At the back end of 2016, Kinross took on a consultancy project with Spartan Race to boost the event in the UK. Working alongside the American Obstacle Course Race franchise, a new marketing and operations team were assembled ready for the 2017 race season.
The project proved to be a huge success with the year seeing a 40% increase in participant numbers as well as the largest ever race weekend at Windsor with 6000 people. As well as setting up the inhouse Spartan team, Kinross has been active in securing commercial partnerships for the UK race series.
With the Spartan brand becoming increasingly prominent and influential in its reflection of a general fitness shift away from conventional, linear training, there has been extensive interest in commercial opportunities. Kinross has been involved in securing and activating partnerships with the following brands; Uber, Nutramino, David Lloyd, Active Root, Fitty London, Coors Light and The Skin Company.
As we look forward to 2018, Kinross will continue working on the commercial activation for Spartan Race UK. Meanwhile, the UK franchise will expand into Ireland for the first time as it adds a race at the iconic Punchestown Racecourse in Dublin.