition of a sports person across social channels including Twitter, Facebook and Instagram.

Often, nicknames can be used so frequently that people can barely remember what a person’s real name is, or maybe you’ve never known it. Ultimately, nicknames are an effective way to make a person seem both more personable and memorable and they can, therefore, be a powerful tool in PR.

We had a look at some of the most memorable nicknames in professional sport.

Ian Poulter “The Postman”

Poulter’s nickname comes from his ability to consistently deliver points for his side in one of golf’s most revered competitions, The Ryder Cup. This year, Poulter needed a wildcard from Europe’s captain Thomas Bjorn to be in France at all, he was benched for the opening fourballs on Friday and even hit his first tee shot straight into the water on Friday afternoon.

Of course, when it really mattered, Poulter came through in one of the most dramatic of Sunday’s singles matches, and delivered to win two up against Dustin Johnson, living up to his nickname “The Postman”.

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What a laugh… The guys who wore these outfits were singing their hearts out and followed me around all week, only fitting to borrow the outfit. @rydercupteameurope

Andrew Flintoff “Freddie”

Andrew Flintoff got the nickname “Freddie” because his surname is similar to that of Fred Flintstone. “Freddie” has stuck so well that many wouldn’t even realise his real name is Andrew (including myself!).

Flintoff has gone on to write several books including; Being Freddie and Freddie.

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So here’s my new book! It’s available for pre-order now, so if you’re interested take a look. Link in bio

David Beckham “Golden Balls”

Back in 2001, Victoria Beckham made a comment which was the start of an incredibly famous nickname for her husband, David Beckham.

She revealed that following the way he’d turned his image around after being sent off at the 1998 World Cup, she’d called him “Golden Balls”.

Since Victoria famously referred to David as “Golden Balls” it seems that he has had the Midas touch both on and off the football pitch.

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17 years ago today WOW .. @england

A post shared by David Beckham (@davidbeckham) on

Usain Bolt “Lightning Bolt”

It comes as no surprise that Bolt’s nickname comes from a combination of his name and speed. Alongside his nickname comes his popular lightning bolt pose which he uses both before races and in celebration.

What people might be less aware of is the meaning of his signature pose which is said to come from Jamaican tourism “To Di World” meaning “to the world”.

A PR agency can help you use the right methods to engage with the right audience helping you create and implement a communications strategy for your business and brand. Get in touch today to see how we can help you.

The Power of a nickname