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Colostrum UK case studyHenman Communications2010 – 2013

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Henman Communications was appointed by Colostrum UK to launch their Neovite product into the sport, health and fitness sectors.

This case-study outlines our PR and sponsorship activation strategy, activities and results.

Background Colostrum UK imports colostrum products from the world’s largest producer, Fonterra of New Zealand, and markets to both retailers under our brand Neovite and wholesaler to established sports nutrition companies. End-customers include professional and highly-ranked amateur athletes and sports people including Olympic medal-winners, national and international class cyclists, record-breaking long-distance runners, Rugby Union teams and Premier League soccer teams.

Colostrum is the first milk produced after birth and is a source of biologically active nutrient proteins. It is collected from cattle and goats and is a natural food that has been used since ancient times by pastoral peoples.

Commercial colostrum is marketed on the basis of its bio-active proteins which effect the growth and repair of the body and which influence the immune system to:

• promote digestive health and efficiency

• fight infection and support the immune system

• speed healing and recovery of damaged tissues

OverviewThe production process, which includes sophisticated pasteurisation and drying stages, must be carefully controlled and is critical to the levels of essential bio-activity remaining in the finished product. Poor process design and controls, primarily in the areas of thermal heating or frictional heating or through mechanical shear forces, have the effect of denaturing colostrum (unravelling the proteins). This can effectively destroy some or all of the beneficial bio-active properties and diminish the value of the product.

Testimonial “The team at Henman Communications has achieved valuable editorial coverage across all our key sports media including: tennis, rugby, running, triathlon, Ironman, cycling as well as with other key health, nutrition, fitness, and well-being publications and websites. They have also created video testimonials with our sponsored elite athletes and leveraged this content across social media channels. We look forward to working with the team at Henman Communications in the future.” John Rolfs, CEO Colostrum (UK) Limited

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Sales promotions and advertorials

Media partnerships

Stakeholder management of key National Governing Bodies (NGB’s)

Filming, editing and distribution of athlete video testimonials

Our deliverables included Creation and delivery of an annual PR strategy, plan & Key messaging

Creating editorial coverage in key consumer, sports, health & fitness, nutrition, lifestyle media

Press office services at the:

• The London Triathlon Show

• The Running Show

• The TCR Show

Negotiation and activation of athlete sponsorship

Social media strategy and plan

PR and Brand Activation

MEDIA INFORMATION Tuesday, September 14th, 2010

NEOVITE SPONSORES BRITISH NO.1 AND WTA WORLD

TOP 50 WOMENS TENNIS PLAYER ELANA BALTACHA

Neovite, the natural diary food product that is high in nutrients and protective agents, is

currently sponsoring British No.1 and World top 50 ranked tennis player, Elena Baltacha by providing free product to assist her training, competition schedule and recovery programme throughout the WTA season.

Neovite is a dairy protein that can work wonders on the immune system. It can be tough to keep off the courts if you’re ranking is going up and you have points to defend. As we know, too much enthusiasm can lead to overtraining, when the work outweighs the rest and the muscles don’t complete their recovery.

Many top elite athletes are now learning to pay attention to this balance through the clever use of a traditional food to keep their bodies in harmony and are getting the race results to show for it. It’s called Neovite colostrum. Neovite currently sponsor a range of top elite athletes in: tennis, triathlon, cycling, running and endurance sports by providing free Neovite product. As Elena comments: "I've had a tremendous year with my first top ten win at Indian Wells. I've been using Neovite colostrum which was recommended by the NTC's sports science team and the benefits have been amazing. It tastes lovely and it's easy to take with milk or juice and I've had much better health despite all the travelling and training. I've had fewer colds and flu and I don't need to do weights as much to maintain muscle tone.” Neovite powder can be mixed with energy drinks to give the immune system a boost and reduce illnesses from colds and flu. Marathon runners taking colostrum increased their levels of salivary antibodies (IgA) by 79%, their front line of defence against colds and throat infections. But better results are not just down to keeping healthy. Supplementation in hockey players resulted in improvements in sprints and jumps. In another trial, competitive cyclists had an overall 2.2% increase in performance in a 40k time trial after intense training. Neovite colostrum is the first milk produced by cows during the first 48 hours after birth. Colostrum provides newborns with the essential nutrients, vitamins, minerals and amino acids they need to make it through the first days of life. The product is imported from New Zealand from the surplus after the calves have been fed. It is a rich source of bioactive components such as immunoglobulins, cytokines, interleukins and growth factors.

Henman Communications Limited | 2nd floor | 6 Morie street | London | SW18 1SL Tel +44 (0)7810 448782| info@henmancom.com | www.henmancom.com

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MEDIA INFORMATION TUESDAY 8th November 2011

GERMAIN BURTON, NEOVITE SPONSORED

‘TEEN SENSATION’, OBLITERATES FIELD TO WIN BEC CC HILL CLIMB FOR 2ND YEAR RUNNING.

