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Ma MATRIX FITNESS PROMOTION ON YOUR BIKE


With UK inactivity regularly making the headlines, leading fitness equipment supplier, Matrix Fitness, puts its faith and finances into a two-wheeled solution


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earning to ride a bike is a rite of passage for most children; offering freedom, independence, and a variety of


health benefits. It’s a skill that is never lost, but regularly forgotten, as all too often an active youth gives way to a sedentary adulthood. Research indicates that 12.5 million


people in England failed to achieve 30 minutes of moderate intensity physical activity per week within a 28-day period during 2013. Sadly it’s a growing trend, with experts predicting that “If trends continue, by 2030 the average British person will use only 25 per cent more energy than they would have done had they just spent the day in bed.” According to the National Institute for Health and Care Excellence (NICE), it’s not just the nation’s health that is suffering as a result of inactivity; it’s also costing England’s national economy £8.2 billion per year. Women are the worst offenders,


with figures suggesting that despite an increase in the number of women playing sport regularly, more men (23.7 per cent) take part regularly in sport than women (18.5 per cent). Fitness equipment manufacturer,


Matrix Fitness, is leading the charge to redress this imbalance; not only through


Matrix Fitness cycle team timeline


• Matrix Fitness sponsors the Vision 1 Racing Team.


2009


• Former Commonwealth, Olympic, and World road


race champion, Nicole Cooke, headlines; providing inspiration for younger riders, like future star Dani King.


• Riders from the Vision 1 Racing Team form new squad – the Horizon Fitness Racing Team; a


2010


• Great Britain’s most decorated female Paralympian, Dame Sarah Storey, joins the team.


development squad for female riders.


• The Horizon Fitness Grand Prix (named after JHT’s consumer brand) runs as a pilot event,


prior to the male-only Halfords’ Tour Series. The event showcases women’s cycling in the UK, and is an opportunity for newer riders to go head-to- head against some of the UK’s best women riders.


28 Read Health Club Management online at healthclubmanagement.co.uk/digital


the supply of engaging fitness equipment, such as its 7xi range of products that feature a myriad of entertainment options, but also via support for grassroots activity and fitness initiatives that seek to engage the public in physical activity, and promote women in sport. For the past five years, Matrix Fitness


and its parent company, Johnson Health Tech UK (JHT), have been involved with women’s cycling; both as title sponsor of a team, and instigator of a key race in the women’s cycling calendar. While the team name and rider line-up has changed, Matrix’ unwavering support has stood firm. Matrix Fitness – Vulpine Team


Manager, Stefan Wyman, explains the benefits of Matrix’ contribution to cycling: “Matrix Fitness has become synonymous with cycling in the UK, and having spent five years as the title partner for a leading team, backing the biggest race series, and launching products that support effective indoor training for cyclists, it’s easy to see why. With regards to our team, the stability provided by Matrix Fitness has put us in a unique position to be able to plan in advance and believe in our strong foundations. This structure has led to huge success, with two riders taking Olympic gold in London 2012, including


Matrix Fitness Ambassador, Dani King. Closer to home and our riders have been working with Matrix and local authorities to provide community outreach – part of an initiative to promote cycling to young people.” Alastair Grant, Commercial Director


for Tour Events adds: “Britain boasts some of the world’s best female cyclists, and interest from teams, spectators and the media since the inaugural women’s Grand Prix event proves that there is definitely an appetite for top-class women’s cycle races in the UK. Our partnership with Matrix Fitness has enabled us to provide a first-class


• Future Olympic Champion, 5 x World Champion, & World Record holder,


2011


• Johnson Health Tech UK becomes ‘Official Health & Fitness Partner’ to


Joanna Rowsell signs for the team.


• Johnson Health Tech Grand Prix Series (female equivalent of Halfords’


The Tour Series, The Tour of Britain and The Tour Rides.


Tour Series) launches, with full TV coverage of all four stages.


May 2014 © Cybertrek 2014


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