Fat Lad At The Back Partners With The Sufferfest
Fat Lad At The Back (FLAB) has announced a partnership with cycling training app provider The Sufferfest.
The deal sees consumers able to purchase any item of cycle or fitness wear from FLAB throughout the month of January and receive two months’ free access for new subscribers to the Sufferfest app.
Sufferfest enables users to improve training programmes by following its 37 videos, 20 yoga for cyclist videos, 10 training plans, device connection for smart training to power, cadence and heart rate targets and the ability to save and share workouts to social media and platforms like Strava and Training Peaks.
Sufferfest’s downloadable videos feature officially licensed footage from professional races including the Tour de France, the Tour of Flanders, the Road World Championships, Challenge Roth, Diamond League Track & Field and the Milan Marathon.
Sufferfest’s founder, David McQuillen, said: “This is a partnership that fits in extremely well with our ethos of Everybody Hurts. Sufferlandria has always been a place which welcomes everyone. Many Sufferlandrians are big, powerful units and we want those who do not fit the stereotypical cyclist form to feel a sense of belonging. You are not alone, and this collaboration with FLAB confirms our commitment to you.”
Fat Lad At The Back founder , Richard Bye, said: “This partnership demonstrates our strong belief that cycling is for everyone. The Sufferfest mobile app is a brilliant concept, and one I’m very pleased to promote to the Fat Lad At The Back community. It’s been a really exciting and successful period in the history of FLAB, and to now be working with Sufferfest demonstrates our desire to build upon this strong position as a major player in cycle wear development and manufacture.”
The partnership with Singapore-based The Sufferfest is the latest in a string of developments for FLAB, which last year enjoyed significant growth and further accelerated its market position with retail partnerships with Ribble Cycles, JE James and Evans Cycles.
Launched in 2013, FLAB offers performance-led cycling, triathlon and running wear for men and women in sizes ranging from 36″ to 58″ chest and 34″ to 50″ bust.