For the second year running, top cycling talent and Neovite sponsored Germain Burton went home £1,000 better off after winning the Bec CC hill-climb in some style.

The 16-year-old top prospect and son of former British National Champion Maurice Burton, owner of De Ver Cycles, completed the 700-yard Titsey Hill climb at Limpsfield in just 1min 45.1sec, almost eight seconds faster than his nearest rival, beating many senior and professional riders in the field.

Many elite athletes such as Germain are now learning to keep a balance between training and recovery through the daily use of Neovite, a natural dairy colostrum powder. The race results speak for themselves. Germain comments on his use of Neovite colostrum this season by saying: “I've used Neovite quite a lot this season. Not just colostrum, but the dried cherries and herbal tea, that Neovite are now developing. As usual, I've been regularly taking Neovite colostrum twice a day, usually in the first hour after training and again before bed, to aid my immune system in preventing and recovering from illness (especially in terms of my respiratory system), aid my food digestion and allow my body to take in more nutrition from the food that I am eating. Neovite help my recovery from training, in order to gain strength and power in my muscles; and in turn helping me to perform well and develop as an athlete.” Neovite is powdered first milk(colostrum), produced by cows during the first 48 hours after a birth which provides the essential nutrients, vitamins, minerals and amino acids for the first days of life. Germain goes on by saying: “Also, taking the cherries and tea, in the hours leading up to some of my races seemed to improve my performance, through increasing my blood circulation and therefore the delivery of oxygen. I hope to see if I can continue to see an improvement in my performance, by using them more in competition next season.” Germain then comments on his season race results by saying: “Neovite colostrum was especially useful in the weeks leading up to the Bec CC Hill Climb, where I had gone through a period of constant hard training and racing, where I was 4th in the Junior British Time Trial

Henman Communications Limited | 2nd floor | 6 Morie street | London | SW18 1SL Tel +44 (0)7810 448782| info@henmancom.com | www.henmancom.com

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Thursday 15th December

MEDIA INFORMATION

Leading UK elite triathlete, Yvette Grice, recommends natural dairy brand Neovite

with record breaking 2011 season

Many top elite endurance athletes are now learning keep a balance between training and recovery through the use of natural dairy colostrum brand Neovite and are getting the race results to show for it. One of them is leading UK elite triathlete Yvette Grice who has been competing at Pro level since 2006 with Eastbourne based Bodyworks XTC comments: 'I am a professional long distance athlete who has been using Neovite colostrum since May after I was recommended to try it by a fellow athlete following stomach issues during Ironman South Africa in April. Since I have been using Neovite I have had no issues with stomach cramping during any races this season or during my training. My overall digestive system seems a lot happier and on top of that I have had fewer occurrences of respiratory infections”. Neovite is powdered first milk(colostrum), produced by cows during the first 48 hours after a birth which provides the essential nutrients, vitamins, minerals and amino acids for the first days of life. It’s supplied direct to users through the neovite website. Yvette goes on to say: “My results this season have been pleasing and Neovite has had a huge part to play in this with more consistent training leading into events, greater recovery from training and racing and no stomach issues during the race itself. I have been working hard on increasing my power on my cycle and have noticed greater muscle strength and therefore stronger bike sections during my racing which

Henman Communications Limited | 2nd floor | 6 Morie street | London | SW18 1SL Tel +44 (0)7810 448782| info@henmancom.com | www.henmancom.com

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Thursday 15th December

MEDIA INFORMATION

Leading UK elite triathlete, Yvette Grice, recommends natural dairy brand Neovite

with record breaking 2011 season

Many top elite endurance athletes are now learning keep a balance between training and recovery through the use of natural dairy colostrum brand Neovite and are getting the race results to show for it. One of them is leading UK elite triathlete Yvette Grice who has been competing at Pro level since 2006 with Eastbourne based Bodyworks XTC comments: 'I am a professional long distance athlete who has been using Neovite colostrum since May after I was recommended to try it by a fellow athlete following stomach issues during Ironman South Africa in April. Since I have been using Neovite I have had no issues with stomach cramping during any races this season or during my training. My overall digestive system seems a lot happier and on top of that I have had fewer occurrences of respiratory infections”. Neovite is powdered first milk(colostrum), produced by cows during the first 48 hours after a birth which provides the essential nutrients, vitamins, minerals and amino acids for the first days of life. It’s supplied direct to users through the neovite website. Yvette goes on to say: “My results this season have been pleasing and Neovite has had a huge part to play in this with more consistent training leading into events, greater recovery from training and racing and no stomach issues during the race itself. I have been working hard on increasing my power on my cycle and have noticed greater muscle strength and therefore stronger bike sections during my racing which

