View a full range of our ebooks

View full library


Our Location

The PHA Group
117 Wardour Street,
Hammer House,

0207 0251 350
PHA Digital Studio
Fourth Floor,
47 Dean St,

0207 0251 350
PHA Finance Department
117 Wardour Street,
Hammer House,

0207 0251 350

Even towards the end of 2019, if you had suggested that the UK people would be facing a month of isolation and lockdown you’d have been laughed out of the room. But for the coming weeks, this is the very situation the UK finds itself in.

Isolation and social distancing are the new reality. Leaving the house has been limited to only essential shopping and to complete one form of exercise a day (if it falls under walking, cycling or running that is).

As for gyms and leisure centres, they are strictly out of bounds and closed until further notice, so for those of us who enjoy getting a sweat on during the day by pumping some iron and pushing heavy objects what are we supposed to do?

Well, fortunately, there are numerous gym outlets and retailers that supply gym equipment, so over the course of the next few weeks, we’re going to be guiding you through the equipment you can build and buy to create the perfect home gym to suit your surroundings.

To kick things off we’re starting with all the equipment suitable for outside in the garden.

home workout series garden

Origin Sandbags

In the military, sandbag training has been a staple training ingredient for many decades, but it hasn’t become any less valuable to athletes.

Not only are they heavy, (some can be up to 50kg) they are notoriously hard to handle, meaning your body must keep adapting and different muscle groups have to fire to stay in control.

Similarly, to the battle ropes, sandbags will have you sweating in no time at all, certainly not for the faint-hearted.

So, whether you’re squatting or shoulder pressing the sandbags can provide a useful or un-useful addition (depending on how you look at it) to your training.

Kitlocker Precision parachute

Using the parachute is a great way to work on improving your strength and also your explosive speed at the same time, imagine trying to sprint with a substantial weight pulling you back and you’ve got an idea of what fun you’re in for!

Depending on how much garden you have to play with, the Kitlocker precision parachute might be better served for the park.

Hifi tower Sledder Weight Sled

Best served when used in short sharp intervals such as HIIT training, the sled push initiates numerous muscles including your back, glutes and hamstrings.

The great thing with the sled is that it is adaptable. Feeling strong? Add some more weights and challenge yourself.

Alternative if you haven’t got any weight disks to add but do have some spare children hanging around. Turn it into a game for the kids whilst you get your sweat on.

Mirafit Battle Ropes

Put down and step away from the dumbbells theirs a new toy in the garden to work out with. Instead of focusing on lifting heavy, battle ropes challenge you with a much more dynamic, fat destroying workout.

Mirafit’s battle ropes are the perfect remedy for torching fat, boosting your metabolism and sculpting muscles.

Don’t be fooled, you’re in for a full-body workout which will test your mental state as well as your muscles. Mirafit’s battle ropes are perfect for circuits as well as conditioning work, so what are you waiting for? Time to challenge yourself.

Are you interested in learning more about what our services could do for your business? Get in touch today.

Home workout series: Garden

For most of us, working from home will become the norm for the foreseeable future. Businesses up and down the country have spent the last 48 hours preparing their workforces for what lies ahead. 

But from an individual perspective, how can we make the most of the situation and ensure we’re getting the exercise in that we need?

The link between exercise and maintaining good mental health is undisputed, so being able to break a sweat is going to become paramount as the isolation period continues. 

So whilst we’re looking for silver linings, here’s one, during Boris’s speech on Monday evening it was suggested that if you don’t show symptoms of Covid-19, then going for run or a walk is something which is very much encouraged.  

So to get you started with your new hobby here are some brilliant brands to help you get moving.

More Mile

A brand’s name can often tell you a lot about the ethos of the business, this is certainly the case with More Mile. Their name is a symbol for their attitude, which is a refusal to be satisfied with performance, a need to continually improve.

Founded in 2001 by a team of passionate runners in Newcastle upon Tyne, these are trainers made for runners by runners.

All their products are tested to make sure they’ll have you performing at your best for whatever the occasion, so whether it’s a 5k personal best, or a daily gym workout, you’ll be performing in your More Mile trainers.


