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Infront’s Zurbruegg: Focus on top events protects us from mass participation consolidation

Action from this year's Ride Across Britain, organised by Infront-owned Threshold Sports

The mass participation events industry is undergoing a consolidation as participation levels at some second-tier events fall, but Infront’s dominant position in delivering the top events has enabled further growth, according to Hans-Peter Zurbruegg, the vice-president of the agency’s Personal & Corporate Fitness unit.

Infront first established itself in the mass participation events industry through an agreement signed seven years ago to market the Berlin Marathon rights and quickly followed up by the purchase of the Germany-based B2Run corporate running series in 2014.

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