Following a successful pitch process, SHIFT Active Media has been selected by Life Time Athletic Events to manage global PR and on-site press office for its flagship cycling events, including Sea Otter Classic, Unbound Gravel and the broader Life Time Grand Prix series.

Starting with the 34th edition of the Sea Otter Classic presented by Continental in April and harnessing its unrivalled industry connections, SHIFT will manage all aspects of endemic media delivery for the US event organiser to increase awareness, drive participation and support ticket sales.

Leaning on their race communications credentials which has seen the agency previously partner with RCS as well as the UCI Track Champions League, the SHIFT PR team will amplify the events as key moments of the international off-road racing calendar, raising the profile of the Life Time brand and contributing to the continued professionalisation of the series. This will include pre-event global, national and regional storytelling, media accreditation, on-site media management and post-event race communications.

SHIFT’s remit for Life Time Athletic Events includes:

• Sea Otter Classic presented by Continental (including Expo, Sea Otter Summit and Fuego XL 100K cross-country MTB, - 19 April, Monterey California
• Life Time Unbound Gravel 200 - 1 June, Emporia, Kansas
• Life Time Crusher in the Tushar presented by The Creamery - 13 July, Beaver, Utah
• Life Time Leadville Trail 100 MTB - 10 August, Leadville, Colorado
• Life Time Chequamegon MTB presented by Trek - 14 September, Cable, Wisconsin
• Life Time The Rad Dirt Fest - 28 September, Trinidad, Colorado
• Life Time Big Sugar Gravel presented by Mazda - 19 October, Bentonville, Arkansas

To find out more about Life Time Athletic Events, including the Life Time Grand Prix visit this link.