Henman Communications Limited | 2nd floor | 6 Morie street | London | SW18 1SL Tel +44 (0)7810 448782| info@henmancom.com | www.henmancom.com

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Thursday 15th December

MEDIA INFORMATION

Three leading UK pro triathletes report record breaking 2011 seasons using

natural dairy brand Neovite

Many top elite endurance athletes are now learning to keep a balance between training and recovery through the use of natural dairy colostrum brand Neovite and are getting the race results to show for it. Three such athletes, all of them leading pro athletes, are; Toby Radcliffe, Emma Kate Lidbury and Louise Collins. In 2011 they have all recorded record-breaking seasons using colostrum brand Neovite as part of their daily training, performance and recovery programmes. Toby Radcliffe comments: I've been using Neovite since the end of last year: its the only nutritional supplement I take every day without fail! This year I've managed to hit race weight without any effort. The only change to my diet is the Neovite. I have it every morning first thing with some yoghurt or on my cereal, and double it up when I'm training particularly hard or am starting to feel run down. I've not been cold-free this year, but the severity and recovery times seem to have improved.” Neovite is powdered first milk(colostrum), produced by cows during the first 48 hours after a birth which provides the essential nutrients, vitamins, minerals and amino acids for the first days of life. It’s supplied direct to users through the neovite website. Emma Kate Lidbury says: “I have had a terrific season, winning three Ironman 70.3 titles and achieving top-10 finishes at the Ironman 70.3 World Championships and the Abu Dhabi International Triathlon. I've really stepped up my training and racing

Neovite sponsors Ironman Hawaii World Champion, 25-29 age group

Louise Collins.

Recent published studies have shown colostrum can dramatically reduce

exercise induced gut disorders. UK leading brand Neovite has continued

its support of elite triathletes by sponsoring 25-29 age group Ironman

Hawaii World Champion and 220 magazine age group female athlete of

2010 Louise Collins.

Louise Collins has been competing in triathlon and Ironman for the past

four years and has been using Neovite throughout her winter training

period. Louise comments: “As an elite athlete combining working full

time with twenty-five hours of training a week, as well as eating healthily,

I am always looking for products that can help me remain injury and

illness free. I have suffered in the past with glandular fever when I was

a rower, so Neovite has helped me to keep my health consistent in my

winter training blocks and has prevented me from getting those annoying

coughs and colds.”

Louise goes on the say: “I have already noticed some differences in my

training, throughout the winter months, where the combination of forty

hours a week of work and twenty-five hours a week of training puts a lot

of stress on your body. Neovite has helped as certainly there have been

times in the past few months, where I think a year I would have had to

start missing sessions. In the past year I have not had any coughs or

colds and have not missed any sessions from my training plan.

Louise also comments: “In the last couple of months of taking Neovite I

have been able to keep my whole diet very clean because I have not got to

the point where I am craving sugar and cafeen and those types of things.

Neovite has helped me combine training sessions as at the end of each

session I am not completed wiped out. The next morning I am still able to

get up and train again and be consistent day in day out and week in and

week out, and being consistent gets you round long course triathlon as

that is the concept of the race.”

John Rolfs, Managing Director of Colostrum UK Ltd, the Neovite brand

owners, comments: “Exercise induced gut disorders are common in

triathlon, the popular description is “runner’s trots”. When the body’s

response to increased permeability is to clear the gut contents, giving

rise to symptoms such as diarrhoea to avoid toxins from gut organisms

entering the bloodstream, as these lead to heatstroke which can result

in damage to the internal organs. Our latest study gives us the medical

science to improve endurance performance and heat stress tolerance.”

To review Louise Collins full video testimonial see

http://www.youtube.com/watch?v=s7Xdk9eaxBU

To hear Louise Collins interviewed by Julia Armstrong see

http://www.juliaarmstrong.com/index.php?id=797

You can follow Louise on twitter @LouKCollins

For further Neovite testimonials see-

http://www.youtube.com/results?search_query=neovite&aq=f

*Colostrum is the first milk from cows in the 48 hours after calving and contains

essential nutrients, vitamins, minerals and amino acids.

Neovite colostrum was provided for the trial by Colostrum UK Ltd. To review

the abstract study published visit: http://ajpgi.physiology.org/

To receive some free neovite samples to try out please contact

Henman Communications on + 44 (0)7810 448782 or

email: info@henmancom.com

www.neovite.com | t: 020 82 44 83 83

TOO HOT TO TROT?

