SURREY SPORTS PARK
Launching the Surrey Human Performance Institute for Triathlon
OVERVIEW
Surrey Sports Park – one of Europe’s elite sporting and wellness destinations – teamed up with Henman Sport + Entertainment to launch its cutting-edge Surrey Human Performance Institute (SHPI) for Triathlon. The launch kicked off at the high-profile Triathlon Plus Show at London’s ExCeL Arena, where SHPI served as the Official Training Partner.
A multimillion-pound facility owned by the University of Surrey, Surrey Sports Park is known for delivering world-class health, fitness, and performance services. It’s hosted Olympic and Paralympic teams, elite rugby and basketball squads, and boasts top-tier sports science capabilities. SHPI builds on that legacy, offering precision fitness and health testing to everyone from weekend warriors to professional triathletes.
OBJECTIVES
We were tasked with turning a niche launch into a high-impact national media moment. The focus? SHPI’s triathlon-focused offering — advanced physiological assessments, lactate testing, and complete performance diagnostics to optimise training and health outcomes.
Elevate awareness of SHPI's world-class facilities and staff.
Promote the triathlon-specific Bronze, Silver, and Gold performance packages.
Drive bookings, with a strong CTA around onsite lactate testing demos.
Boost social media engagement and build SHPI’s digital presence.
Create direct consumer interaction and capture data for future marketing.
Generate widespread media coverage across triathlon, fitness, business, and regional press.
STRATEGY & EXECUTION
We anchored the campaign around two major events — the Triathlon Plus Show in February and The Triathlon Show in March 2014 — using them as launchpads to engage media, influencers, and consumers face-to-face and online.
Phase 1: Triathlon Plus Show
Produced a 2-minute HD video showcasing SHPI’s live testing.
Seeded content across Vine, Facebook (Meta), X, and YouTube.
Drafted and distributed press releases across top triathlon media.
Captured high-res photography and interviews to support editorial.
Created a comprehensive AVE and media coverage report.
Phase 1: Triathlon Plus Show
Launched the "Lactate Test Media Challenge," inviting journalists to experience SHPI testing firsthand.
Targeted triathlon and health media with pre-event sell-ins and invites.
Pushed video content across social to raise awareness and drive bookings.
Captured consumer data onsite with incentives, building a CRM-ready database.
Content Creation
Scripted, filmed, edited, and distributed engaging digital content.
Shared assets across key sports, lifestyle, and business media channels.
RESULTS & IMPACT
30+ pieces of coverage across print and digital
Audience reach: 31M+
AVE value: £12,000+
Coverage secured across high-authority titles including Tri247, BikeBiz, Triathlon Business, Yahoo! UK, Bloomberg, Men’s Running, H2Open Magazine, and local Surrey outlets.
Editorial features in Triathlete’s Diary, 220 Triathlon, and Cycling Plus.
Commercial partnerships landed with Human Race Series and Team Carbon Bike.
From elite performance science to real-world consumer action, the SHPI campaign delivered standout awareness, direct engagement, and measurable return.
'We’re at the Triathlon Plus Show to offer testing services to a range of athletes who have booked through BikeRadar. We’re carrying out lactate threshold, body composition, strength and conditioning and nutritional assessments, all the pieces of the puzzle that make up the modern-day triathlete.'
Mark Garfoot
PERFORMANCE SPORT MANAGER | SURREY SPORTS PARK