Forged in the mountains of the British Lake Distrist, for over 15 years inov-8 has been one of the world’s prominent all-terrain footwear brands and a world leader in grip. Currently operating in over 60 countries, inov-8 specialise in creating products for participants from both the recreational and performance zones.

With Innov8 inspiration for new products always comes back their primary objective to support an athletes’ interaction with the environment. With this in mind, kit is always designed to be light and fast.

They’re known for being the only brand in the world to use patent-pending graphene grip (the world’s toughest grip) technology in their trail running, cross fitness and fast-hike categories.


On a mission to change the footwear industry once and for all is Vivobarefoot. Did you know 70% of your brain’s information for movement comes from thousands of nerves in the soles of your feet? This means the more your feet can feel the ground, the greater your body’s understanding of its surroundings and natural movement it is.

Vivabarefoot is the first minimalist shoe that combines an ultra-thin puncture-resistant sole that offers maximum sensory feedback and maximum protection.

Also all footwear products are produced in a sustainable fashion using recycled, locally sourced materials from independently monitored ehtical factories.

Hoka One One

Like Innov8, the idea for Hoka One One was cultivated in the mountains by co-founders Jean-Luc & Nico.

The original goal with Hoka One One was to create a running shoe that could go downhill faster, as this was a clear strategy to help endurance runners improve their race times.

Co-founders Jean-Luc & Nico brought their experience in gravity sports and passion for trail running together to inadvertently reinvent the running shoe.

Initially, Hoka One One’s ‘form-follows-function model for their trainers was ridiculed by many within the running industry. Luckily it was embraced by runners themselves, and when those runners began winning races, the running shoe establishments who had initially ridiculed started paying attention.

With all their designs, ‘How do we go faster?’ is always a question at the forefront of their creative process. If you’re after a pair of trail running trainers that will help you to deliver your personal best, look no further than Hoka One One.


So, whilst all the shoes so far in this list have focused on performance and helping you to reach your peak. It shouldn’t be overlooked that it’s not just the trainers that will make you faster. Sometimes the best thing for going faster is giving your body time to fully recover.

Oofos specialise in creating footwear that helps you recover so that you can get back to your personal best. Normally the foam in performance running shoes is designed to rebound and push you forward, Oofos shoes do the exact opposite.

By absorbing 37% more impact, this plays a major role in reducing stress and pressure on the ankles, knees, hips and lower back.

The shoes have also been reported to offer considerable relief to runners who suffer from common running conditions including Plantar Fasciitis. Due to the increased impact absorption that Oofos offer their shoes also help with the circulation and provides superior arch support to normal shoes.

Get ready to have very cushioned and supported feet!

Are you looking to raise your profile in the market? Our team of specialists is here to help. Contact us today to find out how we can help you gain cut-through for you and your business.

Five running brands to get you on the move

Actions against the coronavirus pandemic have quite rightly been increased as the virus begins circulating around the world. There’s been a ban on virtually all sports around the globe, commuters have been asked to stay at home and work where possible, and some are having to self-isolate for a minimum of 14 days to protect our nation.

Almost a week has passed since we last saw 22 players chase after a football and for some that feels like a very long time. But as it’s a Friday and we’re all in need of some cheer, here are five of our favourite memes and social media clips from the world of football as it reacts to the postponement.

James Milner

Mr. Dependable, for almost the last two decades Milner has plied his trade in the Premier League, if you want a consistent and versatile performer, James Milner is top of your target list.

Unfortunately for James though, because of a Twitter parody account titled ‘Boring James Milner’, he’ll always be thought of as a dour Yorkshireman.  To his credit the real James has been more than happy to play up to the stereotype in the past.

Here he is rationing his Yorkshire Tea bags for the week ahead…

Alex Oxlade Chamberlain

What else is there to do when your self-isolating with your pop star girlfriend? The Liverpool playmaker and the Little Mix star; Perrie Edwards decided to keep themselves entertained with some amazing dance moves amid the disease epidemic.