Lou Collins

British scientists investigating natural ways to enhance athletic

performance have had their latest study published in the American

Journal of Physiology, providing evidence that Neovite colostrum* can

massively reduce gut permeability, commonly known as ‘leaky gut

syndrome’, brought about when exercise raises core temperature. A research group led by Ray Playford, Professor of Medicine at Barts

and The London School of Medicine and Dentistry looked at athletes

who were asked to run for 20 minutes at 80 per cent of their aerobic

maximum. At the end of the exercise, changes in the subjects gut

leakiness were measured using urine sample, also determined were

changes in the athletes’ core temperature. Under standard conditions,

gut leakiness had increased by 250 per cent and temperature had

risen by 2 degrees. However, when the group were given a drink of

dairy Neovite colostrum for two weeks before the trial, the rise in gut

leakiness was reduced by about 80 per cent, despite the same effort

and temperature rise.Gut disorders induced by exercise are common in athletes when the

body’s response to increased permeability is to clear the gut contents,

giving rise to symptoms such as diarrhoea to avoid toxins from gut

organisms entering the bloodstream, as these lead to heatstroke

which can result in damage to the internal organs.

Joe Beer, writer, triathlon coach remarks on the benefits of colostrum,

“I can see from personal experience that there’s de.nitely something

taking place. Probably the greatest result is the capacity to absorb

training without getting unwell or breaking down. Athletes notice that

their body is absorbing the training. This would seem to be the result

of colostrum improving the function of the gut which in turn boosts the

absorption of nutrients, which makes for better recovery.”Toby Radcliffe, professional Ironman and long course triathlete is

sponsored by Neovite and comments, “I’ve experienced improved

recovery during hard loading periods of training, which has allowed me

to achieve more in training and bounce back quicker. Most noticeable

has been an improvement in gut health , I experience much fewer

problems on running now, which means that I no longer need to plan

long run routes to include emergency toilet stops!”Neovite colostrum was provided for the trial by Colostrum

UK Ltd. To review the abstract study published visit:

http://ajpgi.physiology.org/www.neovite.com | t: 020 82 44 83 83

TOO HOT TO TROT?

Toby RadcliffeJoe Beer

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Print & online We secured many editorial features in leading consumer newspapers, magazines and websites across the sport, health & lifestyle sectors. Media outlets included: tri247.com, run247.com, sportsister.com, Single Track, 220 magazine, 220triathlete.com, Running Fitness, Running Free, tri-radar, Tennishead, Ace tennis, Cycling Weekly, Men’s Running, Women’s Running as well as many national daily newspapers and websites.

Media Coverage

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Training hard is only part of the fitness equation and without optimising recoveryyou can end up going backwards. Nik Cook profiles five products that’ll makesure your rest time is maximising your workout time!

www.220triathlon.com 93

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Immune BoostLD athletes are particularly susceptible to infections, but as Glen Davison explains, there are several easy steps you can take to stay fit and healthy

Glen Davisonis a sport and exercise scientist in physiology support, and a lecturer in exercise physiology at Aberystwyth University

A thletes and coaches have long been aware of the relationship between exercise and infection, and it’s

generally accepted that moderate amounts of exercise actually boosts your immune system and reduces the risk of infection.

This is undoubtedly a good thing. The immune system is responsible for protecting the body against disease-causing micro organisms and infections. This basically means preventing infections entering the body and dealing with those that get through, either by stopping them from spreading, eliminating cells that have been infected or by eliminating infections

altogether. Naturally, it’s important for athletes to have a strong, healthy immune system. However, research shows that endurance athletes – those engaged in regular prolonged or strenuous exercise – have a higher than normal incidence of minor infections, especially of the upper respiratory tract (URT – the nose, throat and mouth), with overtraining or training with insufficient recovery between sessions exacerbating these effects.

Prevalence of infections may rise because many components of the immune system are temporarily reduced after strenuous and/or prolonged bouts of exercise. This is known as ‘immunodepression’ – a decrease in the immune system to function optimally, which can lower our defences against infection.

When we undertake exercise, we put the body under physical stress. The physiological stress responses to exercise are normal and

serve important biological functions. However, when the stress response is excessive or prolonged – for example in endurance exercise such as long-distance triathlon – then these effects can cause immunodepression.

Endurance exercise is also associated with a depletion in carbohydrate stores, which can lead to a decrease in blood sugar levels. This can have both a direct negative effect on immune function and an indirect effect by worsening the stress responses. Dehydration may also worsen some aspects of immunity. Exercise over two hours in duration seems to be a particularly potent ‘immunodepressor’.

Exercise-induced immunodepression typically lasts between three and 72 hours, depending on the nature and frequency of the exercise. If the next training bout is commenced too soon, before the immune system has fully recovered, then the

February 2010

Endurance performance taxes theheart, lungs, muscles, mind andgut. The stress of prolongedexercise particularly in the heatcan lead to immune system

problems and a greater potentiality for

developing ‘leaky gut syndrome’ aka the‘runner’s trots’. However, recent researchsuggests that colostrum can reduce many ofthe intestinal problems associated with gutpermeability and endurance exercise. As ourarticle on page 20 indicates having un-wanted

bowel movements when training andcompeting is a problem for many athletes andfitness trainers.

