PaceUp

PaceUp exists to elevate the way sporting brands communicate. This is what we do.

🇺🇸 Sea Otter. You beauty. 🇺🇸 Still one of our absolute favourites in the calendar, and a proper melting pot of cycling culture. The stoke is always high coming back from Monterey! To all partners, clients, press, brand people, and everyone we caught along the way... thank you for another 10/10 week 🫡

An icon, evolved. We’ve been hard at work behind the scenes with @hutchinsoncycling for the launch of the Touareg Race and Gridskin gravel tyres at @thetraka earlier this month. The response to the launch has been one thing, but the real validation happened on the dirt. Huge congratulations to @victorbozo for taking the win in the Traka 560 and @hugodrechou for a massive 2nd place in the Traka 360 on the new rubber.

🗞️ THE NEWSPAPER THAT BECAME THE TALKING POINT OF LONDON MARATHON WEEK 🗞️ Well, at least as far as we’re concerned. This one was a big effort to get over the line, so it deserves a post now that the London Marathon hype has died down. That escalated quickly. We set about with the idea to celebrate @londonmarathon in a way that felt fitting to us - a proper paper, available only in physical form, bringing together stories from across the race, the industry, and the wider media community. From Chris Finill who has run every one since 1981, to a four-pager on London running culture’s unlikeliest clubhouse - the pub; a stunning double page course map created by the wizard @joshparkyart , top gear picks from media pals @graceelisabethc and Christian Weigand @runners_highest , and so much more. 32 pages celebrating London as the greatest Major. Come event week, we set about distributing several thousand copies all around London at hotspots, pop-ups, stations, the Expo, retailers and more. Once seen, people wanted it. And so began a week of zipping around all of London doing the paper rounds. Absolutely huge effort from across the team to get them out in the wild, and a great excuse to see the vast majority of the brand pop-ups around the city too … this year didn’t disappoint. Was pretty mad seeing it out in the wild, people carrying copies on the train, and hearing people talk about stories from inside at various brand events around town. A huge thanks once again to our designated editor @paddy.maddison , as well as @for_all_intents on the design buttons too. And a big thank you to all of our stockists. We’ve kept a batch of copies in case anyone still wants one - drop us a DM. Will we do it again? Ask us a few weeks ago and the answer may have been different, but now the dust has settled - definitely.

🚲 Join us for our Industry Ride on Wednesday 20th May 🚲 We’re often guilty of spending a lot of time talking about bikes but not so much time riding them. What better way to remedy that than inviting you all to join us for 45 minutes of chilled laps of London’s finest park, followed by coffee and cake on us at the legendary Fortitude. When: 20th May - 07:30 Where: Physicians Corner, Regent’s Park, London See you there 🫡

Before smashing the London Marathon last weekend, @_edenrose was out on the trails of Penyagolosa in Spain managing an event with @kailasfuga 🇪🇸 Here’s her take 👇 “People talk about the magic of @penyagolosatrails , and it completely lived up to the hype. There’s something about this race that feels bigger than just the event itself - it’s properly rooted in history, the local community, and Spanish trail culture. You can feel that everywhere, from the crowds to the atmosphere out on course. This year was the first edition with Kailas FUGA as title sponsor, and what stood out to me was how hands-on they are. It didn’t feel like a brand just turning up - more like they’re genuinely trying to build something here, especially with the FUGA Mountain Club launching in Spain. Highlight has to be Jose Angel Canales winning the MiM (again!!)… four in a row is insane. It was a constant buzz of managing creators and media, whilst also soaking up the atmosphere. Definitely a great event to be part of from start to finish.” 📸 | @ivanarribasm + @mikelbejarano

🚨WE MADE A NEWSPAPER 🚨 I have been looking after two new babies over the last three months. One is a literal human child, and the other has been this project. The PaceUp Herald is a one-off tabloid newspaper all about the @londonmarathon and UK running culture. It’s the first time I’ve been in the driving seat as an editorial director, overseeing the entire process from conception to completion, and it has been a blast. Thanks to @paceupmedia for the trust, @for_all_intents for the design wizardry, and to the team of writers, photographers and illustrators who helped bring it to life. Good luck to all who are running this weekend, and don’t forget to pick up a copy while you’re at it 🗞️

PENYAGOLOSA TRAILS 2026: Última hora, repaso trazados y favoritos. Canales e Inés Astrain buscan superar sus récords, en MiM 63k, mientras CSP 106k reúne un gran plantel también. A destacar, el desembarco del equipo @kailasfuga como sponsor, elevando el nivel. Lee 👉 Carrerasdemontana.com #carrerasdemontaña #penyagolosatrails #kailasfuga 🖊️ @mayayooxigeno 📸 @memphismadrid

Another silly week on the road with @maprocycling 🫶 Scheldeprijs, recon, and another big team debut ticked off at Paris-Roubaix 🤯

🇺🇸 Sea Otter gang, assemble 🇺🇸 We’ll be out in Monterey next week and want to see you. We have plenty of client activity going down, including two client partners now in full partnerships with LifeTime. There may be the odd party here and there… Slide into the DMs if you want to catch up at the show or want any more info on what’s going down.

ASICS is here. We hit the ground running with this one, and are thrilled to share we are working with @asicsrunning across their community event delivery. Run, Good Food, Community. It’s a yes from us. 📸 • @oliverbrookwell

Travelled half way across the world to meet our newest client. Enter @kailasfuga . Driving action forward on the trails, we’re fired up to be working with FUGA across their PR and Media activities in Europe and the US. Passion, courage, exploration and dedication are at the heart of Kailas FUGA, powering product, community and event partnerships on a trail near you.