The athlete-backed Professional Triathletes Organisation (PTO) has announced the appointment of Anja Pohl as director of growth marketing and Lucy Fitzgerald as director of commercial partnerships.
Reporting to chief marketing officer Tim Godfrey, Pohl will head up audience growth and performance marketing strategy, including the ongoing development of the PTO’s digital products and fan engagement.
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She joined in February from Tough Mudder, the organization behind the endurance event series, where she spent two and a half years, most recently as global head of digital marketing. Elsewhere, she has experience in the fashion industry.
Fitzgerald, meanwhile, was brought on board in May last year, but her addition to the team has only now been officially announced.
She is leading on the management and delivery of rights for the PTO’s commercial partners, having brought with her nearly a decade of experience working in the sports marketing industry for major agencies.
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Prior to joining the PTO, Fitzgerald was a senior account manager at the CSM agency, where she spent two and half years, before which she spent five and a half years at Fuse. She also has previous events and fundraising experience.
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By GlobalDataSam Renouf, chief executive officer of the PTO, stated: “Building on the success of the inaugural Collins Cup [in 2021], we are accelerating our plans as we launch the PTO Tour in 2022. We are delighted to further invest in our team with industry leaders of the caliber of Anja and Lucy.
“Community growth and commercial partnerships are key components to the PTO’s plan and the appointment of such experts will both ensure that we continue to grow and offer our partners the best brand activations possible.”
Yesterday (March 29), meanwhile, the PTO announced a partnership with the supplements brand Precision Fuel & Hydration.
Through the tie-up, Precision Fuel & Hydration will provide tools and experiences to help participants at PTO Tour events to personalize their fueling and hydration strategies for races.
This will include athletes being able to speak to experts about fluid, electrolyte, and calorie intake.
The partnership has been unveiled under the banner of ‘Death to DNF’, with the PTO suggesting it will help to cut the number of athletes who do not finish events.
Renouf said: “Our joint ambition to reduce the DNF rate to zero is clearly extremely ambitious, but we’re confident that by partnering with Precision Fuel & Hydration, we will, at the very least, be able to make a huge and positive impact on the DNF rates at our races this year. Ultimately, we want as many athletes as possible to have the best possible experience at a PTO event.”
Andy Blow, founder of Precision Fuel & Hydration, added: “We’ve been working with a number of the PTO’s top-ranked pros on an individual basis for years. To be able to work more closely and visibly with such a prestigious race series in its inaugural year will allow us to help substantially more athletes to nail their fueling and hydration strategy, allowing athletes to perform at their best and drastically reducing the number of DNFs.”