View this post on Instagram


Precautionary self isolation can be fun❗️

A post shared by Perrie Edwards ✌️🌻 (@perrieedwards) on

Southampton FC

Last Saturday was a weird day, no 3pm kick offs to look forward to, no goal notifications from BBC Sport pinging my phone and no Fantasy Football points to be won. But the Saints certainly took all three points for their reactive idea to continue to ‘live’ tweet the game as if it had gone ahead anyway.

Leyton Orient

Ah. The power of social media…The League Two club have showed off some real promotion form during the season hiatus. Reacting to Southampton FC’s idea, the O’s decided to create an online knock-out FIFA tournament with 63 other teams. To enter all a team needed to do was to reply to the original tweet (below). It’s proved to be a brilliant initiative from Leyton Orient and all the spots have been filled.

Stayed tuned to see who gets crowned the winner! #UltimateQuaranTeam

Clive Tyldesley

Clive has been ITV’s senior football commentator since 1998, what we don’t know about football probably isn’t worth knowing. But how does a high-profile commentator keep fresh and prepared for match days when there’s no games on?

By commentating from the kitchen of course!

We hope we’ve made you have a few laughs with the clips we’ve chosen, please stay safe and if you would like to learn more about our social media services then get in touch with us.

Coronavirus and the beautiful game

The world of competitive gaming is one of the fastest-growing industries globally. The Electronic Sports League (eSports), is quickly becoming recognised as a profession; the industry has turned casual gamers into worldwide stars. With the potential to win seven-figure cheques and huge brand endorsement deals, the eSports industry has predicted revenues that will exceed $1 billion by 2020.

Games such as Fortnite, League of Legends and Call of Duty are watched by millions of spectators. In fact, the number of global eSports fans are expected to grow to 495 million in 2020. Spectators can watch these games by attending arenas to watch the event live, much like more traditional sports. Or, tune into them through services like Twitch or Smashcast, whereby fans are able to watch the best gamers play in real-time.

Despite its growth in popularity, eSports has several tricky issues in the virtual playing field.

 Diversity in eSports 

eSports has been heavily criticised in recent years for its lack of diversity, both for the lack of female gamers and those from minority backgrounds. Whilst gaming is gender inclusive (unlike traditional sports where women only compete against women) there is still a lack of female players at the top and female gamers are heavily outnumbered by their male counterparts.

In addition to this, racism is one of the many issues plaguing competitive gaming, which is contributing to the racial gap in this sector. One reason for the lack of diversity may lie in the routes of esports – the video games themselves. Online gaming is a hostile, competitive environment where emotions run high and insults are unfortunately part of the landscape.

The prolific racism experienced from online gaming causes social isolation and discourages gameplay. In addition to this, there are very few high profile BAME players. Therefore, people of colour do not see themselves represented in the gaming world. The lack of both gender and ethnic diversity creates a barrier to entry for professional players that their white, straight, male counterparts do not have to deal with.

Because of the lack of diversity in eSports, there are several organisations like AnyKey and SKYLLA, who are working towards making eSports a more diverse and inclusive playing field.


In any competitive environment with high stakes there will always be people who want to bend the rules. In the case of eSports, the ‘referees’ are likely to come in the form of anti-cheat technologies from the likes of Kaspersky, who have developed algorithms, machine learning and pre-match computer scans. Cheating is a real threat to the industry, so if a gamer is caught this often results in lifetime bans from specific games.

Are you interested in discovering how public relations can raise your business profile in eSports? Get in touch today, our team of award-winning experts are ready to assist you in your journey.

The problems within the eSports industry?

A person working out in a home gym

Do you struggle for spare time during the week? Do you regularly have to cancel an exercise class or skip the gym because of other commitments?

Most people would agree that the week sometimes just doesn’t seem long enough, so staying in shape and being committed to a frequent exercise plan during the week can prove to be tough.

In recent years more and more people have decided to ditch their gym membership and focus on creating their own gym bubble at home. Whether it’s a shed, a spare room, a cleared space in the living room or even a basement that you can use, the benefits of creating a home gym are easy to see.

Wave goodbye to queuing for a machine, and say hello to becoming more flexible with your workouts.

We’ve taken a look at the gym outlet stores you should be checking out when it comes to creating your home gym.