Colostrum is a dairy protein that’s takenfrom milk in the first 48 hours after calving.The natural health benefits of colostrum havebeen known for thousands of years, but it’sreally only within the last decade that it’sbecome commercially available for example in

60 ultra-FIt APRIL 2011

Maximising endurance performance with Colostrum

colostrum

A gut feeling

86 February 2011 www.womensrunninguk.co.uk www.womensrunninguk.co.uk February 2011 87

ecilia Morrison is a remarkable woman. Having taken up running nine years

ago, this year she broke the UK 5K record in her age group, and also broke two world records in the 1,500m and 5,000m. Did I mention she is 70 years old?

The first time I try to contact Cecilia, her phone goes straight to voicemail. When she calls me back, her words bring a smile to my face.

‘Sorry I missed you – I was out running,’ she apologises. From a woman who has achieved so much in a pair of trainers, I wouldn’t have expected anything else.

Running is clearly something Cecilia loves – but after more than six decades without having an urge to race, what made her decide to start running at the age of 61?

‘I actually ran for about a year when I was in my mid-forties,’ she says. ‘I was teaching aerobics at the time, so I was fairly fit, and friends of my son and daughter enticed me into running a half marathon for charity. I trained as best I could and finished the race in a time of 1:39. But after that, life got in the way and the running stopped. However, that one year in my forties gave me a background knowledge of what it was like to race.’

Back on trackSurprisingly, considering her determination now, the second time Cecilia took up running – in her seventh decade – it wasn’t a conscious decision.

‘Following a serious skiing injury – when I perforated my intestine, and injured my left knee and shoulder – I had to walk on a treadmill as part of my rehab,’ she remembers. ‘However, after a time this got quite boring, so I started to run on it. My Pilates instructor suggested we both enter a five-mile race. Neither of us had run for years, but we gave it a go! That race got me hooked and I’ve just taken it from there.’

She certainly has. This year alone, she’s achieved a UK Best Performance 5K Road Race time of

22:06; and at the British Masters, in Cardiff, she took 11 seconds off the previous world record for 1,500m. The following day – with tired legs, because ‘I mashed them up the day before’ – she also broke the 5,000m track record, with a time of 22.19 (a record she then broke again eight days later in Portsmouth, with a time of 22:06). Oh yes, and then there were the European Championships, in Hungary, where she took home two gold medals, despite having to run in searing heat.

So, what do these achievements mean to her? ‘A hell of a lot!’ she laughs. ‘My successes are fantastic motivation. And I’ve worked hard for them. Throughout my life I’ve played lots of sports, and I’ve been good at them, but I’ve never been remarkable at anything before. I’ve never excelled at anything as much as I have with running, so my achievements mean so much.’

Staying trimSuccess isn’t the only thing that keeps Cecilia in her trainers. One of her reasons for keeping running is much the same as yours and mine might be. ‘I wouldn’t want to give up – not just because I enjoy it, but also because I don’t want to get fat and flabby!’

Fat and flabby is something she certainly is not. And with the training she does, it’s something

Cecilia in record-breaking form during the 1,500m at the British Masters, in Cardiff

Cecilia is sponsored by Neovite. For more information, visit www.neovite.com

Moreinfo

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that’s unlikely to happen any time soon.

‘I do “block” training – I don’t race all year round,’ she reveals. ‘Winter is all about what I call “base” miles, to maintain my fitness. It’s all about getting the miles in. Then once a week I’ll do a tempo run, so my legs don’t forget they can run fast! My first track race of the year will be in April, so by the end of March I’ll be upping my speed intervals. I don’t race much in winter – just a 5K once a month in Hyde Park. I don’t do much until track season starts.’

Fuelling properly is an important part of Cecilia’s routine. ‘I avoid sugar, make sure I eat my five fruit and veg a day, and eat plenty of foods that contain omega 3, 6 and 9, such as seeds and oily fish,’ she says. She’s also taken the supplement, Neovite, for the past four years. ‘I feel this has enabled me to maintain my muscle strength, and has also helped to reduce my IBS symptoms, which I used to suffer with badly.’

Whatever she’s doing, it’s obviously working. Over the past five years, her race times have got progressively quicker. She is a testament to the fact that, as you get older, there’s no reason to stop doing what you love – running.

‘I’ve never excelled at anything as much as I have with running, so my achievements mean so much to me’

Want to take up running? CeCilia has this adviCe…‘Start by running for a minute, then walking for two – even three. As you gain confidence, decrease the walking time. Don’t be put off by getting out of breath – that’s what it’s all about!

