BikeBiz Bicycle and cycling retail news
The Oregon-based energy bar company – founded by professional athletes Jesse Thomas, Lauren Fleshman, and Steph Bruce – has announced a multi-year partnership with current women’s marathon world record holder Paula Radcliffe in the UK.
The six-time world champion and world record holder will act as an ambassador to help bring awareness and expand opportunities for the brand in Britain.
“Paula was my first sports hero, and what drew me to her then hasn’t changed. She’s smart, tenacious, generous, and real,” said co-founder Lauren Fleshman. “Six years ago, she went out of her way to encourage me, not just in my racing but in business, offering to help bring Picky Bars to Europe one day. Athletes supporting one another to take risks, to be leaders, to bring value, that’s what the sports world needs more of.”
Radcliffe added: “I love Picky Bars and am so excited about them coming to the UK. The excellent taste and delicious flavours make fuelling your body for the workout and day ahead feel like a treat at the same time. Honestly, they are a great natural food option that also tastes amazing!”
Lauren and Paula will be at the London Marathon Expo in the Alton Sports booth number 513 on Saturday, April 22nd to kick off the partnership.
Fleshman will be available from 11am-5pm, with Paula dropping by from 3:30-4:00 pm. Picky Bars is distributed in the UK by Fit Brands, a speciality sports sales and marketing group servicing the run, bike and triathlon markets.