Powerhouse Fitness

With almost 40 years of experience in the industry and 11 stores nationwide, Powerhouse Fitness are Europe’s leading specialist retailer for home fitness equipment with over 80,000 items in stock and ready to ship.

But we’re most impressed with their extensive range of static exercise bikes which includes an Air Bike which is the latest toy for performing high-intensity internal training (HIIT) or even lighter cardiovascular workout. So, if you’re looking to become a cardio king or queen then Powerhouse Fitness should be your first port of call.

Also, as luck would have it, Powerhouse Fitness are having a Black Friday discount day coming up at the end of November, where products will be discounted up to 50%.


For Mirafit, fitness is more than just working out. It’s about building both physical and mental strength. It’s about building the foundations so that you can have the freedom to do the things you want to do, both in and outside of the gym.

Established in 2014, Mirafit was created from a fundamental belief that we all deserve the right to a healthy heart, a strong physique and a clear mind, but to obtain that level of fitness, you need the correct equipment.

Mirafit produce a plethora of strength and conditioning equipment but we’re going to focus on their Olympic bars and plates.

Let’s face it, you can’t create an ultimate home gym that Arnold Schwarzenegger would be proud of if it doesn’t include an Olympic bar.

Fitness Superstore

With over 25 years of experience in the industry and over 200,000 products on their stocklist, Fitness Superstore is another go-to provider for kitting out your gym. Why not pop into one of their 11 showrooms in the UK to have a browse.  Be warned though, if you’re into your crossfit, you might come out with more items than you bargained for.

From soft foam plyometric box sets, to hammers and tyres, your garage will be looking like an F45 set in no time.

Origin Fitness

Providing free weights, functional training equipment and strength machines such as power racks and benches is Origin Fitness. Examples of clients Origin Fitness have worked with include Scottish Rugby, David Lloyd Clubs and Xercise4Less.

With a clientele list like that, you can rest easy in the knowledge that you’re buying from a top-quality equipment provider. With Origin Fitness there’s plenty of toys and gadgets to choose from, but the range of push and pull sleds caught our eye, so if you’ve got the space available to you, why not give it a go?

Are you looking to raise your profile in the market? Our team of specialists is here to help. Contact us today to find out how we can help you gain cut-through for you and your business.

Four retailers helping to create your ultimate home gym

In the UK we’re never short of live sport to keep us entertained, and 2020 is no different.

Liverpool are edging ever closer to their first-ever Premier League title, Lewis Hamilton is in pursuit of his 7th World Championship title, and Katarina Johnson-Thompson is just a few months away from challenging the gold from Tokyo 2020 (Coronavirus permitting) to name just a few.

But away from the mainstream sporting events this year has to offer, we wanted to raise the profile of some lesser-known events that are also taking place.

Royal Windsor Horse show; 13-17 May 

First staged in 1943 after Count Robert Orssich and Mr Geoffrey Cross were inspired by the ‘Wings for Victory’ campaign, the duo decided to set about organising a Horse and Dog Show in Windsor to help raise funds for the war.

It proved to be a great success, raising almost £400,000, enough to buy 78 Typhoon fighter aircrafts. The event was even attended by high profile members of the Royal Family including King George VI, Queen Elizabeth (the Queen Mother) and the then two young princesses, Elizabeth and Margaret.

Since its inception in 1943, the show has run every year, and has become the only show in the UK to host international competitions in Show Jumping, Dressage and Endurance and has truly become the must-attend event of the year for equestrian sport lovers.


View this post on Instagram


Dressage at RWHS! Attracting riders from across the world to compete against the best British riders. The CDI4* FEI Al Shira’aa Grand Prix and Grand Prix special will take place on the Thursday and Friday of the show.

A post shared by Royal Windsor Horse Show (@royalwindsorhorseshow) on

Chestertons Polo in the Park; 5-7 June

Backed by Chesterton’s, one of the oldest firms of estate agents in the world. Chestertons Polo in the Park has become a firm fixture in London’s social calendar. The event provides an opportunity for world-class polo to take centre stage in the capital, whilst also providing a great socialising aspect in the picturesque Hurlingham Park.

The polo matches themselves have been set up in a unique, fast-paced format that makes one of the oldest equestrian sports around, easy for both newcomers and seasoned experts to follow.

