Season 2 of the UK Sports Institute Insider Podcast brings together industry professionals and leaders in the field of women’s health in sport for in depth discussion and insight. 100AND10% created a recognisable brand identity for the podcast and a set of episode tiles for the season.

As part of its support to global fitness equipment supplier Life Fitness, 100AND10% worked with Life Fitness partner and Formula One team ROKiT Williams Racing to deliver a new creative corporate wellness initiative.

The #RunTheRaceTrack campaign was launched as part of the partnership activation and aimed to tap into ROKiT Williams Racing’s focus on fitness and wellbeing throughout the 2019 Formula One season. Staff from Williams were encouraged to run each race week and theme each run around the length of the race track for that week.

To support the campaign, 100AND10% also had the opportunity to join the ROKiT Williams Racing Formula 1 team at the British Grand Prix at Silverstone in July and run the 5.9km track alongside Life Fitness and Williams staff.

Life Fitness also implemented the campaign through their social channels which saw followers of Life Fitness and Williams able to take part by covering the distance of the race weekend either on a treadmill or around their local area. Prizes – including signed photos from drivers Robert Kubica and George Russell – were awarded to winners each week.

The initiative saw 223 entries and a total of 1,381km covered by Williams staff over the 21 circuits throughout the 2019 F1 season. The video produced from the Silverstone track run has reached over 10,000 views to date (Dec 2019).

100AND10% has extended its partnership with Life Fitness into 2019, which will see the team continue to deliver a full service of marketing, communications and design support to Life Fitness and its wider brand portfolio.

As the industry’s largest supplier of commercial fitness equipment, Life Fitness is part of a group of five leading equipment brands; Hammer Strength, Cybex, Indoor Cycling Group (ICG) and SCIFIT.

Formerly the UK marketing arm of Cybex since 2011, 100AND10% started working with Life Fitness in 2016, when it acquired the Cybex operation.

Since then, 100AND10%‘s remit has extended significantly to now include all five equipment brands, working closely with the UK team to deliver effective PR & communications, design and creative, digital, video, and strategic support.

In the last 12 months, this has included Life Fitness’ first PPC and paid social campaigns in the UK, as well as global marketing assets to support its customers in promoting Life Fitness’ new platform, Halo Fitness Cloud, to members.

Building on the work with the UK, 100AND10% has also recently been procured to deliver creative and video projects for Life Fitness’ international teams in Spain, the Netherlands and Benelux.

As part of the ongoing relationship with leading fitness equipment supplier Life Fitness, 100AND10% provided design and copywriting support to activate Life Fitness’ sponsorship of the ukactive National Summit 2017.

The annual event, which took place on 1st November in Westminster, is the biggest gathering of physical activity stakeholders from across the UK and this year focused on the role of physical activity as a solution to the collective health and wellbeing of the nation.

For Life Fitness, the summit provided an opportunity to showcase its extensive experience in the active ageing sector and engage with more than 600 delegates who attended the leading policy event.

Central to the project was the ‘Moving More, Ageing Well’ report, delivered by ukactive in partnership with Life Fitness. 100AND10% led on the design of the 32-page document, incorporating elements from both brands to deliver the comprehensive report which was launched at the summit. Alongside this, 100AND10% also provided copywriting support as part of Life Fitness’ contribution to the report, plus print and digital marketing collateral and a video case study for Life Fitness’ digital channels.

100AND10% has worked with Life Fitness since January 2016, when the organisation acquired longstanding client Cybex. Since then, 100AND10% has continued to provide extensive marketing support to Cybex and work increasingly closely with Life Fitness across its wider brand portfolio. This also includes a separate retained agreement for design support across all Life Fitness brands.

Having also previously been commissioned to support ukactive on design work, 100AND10% were in prime position to deliver the project.

Click here to view the ‘Moving More, Active Ageing’ report.

100AND10% was commissioned by Virgin Active to support in the management and delivery of VA LIVE 2016, the gym chain’s largest ever event for its nationwide fitness teams.

Held at Wembley Stadium, the event saw record numbers on previously years with 900+ PTs, group exercise instructors and fitness managers in attendance. Virgin Active’s key suppliers were invited along as an opportunity to showcase their latest products and engage with the gyms’ staff; the event also welcomed experts from the fitness industry and motivational speakers who led keynote discussions, whilst senior Virgin Active staff also used the event to present the business’ plans.

 Responsibilities included sourcing the venue, management of event operations and logistics including liaising with key suppliers, exhibitors and speakers, at-event support, and filming & production of the post-event highlights video.

When the team at 100AND10% were asked to support longstanding client the British Paralympic Association (BPA) in the build-up to and at Rio 2016, it wasn’t difficult to say yes!

Having previously worked on a number of design projects for the BPA, who, as the National Paralympic Committee for the UK, are responsible for the Paralympic movement in Great Britain, Rio 2016 was set to be the biggest one yet with both design and comms support provided for the Games.

