Former world champion and gold medallist Susanne Ljungskog returned to the world of cycling aiming to inspire and motivate women to use cycling as a means of exercise. The Di Luca Group with brands such as Zeta and Delizie saw the possibility to engage in a long-term project involving a key target group. PS Live developed “Tjejgirot”, a race exclusively targeting women with focus on wellness and healthy living. The first event held at Wenngaen in Sigtuna, was a success from the start, some 350 women took part in the race.
The event conveys wellness through cycling, good food and social interaction in a beautiful environment. The race will attract women in all ages regardless of type of bicycle or degree of fitness.
PS Live handled commercialisation and concept development of the event including partnership sales, marketing, project and production management, design, website, ad/banners etc.
- Over 300 entered.
- 98% want to participate next year, according to evaluation.
- Media value amounting to more than 2 MSEK.