So, if you’re a fan of Pimms, live music and can’t resist the dance floor, Chestertons Polo in the Park could be just the tonic you’re in need of.


View this post on Instagram


Fewer than 20 Early Bird tickets remaining team. We really don’t want anyone to miss out, especially when we stumble across photos like this of people having a jamboree.⁠ Have a gander at our feed for Tigers ticket competition! ⁠ #polointhepark #london #chestertons #earlybird #nearlygone #jamboree #hurlingham ⁠

A post shared by Chestertons Polo In The Park (@polointhepark) on

Boodles Tennis; 23-27 June

Launched in 2002, Boodles has become one of the must-attend summer social gatherings of the year, giving guests the opportunity to mingle at close quarters with some of world tennis’ elite players.

Such an elegant event deserves an equally elegant venue, which in this case is exactly what Boodles Tennis has in Stoke Park. The immaculately kept and tranquil grounds of Stoke Park provide the perfect setting for the summer tournament.

Last year saw the likes of current world number one Novak Djokovic, Stefanos Tsitsipas and Grigor Dimitrov.


View this post on Instagram


Some highlights from Day 4 at #theboodles @stokepark

A post shared by The Boodles (@theboodlestennis) on

Moet & Chandon July Festival at Newmarket; 9-11 July 

Events such as Royal Ascot, The Derby and Cheltenham Festival often monopolised the horse racing calendar, but the Moet & Chandon July Festival is ready to break that tradition.

If you’re a fan of world-class horse racing, fabulous fashion and musical entertainment this three-day event which includes both Ladies Day and Gentlemen’s Day could be the one for you.


View this post on Instagram


A love story in six parts ❤️

A post shared by The Jockey Club (@thejockeyclub) on

Goodwood Revival; 11-13 September 

Are you ready to travel back in time? Since 1993 The Goodwood Festival of Speed is an annual hill climb featuring historic motor racing vehicles, showcasing the glamour of motor racing as it used to be.

Prepare yourself for vintage fashion, wheel-to-wheel racing around a classic circuit and an all-round great celebration.

This year at Goodwood Revival, they’ll be recreating the scenes of jubilation seen on 8 May 1945, with their VE Day commemorative celebrations. Get ready for a street party, static and airborne displays of WWII aircraft and a chance for spectators in period costume to celebrate on the grid.


View this post on Instagram


Some Porsche 356s to bless your timeline! #GoodwoodRevival 📸 @jayson.fong

A post shared by Goodwood Revival (@goodwoodrevival) on

If you would like to talk about how we could raise awareness of your sporting event in the mainstream media, then get in touch with us today.

Five of the best alternative sporting events to look out for

For over 110 years, the 8th of March has been celebrated as International Women’s Day, a focal point in the movement for women’s rights.

Throughout the last decade, great strides have been made to make equality more prominent across a plethora of industries, with sport being no different.

During the summer of 2019, women’s sport featured in 46% of the top ten stories on the BBC Sport homepage, which when you consider it was a summer where the England men’s cricket team won the World Cup for the first time, and competed at home for the Ashes series shows progress has been made.

But whilst progress has been made, it needs to be continued, with that in mind we wanted to celebrate five female leaders in sport.

Dame Jessica Ennis, Olympic gold medallist & Founder of Jennis

One of Team GB’s most decorated athletes of all time. In the run up to London 2012, Dame Jess Ennis was one of pinup stars of the Games. The pressure to deliver gold in the heptathlon was immense, cue Super Saturday and we all know what happened there…

Since retiring in October 2016, Ennis has played a pivotal role in launching the fitness app fittingly named ‘JENNIS’, which aims to help users to exercise smarter, not longer.

Drawing on her own experience of going from an elite athlete to busy mum, Dame Jess needed super-smart workouts that would give the same results but with limited time available.

The app’s three target markets are general fitness, postnatal and pregnancy, with new circuits added every month.

Sophie Lawler, CEO of Total Fitness

Soon to be celebrating their 30th birthday, Total Fitness is a fitness powerhouse, with 17 health clubs scattered across the North of England and Wales.