The project started back in March, when the first ParalympicsGB athletes were announced – and so began the start of 20 team announcement graphics used to promote the athletes across the BPA’s social and digital channels in the build up to this summer’s Games.

The 100AND10% design team was also responsible for producing branding and signage to be sent out to Brazil for use at the team’s preparation camp in Belo Horizonte and at British House, the team’s HQ, in Rio.

During the Games, two members of the 100AND10% team were out in Rio to support ParalympicsGB; senior marketing and communications manager Lauren as a multi-sport press officer looking after both powerlifting and archery, and senior graphic designer David who was responsible for producing all digital graphics during the Games, distributed via the BPA’s social media channels – and thanks to ParalympicsGB’s record-breaking tally of 147 medals, he was definitely kept busy!

David was based at ParalympicsGB’s HQ British House, whilst Lauren was on the ground at Riocentro (powerlifting) and the Sambódromo (archery), home of the world-famous annual Rio carnival.

100AND10%’s comms support out in Rio was an extension to the day-to-day role of the team, who work with a number of national governing bodies including providing full marketing & comms support for British Weight Lifting.

With a silver and bronze medal for British Weight Lifting’s powerlifters, the four-strong team enjoyed a successful Games – and 100AND10%’s work pre-Games ensured that the team arrived in Rio following significant regional and national profile, which included features in the Guardian, the Sun and the Sunday Times, plus filming with BBC’s the One Show, Press Association and Channel 4’s Paralympic Games coverage sponsor, Allianz.

100AND10%’s past projects with the BPA include the National Paralympic Day, Sochi 2014 and the Supercharge fundraising campaign.

The Total Swimming Group and the Total Swimming Academy was launched by Olympic Medallist Steve Parry following his retirement from the sport and in 2016, 100AND10% was procured to re-design the brand hierarchy and B2B brands alongside the main B2C Total Swimming Academy brand.

On completion of the new structure, including agreement on creating the Total Swimming Group, the Total Swimming Academy brand was re-designed to better reflect the activities of the business and engage more with its younger target market – the 000’s of 3-11 year olds that take part in its swimming lessons every week.

Following recommendations, we commissioned 100AND10% to review, audit and propose a new existing brand structure for our existing businesses alongside re-designing a number of our existing brands. Their interest in our business, our future plans and the insightfulness of their questions ensured the proposed brand structure and architecture was received positively and enabled the design work to move ahead quickly and efficiently. We are delighted with their work to date and look forward to continue to build on the relationship and support the growth of all our brands.

Steve Parry Director, Total Swimming & Total Group

As the retained marketing, creative and PR for the UK arm of TRX, the industry leader in functional training and creators of Suspension Training 100AND10% was tasked with designing and implementing an innovative social media campaign for the brand in the lead up to Christmas.

Entitled “#12DaysOfTRXmas”, the campaign ran across the UK Facebook, Twitter and Instagram accounts and aimed to share a range of suspension training workouts; raising awareness of the brand by featuring a different TRX exercise every day for twelve days.

100AND10% reached out to TRX UK key accounts and target influencers to provide content for the campaign, with the request of either video or photo and accompanying instructional copy. All videos were edited in-house, to include front/end graphic and TRX branding and logo.

Contributors to the campaign included Virgin Active, Bannatyne, Fitness First, Xercise4less, 1Life and England Women’s goalkeeper Karen Bardsley with team S&C coach Mike Watts.

The “#12DaysOfTRXmas” campaign achieved its targets, increasing awareness and recognition of TRX in the UK across all three social media channels; the daily posts had a combined reach of 25.3K on Facebook, with the top performing post achieving a reach of >12,000. In total the videos had >5,000 views and the engagement and interaction with the brands followers was a major positive.

The campaign also provided an important platform for TRX to engage with its key clients and for the brand to offer wider marketing support; anecdotally, the feedback from all contributors was extremely positive.

100AND10% has teamed up with GB para-canoeist Emma Wiggs in support of her equipment provision for training, national and international competitions.

To help Emma continue her run of impressive performances, which have already seen her claim five World Championship titles in just four years, 100AND10% has funded new equipment to use when Emma competes at both national and international events, as well as in training at the National Water Sports Centre, Nottingham.

Emma Wiggs began her professional sports career as a sitting volleyball player; before switching to para-canoe, Wiggs represented Great Britain at the London 2012 Paralympic Games. Her hard work since changing sports has already resulted in one world record, five gold medals from four World Championships, plus two golds and two silvers at the European Championships.

“Funding in sport remains an ongoing challenge for many athletes; I’m incredibly grateful to be funded through the World Class Performance Programme by UK Sport & The National Lottery, but the support from sponsors is a crucial contribution to my success as a professional athlete,” said Emma.

“Having access to the best equipment enables me to focus solely on my training and delivering the best performances I can, and I’m grateful to 100AND10% for showing their support in me and allowing me to concentrate on what I do best – which hopefully means winning more medals!”

Click here for more information about Emma Wiggs.