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Agreement includes presenting sponsorship of Big Sugar Gravel and official-level sponsorship of five additional Life Time athletic events, uniting the companies’ shared passions for the outdoors, desire for exploration, and challenging oneself to reach their best potential
BOULDER, Colo., March 31, 2021 — Life Time (NYSE: LTH), the nation’s premier healthy lifestyle brand which owns and produces 30 iconic athletic events across the nation, and Mazda North American Operations (Mazda) today announced Mazda is the presenting sponsor of the inaugural Life Time Grand Prix series. Mazda is the first automotive brand to sponsor the company’s off-road cycle events. The agreement coincides with the launch of the first-ever Mazda CX-50, an all-new crossover model aimed at enhancing the driver’s connection to nature. The vehicle will debut at the Life Time Sea Otter Classic presented by Continental April 7-10, where the first race of the Life Time Grand Prix presented by Mazda series takes place.
“We are excited to introduce Mazda to our off-road cycling community as their efforts to open doors for consumers to experience the outdoors is an ethos we share,” said Kimo Seymour, President of Media and Events at Life Time. “The Life Time Grand Prix appeals to athletes because it comprises a mix of terrain—from the gnarly gravel of the Flint Hills of Kansas to the peaks of the Colorado Rockies—making it the perfect outlet for Mazda to demonstrate its on and off-road driving performance capabilities. As two companies that provide outlets for people to live these passions, our brand purposes are well aligned.”
In addition to its presenting sponsorship of the Life Time Grand Prix, Mazda will also serve as the presenting sponsor of Life Time Big Sugar Gravel an official-level sponsor of the Life Time Sea Otter Classic, Garmin UNBOUND Gravel, Life Time Crusher in the Tushar, Stages Cycling Leadville Trail 100 MTB, and Life Time Chequamegon MTB. The full Grand Prix schedule is as follows:
- April 9: 80K cross country mountain bike race in the Fuego XC at the Life Time Sea Otter Classic presented by Continental in Monterey, Calif.
- June 4: 200-mile Garmin UNBOUND Gravel presented by Craft Sportswear in Emporia, Kan.
- July 9: 70-mile Life Time Crusher in the Tushar presented by The Creamery in Beaver, Utah
- August 13: 100-mile Stages Cycling Leadville Trail 100 MTB in Leadville, Colo.
- September 17: 40-mile Life Time Chequamegon MTB presented by Trek in Cable, Wis.
- October 22: 100-mile Life Time Big Sugar Gravel presented by Mazda in Bentonville, Ark.
“We believe that time spent outdoors fuels our curiosities and inspires our lifeblood, allowing us all to be ‘More Human in Nature’ and Life Time’s off-road cycle events are an outlet for that passion,” said Brad Audet, Chief Marketing Officer, at Mazda North American Operations. “As more consumers engage in outdoor activities such as mountain and gravel biking, we want to be there with them, sharing the benefits of time spent immersed in nature without compromising on the premium design and outstanding driving performance Mazda is known for.”
The CX-50 is purpose-built for the outdoors and enables drivers to venture further into various terrains with functional features, such as standard all-wheel drive and an available turbo engine. All models feature new Mazda Intelligent Drive Select (Mi-Drive) technology that enhance the driving experience with included sport, off-road, and available towing modes. The vehicle also has dynamic design elements – a sleek, long silhouette and wide stance combined with a low roof line and cabin give the CX-50 a strong presence with ample cargo space to encourage loading all necessary gear that helps provide maximum enjoyment of the outdoors.
For updates about the initiatives planned with Mazda throughout the Grand Prix series, follow along at: @lifetimegrandprix. To learn more about the Life Time Grand Prix, please visit lifetimegrandprix.com. To learn more about the CX-50, visit mazdausa.com/vehicles/future/cx-50.
About Life Time®, Inc.
Over nearly 30 years, Life Time (NYSE: LTH) has reshaped the way consumers approach their health through omnichannel, healthy way of life communities that address all aspects of healthy living, healthy aging and healthy entertainment. More than 30,000 Life Time professionals are dedicated to providing the best programs and experiences at more than 155 Life Time athletic resort destinations in the United States and Canada, and via a complementary, comprehensive digital platform and portfolio of iconic athletic events – all with the objective of inspiring healthier, happier lives. For more information visit lifetime.life.
About Mazda North American Operations
Mazda North American Operations is headquartered in Irvine, California, and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States, Canada and Mexico through approximately 780 dealers. Operations in Canada are managed by Mazda Canada Inc. in Richmond Hill, Ontario, and operations in Mexico are managed by Mazda Motor de Mexico in Mexico City. For more information on Mazda vehicles, including photography and B-roll, please visit the online Mazda media center at InsideMazda.MazdaUSA.com/Newsroom.