‘Lots of new runners worry about what others think of them. Don’t! Often other people are so caught up in their own thoughts, they won’t have noticed you. And even if they do laugh, let them. Feel superior. They are having to walk. You’re running!’

Running in lateR life is not to be sniffed at.

ClaiRe ChambeRlain meets woRld-ReCoRd holdeR

CeCilia moRRison, who pRoves age Really is just a numbeR…

GettinG better

not older

InspIratIonalrunner

Olympic ThOughTsFaT Burning: Thinking beyond Calories

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Brand Ambassadors During our PR engagement we arranged and co-ordinated media interviews for many of Neovite’s brand ambassadors including:

• Julia Shaw, multiple British Time-Trial Champion and national record breaking cyclist

• Cecilia Morrison, British record holding age-group runner and European 5 & 10k champion

• Gustav Erik Larsson, Olympic and World Time-Trial silver medal cyclist

• Sharon Gayter, top ultra-marathon runner, Land’s End to John O’Groats record breaker

• Chris Hopkinson, Britain’s first Race across America cycling success

• Nathan Cleverley, undefeated light heavyweight boxing prospect

• Elena Baltacha – British No.1 tennis player and world Top 40 player

• Scott Neyedli - International Ironman winner / podium finisher & 3 times Scottish National Triathlete Champion

• Germain Burton - U16 National Youth Road Circuit Champion and U16 National Champion

• Peter Norfolk - World No 1 quad wheelchair singles tennis player.

Athlete Sponsorship

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The Welsh Triathlon Association Sponsorship

2011 squads Talent – Proven Performers Non Stanford, Eli Thorogood, Alex Matchet, Iestyn Harrett, Josh Harris, Morgan Davies, Liam Lloyd, Megan Withers, Zoe Thomas

Development - Potential Performers Craig Thomas, Owain James, Kieran John, Ieuan Cooke, Liam Bradley, Deri Stewart, Michael Lewis, Ffion-Haf Harrett, Caitlin Thompson

2011 races

• 27th Feb – SW Duathlon Castle Combe

• 27th Mar – National Duathlon Champs – nr L’boro

• 17th Apr – Welsh Duathlon Champs –Newport

• 22nd May – Strathclyde Tri – GB Super Series (Euro Qualifier)

• 5th Jun – Blenheim Tri – GB Super Series

• 3rd Jul – Porthcawl – GB Super Series

• 17th Jul – Ecternacht, Lux (World qualifier)

• 6/7th Aug – National Aquathlon – GB Super Series

• 4th Sep – Inter Regional Champs, nr Middleborough

Training Camps

• 23-27th Feb – Atlantic College

• 23-30th Apr – National Sports Centre / Mallorca

• 7-12th Aug – Aldershot / Atlantic College

Plus Academy training days in March, May, July and August 2011.

• fight infection and support the immune system

• speed healing and recovery of damaged tissues

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Stakeholder Management

Our activities included liaising with a range of stakeholders including: Research scientists from top UK universitiesDr Glen Davison, University of Aberystwyth, Dr Ara Kanekanian, University of Wales Institute CardiffDr Justin Roberts, University of Hertfordshire Dr Graeme Close, John Moores University, Liverpool Dr Gary Coulton, St George’s Medical School, University of London

Recognised experts in sports science and sports nutrition– Joe Beer, Mark Kleanthous and Phil Jarvis - triathlon coaches – Matt Lovell (rugby) and Nigel Mitchell (cycling) - elite sports nutritionists – Mike Antoniades, Sport Dimensions -

soccer sprint coach and injury rehab specialist – Hannah Reynolds - coaching editor Cycling Weekly – Ray Klerck - former fitness editor, Men’s Health Magazine

On the winning side with National Governing Bodies and Premiership teams– British Cycling - Beijing Olympic squad – Welsh and English national rugby teams – England rugby Sevens – London Wasps and Sale Sharks premiership winning rugby clubs – Greek national soccer team - 2004 European champions

“I haven’t been ill since using neovite. For 8 years, it’s been the first thing

I take when I wake up. To be fit and well is the most important thing for an athlete.”

Phil GreeningProfessional rugby player and coach. Former Wasps and England player.

Colostrum: the expertsHear what scientists and users are saying about colostrum. Watch independent

interviews on www.youtube.com/user/frogleapvideo or for a free DVD call

0800 24 25 123 or 0208 244 8383 or email your address to dvd@neovite.com

“Studies have shown that neovite is extremely effective in protecting the gut.

It stops gut permeability which occurs during intensive exercise.”

Prof.Ray PlayfordResearch Gastroenterologist. Fellow of Royal Colleges of Physicians and of Pathologists.