As part of a sustainable and balanced workout program, Total Fitness encourage their users to follow a 360 approach to training to make sure that they are training the entire body. Total Fitness are also one of the only gyms in the UK to offer a ‘Ladies only gym’ which allows women more privacy whilst exercising.

When Sophie was appointed CEO of Total Fitness in June 2018, she became the first female CEO in the UK’s commercial sector, as well as being one of the youngest. So far, she has helped to reverse a steady decline in membership across the entire brand.

Worth mentioning that Total Fitness follow a 50/50 gender pay split too.

Grace Beverley, Founder & CEO of Shreddy and TALA

2019 was a big year for Grace Beverley. If being an Oxford University graduate wasn’t impressive enough, Grace also picked up NatWest GBEA London’s Young Entrepreneur of the Year award too.

After selling 200,000 copies of her PDF workout guides and with an ever-growing social following, Grace decided to combine the two and create Shreddy. The fitness app filled with workouts, recipes and people trying to improve themselves.

Alongside Shreddy, the 22-year-old has managed to find the time to start another sporting venture which is TALA, an activewear brand. Which includes items such as sports bras and leggings made from 92% reused materials, including plastic bottles and factory offcuts.

I’m not sure what Grace has for breakfast, but I want some.

Jess Schuring, Managing Director of Heartcore

Founded over 10 years ago, Heartcore has become the UK’s leading boutique fitness class provider. Their highly effective 55-minute classes include dynamic Pilates, high-intensity TRX and Barre all delivering optimal results that sculpt your physique in ways traditional exercise simply can’t.

Ever since its inception Founder and Managing Director, Jess Schuring has believed in a well-rounded approach of positivity and wellbeing at all ten of the studios situated in London.

Carolyn Radford, CEO of Mansfield Football Club

Appointed CEO of Manfield Town at the age of 29 in 2011, Radford is coming up to almost a decade in charge of ‘The Stags’.  Since taking up her position, the club brought an end to five consecutive seasons in non-league football, after being promoted to League Two as champions in the 2012-13 season.

They have finished in the top half of League Two in four of the last five seasons, and Carolyn has spoken of her ambitions to take them to the Championship.

The club is being well run off the football pitch as well as on it. Prior to the Radford takeover, there was no established training centre and no youth team setup. This has now changed, and an academy has been created.

Radford continues to be an inspirational figure for women in a typically male-dominated industry, not least thanks to her insistence on the reformation of Mansfield Town Ladies. Once disbanded under the previous owner, the club now fields ten regular women’s teams.

If you’d like to get in touch to find out about our services, please speak to a member of our award-winning team today.

Five leaders in sport raising the bar

When we take part in sport it is often the intrinsic drive to get better that motivates us. Be it to swim faster or further, try a new sporting activity or track progress with our body form it all helps to keep us going.

Another important aspect for athletes is the support and coaching they receive. The ability to analyse performance and correct errors or perfect your technique is crucial to any team or individuals progress.

We’ve looked at five tools that help coaches share their visions with athletes, teams and decision-makers.

Coach Cam

Coaches across a variety of sports will often have a perceived idea or belief of how a specific technique should be executed. But when an athlete isn’t quite implementing it how a coach would like, how can a coach effectively relay this information?

Coach Cam allows you to record footage, create your own analysis videos from different angles and use a slow-motion function. This enables the coach to describe what is happening with a visual aid to the individual or team.


Since being crowned as the most innovative football start-up at the HYPE Summit last year, VEO has had more high-profile clubs sign up to use their platform, including Premier League’s Burnley FC.

No matter if it’s training or a match, Veo allows clubs to record football without the use of a cameraman. The solution involves a 180-degree camera which is powered by highly intelligent software to create automatic broadcasts of your football. (Pretty cool, huh?)

The AI-powered solution can recognise exactly where the action is happening on the pitch and knows when to zoom in or out. So, when it comes to the analysis of the game, coaches can easily highlight what needs to be worked on in training the following week!


Over the course of a few years, SciSports have become one of the fastest-growing analytics companies in the world and have established themselves as a global leader in providing football data intelligence for both professional football organisations as well as media and entertainment businesses.

