Nelson sports firm gears up for Tour de France

No Bradley Wiggins this time

No Bradley Wiggins this time

First published in News Lancashire Telegraph: Photograph of the Author by , Reporter

A SPORTS nutrition firm based in East Lancashire that supplies some of the world’s top cyclists has launched an advertising campaign to take advantage of the Tour de France boom.

Science in Sport has partnerships with two pro teams who will be on the start line in Yorkshire next Saturday, Astana and Katusha.

The ‘Greatness from the Inside Out’ marketing campaign will feature digitally and on advertising boards along the three stages of the Tour in the UK.

The move follows the company, based in Nelson, announcing sales have increased from £5.5m to £6.8m for the year up to March 31, 2014.

Elaine Underwood, marketing director at SiS, said: “This new campaign marks a step forward for SiS, with a strong emphasis on our scientific pedigree and our continued work in understanding the different nutrition needs of our customers.

“SiS is a company of firsts; we created the world’s first isotonic energy gel, among other key market innovations and this campaign helps show why SiS products are the leading choice of amateur and professional athletes.”

Next weekend the first two stages of the world’s famous bike race will take place in Yorkshire, with both stages skirting by the East Lancashire border.

A third UK stage takes place on Monday, taking the riders from Cambridge to London, before the race moves into France on Tuesday.

As well as posting increased sales, SiS also saw pre-tax losses widen to £1.17m, which is being put down to increased marketing and administrative costs.

Many of the 19 teams entered in the Tour have been training on roads that feature in the Yorkshire stages in the last couple of weeks.

One rider who won’t be on the start line though is Chorley’s Bradley Wiggins. The 2012 champion has been left off the Team Sky squad for this year’s race.

Comments (1)

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9:41am Sun 29 Jun 14

child44 says...

Science in Sport has benefitted from the boom in cycling in recent years -which has ridden on the back of people like Bradley Wiggins and Mark Cavendish, and to a lesser extent the track stars like Victoria Pendleton and Chris Hoy. But the boom times won't last. Wiggins' exclusion from the TdF this year could be the start of a downward slide where the public rapidly lose interest in cycling, with everyone connected to the cycling industry in the UK having to start tightening their belts.
We need more characters like Wiggo. The plastic Brit Froome isn't good for business.
Science in Sport has benefitted from the boom in cycling in recent years -which has ridden on the back of people like Bradley Wiggins and Mark Cavendish, and to a lesser extent the track stars like Victoria Pendleton and Chris Hoy. But the boom times won't last. Wiggins' exclusion from the TdF this year could be the start of a downward slide where the public rapidly lose interest in cycling, with everyone connected to the cycling industry in the UK having to start tightening their belts. We need more characters like Wiggo. The plastic Brit Froome isn't good for business. child44
  • Score: -2

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