“I smashed British and World 1500 and 5000 metre records since I started neovite.

I very rarely get a cold now, so I can train without interruption.”

Cecilia MorrisonWorld and National Record Breaking Veteran Middle Distance Runner.

“With neovite I’ve been able to shed fat without losing muscle mass. I train

effectively because the recovery between sessions is fantastic.”

Phil JarvisTriathlete and Time Trialist. GB World Championship Age Group Squad.

“Neovite is a very useful recovery tool for people training hard or at the top of their

age group or when competing in hot conditions. ”

Joe BeerTriathlete, Coach and Writer. Regular contributor to 220Triathlon.

“Neovite allows me to keep competing as I get older. At 50, I finished the same

Ironman 11 seconds faster than I did 23 years before.”

Mark KleanthousIronman Competitor and Coach. More than 400 triathlons over 27 years.

“Research has shown that people taking neovite have lower risk of getting

respiratory illnesses such as coughs and colds with negative effects on training.”

Dr Glen DavisonSports Immunologist. Accredited Researcher, British Association of Sport and Exercise Science (BASES).

LIVE STRONGERLIVE LONGERNeovite’s clinical trial with cyclists demonstrated improved immune markersafter intense exercise and was publishedin The British Journal of Nutrition.

‘In our runners trial, Neovite showed reduced exercise-induced gut dysfunction.The scientific study was published in The American Journal of Physiology.

Join our growing band of successful competitors:UK tennis number one Elena Baltacha.Runner Cecilia Morrison, veteran WorldRecord Holder at 1500 and 5000 metres. National triathlon champions Emma-Kate Lidbury and Scott Neyedli.

Gustav Erik Larsson, cycling time trial silver medallist, Beijing Olympics. Teen sensation Germain Burton, National Under-16 Time Trial Champion.

www.neovite.comwww.facebook.com/neovitetwitter.com/@neoviteUK advice line: 0800 24 25 123

NEOVITE COLOSTRUM the perfect dairy food for athletes

Sport may challenge the spirit, cleanse the mind and toughen the body but moderate it isn't. It can be hard to increase your training load or to prepare for an upcoming competition.Too much enthusiasm can lead to overtraining –work outweighs rest and your body can’t complete its recovery.

Athletes are preventing overtraining stresses with a traditional dairy food that keeps

their bodies in harmony and they’re getting the competition results to show for it.

Neovite is surplus colostrum, milk collected in the firsthours after calving and is an exceptional source of nutrition. Colostrum is rich in bioactive protective agents,antibodies and repair factors.

Live stronger, live longerHealthSpeed Power

FREE personal invitation to join the neovitecommunity NOW. Simply send us an email tojoin@neovite.com

www.neovite.comwww.facebook.com/neovite.colostrumtwitter.com/@neovite

Orderline / enquiries: +44 (0)20 82 44 83 83UK advice line: 0800 24 25 123We will not sell, distribute or lease your personal information to third parties unless

we have your permission or are required by law to do so. We will only use your

personal information to send you bulletins, newsletters and promotional information

about our products, related products and news and developments we think you may

find interesting in the fields of health, nutrition, fitness and sports.

is an exceptional natural food that contains valuable immune and growth factors. It has been prized by farmers for thousands of years.

TOBY RADCLIFFEMAURICE BURTON

ELENA BALTACHA

CECILIA MORRISONGUSTAV ERIK LARSSON

PHIL GREENING

Performance

surplus milk from the first hours after calving. Colostrum

Neovite is a dairy protein powder made from colostrum,

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Consumer & Trade ShowsWe provided press office services at the following shows:

• The London Triathlon Show

• The Running Show

• The TCR Show

Our other PR activities included:

• Media packs

• ‘Selling-in’ news items to key consumer, sports, health, nutrition and lifestyle print media

• Social media strategy

• Co-ordination of sales promotions and advertorials

• Management of corporate partnerships with key NGB’s

• Filming, editing and distribution of athlete testimonials

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Content Generation

Elena Baltacha at the US Open http://www.youtube.com/watch?v=MVN_SVb1SGI

Emma Kate-Lidbury Neovite ironman testimonial http://www.youtube.com/watch?v=90zivZUO7Zk&feature

Phil Jarvis Team Neovite London Triathlon Show http://www.youtube.com/watch?v=yuvbUmwNaG8&featu

Phil Greening (rugby coach) on Neovite http://www.youtube.com/watch?v=LzQ7uKEHVLQ

Joe Beer, triathlon coach and writer http://www.youtube.com/watch?v=NzkYEum5EFM

Cecilia Morrison http://www.youtube.com/watch?v=YN4rqcyEgEc

Phil Jarvis, triathlete and coach http://www.youtube.com/watch?v=dVVjAwqQkdY

Rob Creasey, running coach for British Athletics http://www.youtube.com/watch?v=L-sY5T4qPb0

Germain Burton, British Cycling elite rider http://www.youtube.com/watch?v=NLUSfVSSRHI

Our deliverables included:

• Filming & editing,

• Scripting

• Distribution of content across social media and key online sports and lifestyle media

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Our Media partnerships included creating:

• Adverts

• Advertorials

• Editorials

• Competitions

• Sampling campaigns

• Sales promotions

Media Partnerships

Neovite sponsors Ironman Hawaii World Champion, 25-29 age group Louise Collins.