Essentially SciSports platform provides an efficient access to a broad array of actionable insights, which helps to support football professionals to stay ahead on the pitch.

Some core features of the platform include being able to suggest viable transfer targets and identifies talent at a young age by calculating their potential using advanced machine learning algorithms.

Currently, 90,000 players are accounted for on the platform across 244 competitions around the globe.


For 20 years the Swiss-based performance analysis company Dartfish have been at the forefront of human performance, providing analysis solutions for team sports and individual athletes at every level.

Making the power of video accessible to millions, Dartfish has become a globally trusted source for thousands of elite sport organisations, federations and teams.

One of their most popular products is the mobile invention that provides instant video feedback as well as tracking live tagging for the benefit of both coaches and athletes.

Some high-profile examples Dartfish has worked with include British Swimming, UEFA and 20 times Swiss national champions FC Basel.


Welcome to the home of unparalleled science-driven solutions for athlete performance. Based in Ireland, Orreco are changing the way professional and Olympic athletes optimise their performance.

Applying principles from a sports science background alongside data analytics Orreco can successfully predict optimal training loads and the best recovery strategies.

Powered by IB’s Watson software, Orreco work with coaches, performers and medical staff to make sense of the data and analytics to then devise personalised strategies to keep athletes on top form from informed insights.

The Irish based businesses have an impressive client portfolio having worked with athletes on the PGA Tour, F1, NBA and the Premier League.

If you’re looking to expand your reach in the sport innovation industry speak to a member of our expert-led team.

Read more about our services here.

Five coaching tools giving coaches the upper hand

High-speed internet access driving digital consumption, and the rise of OTT platforms allowing fans to consume sport as and when they like, means the modern sports stadium must evolve if it is to convince audiences to leave the comfort of their home entertainment systems and experience live sport in real-time.

In order to cater to the sports fan of today, venues are embracing stadium experience technologies; in-venue services, security and biometrics are helping to provide even more immersive and enjoyable experiences. Here, we look at some of the most innovative companies changing the game for the fan.

Playing it safe

Security provisions at sports facilities have historically been inconsistent, but this is beginning to change. Venues are integrating facial recognition and ID tracking to identify people inside and outside the sports ground, in order to build safer, more efficient environments for fans.

FaceFirst uses biometric facial recognition and video analytics to improve security and identity verification. Cameras, kiosks and IoT hardware can be equipped with identity verification technology that can improve security, enhance the customer journey, and reduce fraud.

Colosseo supplies advanced access control systems with built-in biometrics linked to a ticketing and cashless payment system which provides full control over who gets in and out of the venue. The security systems help stadia operators to reduce the likelihood of violence and hooliganism, safeguarding sports events.


View this post on Instagram


Have a look at some pictures from yesterday’s Fortuna liga match between ŠK Slovan Bratislava and FK DAC 1904 Dunajská Streda at the brand-new Slovak National Football stadium Tehelné pole in Slovakia that received massive & complete technology equipment from Colosseo – EAS. Colosseo designed giant LED display screens, perimeter, Ribbon boards, Single Media Platform or Biometric Access control makes the stadium technologically most advanced multipurpose venue in Central Europe – read full story here: #football #giantLEDdisplay #leddisplay #scoreboard #SlovakNationalFootballStadium #LEDperimeter #LEDRibbon #SingleMediaPlatform #Ticketing #Cashlesspayment #highlights #Slowmotion #Colosseo #ColosseoEAS #InteractiveIPTV #IPTV #digitalsignage

A post shared by Colosseo – EAS (@colosseoeas) on

Smooth operator

Sports properties need to ensure the fan experience at any given venue is as smooth and efficient as possible. The time-honoured tradition of the half-time pie and a pint at a football stadium is dominated by long queues, overcrowding, and slow service— elements of friction common to all sporting venues.

Tappit, the global payment ecosystem for events, stadia and venues, is solving this through its unique end-to-end solution including cashless payment, white-label payment apps, RFID and event analytics. Tappit’s system is designed to streamline the fan experience at large events, providing greater customer insights for organisations through the collection and analysis of data.


View this post on Instagram


Good luck to #ManCity in their game today with Brighton! We loved working on City Live! to create an incredible #fanexperience for their global fan base. Take a look at our [46 sec] #video for the second City Live! in Seoul, Korea! #mcfc #bluemoon #PL #premierleague #eventtech #eventprofs

A post shared by Tappit (@_tappit) on

Meanwhile, biometric scanning systems are being brought in to reduce queueing times— Verteda uses biometrics to allow fans to make purchases with a simple fingerprint, while Fingopay facilitates fast, safe and secure payments using infrared light to map the unique pattern of veins inside a customer’s fingers. Unlike fingerprints, vein patterns leave no trace and so cannot be copied. Fingopay also provides stadiums and hospitality venues with the ability to collect more insightful data about customer behaviour and purchases to improve service delivery.

Knowing the score

AR and VR offer a cornucopia of opportunities, from facilitating social sharing via interactive add-ons and pop-ups, to serving as an intelligent lens displaying information about live action on the pitch. Sensors in athletes’ kits mean teams get more real-time data about their players, but this can also be brought to the fans to provide an added layer of information about the performance they are enjoying.

VR, which is currently being used increasingly to offer preconstruction views of stadiums in development, could also be used to offer a VR post-game locker-room experience or a 360-degree helmet-cam.

Zappar, an AR platform and creative studio, creates experiences for some of the world’s biggest brands, and has worked with Manchester City to create an experience which allowed fans to access statistics about matches and players, and even take a virtual selfie with a footballer of their choice.

Changing the game

Technology is continuously evolving the fan experience in stadiums, boosting interactivity and creating a seamless and immersive journey from door to door for the sports consumer. It’s far from goodbye for the future of live sport; innovation is ushering in a new age for the raw sporting spectacle.

If you would like to learn more about what PR could do for your business, speak to a member of our award-winning team today.

Stadium tech: keeping live sport in the game

Have you set yourself a healthy goal to achieve in 2020? Whatever your challenge is, it can be difficult to maintain a new habit when you first start out. On average, it takes more than two months before a new behaviour becomes automatic, 66 days to be exact.

So, whether it’s eating healthier, improving your flexibility or meditating and becoming more zen, we all need a helping hand sometimes.

We’ve taken a look at four apps that will help you keep your healthy habits on track.


Centr is a personalised, digital health and fitness platform created by Hollywood A-lister Chris Hemsworth and his wife, fellow actor, model and author Elsa Pataky.

Centr combines workouts with world-class trainers, healthy meal plans that you’ll actually love, and mindfulness sessions that will help to keep you well, centred. (Pardon the pun).

The app allows you to train, eat, and live better all the touch of a button, making it easier to stay on track and measure your personal goals.

Make sure you check out their new initiative ‘Centr 6’ a six-week workout program, inspired by its founder, Chris Hemsworth’s favourite training regime.


Stockholm based business, Lifesum offers a flexible platform to help users forge good habits for an improved overall quality of life and a healthy balanced lifestyle. Currently, the app has over 35 million members and is one of our top apps to watch in 2020.

With hundreds of healthy recipes to choose from plus a proven three-week weight loss program, complete with shopping list and meal planner. The application gives you the ability to track your macros and carbs and is a real steal at £3 a month.

In its brief history, life sum has already won a plethora of awards including Apple’s app of the year for three consecutive years.


Connecting fitness fanatics from all around the globe is Racefully. So, if walking, running or cycling is one of your go-to forms of exercise why not give the app a go and start tracking your progress?

Racefully gives you the opportunity to connect and build a tribe who share your goals and interests and make new friends.


Meet the business disrupting the weight loss and healthcare industry. Noom has combined the power of AI, mobile technology and psychology alongside the knowledge of over 1,000 personal coaches.

The main objective of Noom is to help people live healthier lives by changing their long-term habits. So far, a staggering 50 million people have benefited from the behaviour change courses which include the virtual diabetes prevention program.

They also have a brilliant blog section on their website, so if you’re after some free advice on creative ways to lose weight or small changes you can make to become healthier then make sure you check out Noom!

If you would like to learn more about how our Sport & Fitness team could support you and your business, speak to a member of our award-winning team today.

Four apps to keep your healthy habits on track