Recent published studies have shown colostrum can dramatically reduce exercise induced gut disorders. UK leading brand Neovite has continued its support of elite triathletes by sponsoring 25-29 age group Ironman Hawaii World Champion and 220 magazine age group female athlete of 2010 Louise Collins.

Louise Collins has been competing in triathlon and Ironman for the past four years and has been using Neovite throughout her winter training period. Louise comments: “As an elite athlete combining working full time with twenty-five hours of training a week, as well as eating healthily, I am always looking for products that can help me remain injury and illness free. I have suffered in the past with glandular fever when I was a rower, so Neovite has helped me to keep my health consistent in my winter training blocks and has prevented me from getting those annoying coughs and colds.”

Louise goes on the say: “I have already noticed some differences in my training, throughout the winter months, where the combination of forty hours a week of work and twenty-five hours a week of training puts a lot of stress on your body. Neovite has helped as certainly there have been times in the past few months, where I think a year I would have had to start missing sessions. In the past year I have not had any coughs or colds and have not missed any sessions from my training plan.

Louise also comments: “In the last couple of months of taking Neovite I have been able to keep my whole diet very clean because I have not got to the point where I am craving sugar and cafeen and those types of things. Neovite has helped me combine training sessions as at the end of each session I am not completed wiped out. The next morning I am still able to get up and train again and be consistent day in day out and week in and

week out, and being consistent gets you round long course triathlon as that is the concept of the race.”

John Rolfs, Managing Director of Colostrum UK Ltd, the Neovite brand owners, comments: “Exercise induced gut disorders are common in triathlon, the popular description is “runner’s trots”. When the body’s response to increased permeability is to clear the gut contents, giving rise to symptoms such as diarrhoea to avoid toxins from gut organisms entering the bloodstream, as these lead to heatstroke which can result in damage to the internal organs. Our latest study gives us the medical science to improve endurance performance and heat stress tolerance.”

To review Louise Collins full video testimonial see http://www.youtube.com/watch?v=s7Xdk9eaxBU

To hear Louise Collins interviewed by Julia Armstrong see http://www.juliaarmstrong.com/index.php?id=797

You can follow Louise on twitter @LouKCollins

For further Neovite testimonials see- http://www.youtube.com/results?search_query=neovite&aq=f

*Colostrum is the first milk from cows in the 48 hours after calving and contains essential nutrients, vitamins, minerals and amino acids.

Neovite colostrum was provided for the trial by Colostrum UK Ltd. To review the abstract study published visit: http://ajpgi.physiology.org/

To receive some free neovite samples to try out please contact Henman Communications on + 44 (0)7810 448782 or email: info@henmancom.com

www.neovite.com | t: 020 82 44 83 83

TOO HOT TO TROT?

Lou Collins

British scientists investigating natural ways to enhance athletic performance have had their latest study published in the American Journal of Physiology, providing evidence that Neovite colostrum* can massively reduce gut permeability, commonly known as ‘leaky gut syndrome’, brought about when exercise raises core temperature.

A research group led by Ray Playford, Professor of Medicine at Barts and The London School of Medicine and Dentistry looked at athletes who were asked to run for 20 minutes at 80 per cent of their aerobic maximum. At the end of the exercise, changes in the subjects gut leakiness were measured using urine sample, also determined were changes in the athletes’ core temperature. Under standard conditions, gut leakiness had increased by 250 per cent and temperature had risen by 2 degrees. However, when the group were given a drink of dairy Neovite colostrum for two weeks before the trial, the rise in gut leakiness was reduced by about 80 per cent, despite the same effort and temperature rise.

Gut disorders induced by exercise are common in athletes when the body’s response to increased permeability is to clear the gut contents, giving rise to symptoms such as diarrhoea to avoid toxins from gut organisms entering the bloodstream, as these lead to heatstroke which can result in damage to the internal organs.

Joe Beer, writer, triathlon coach remarks on the benefits of colostrum, “I can see from personal experience that there’s de.nitely something taking place. Probably the greatest result is the capacity to absorb training without getting unwell or breaking down. Athletes notice that their body is absorbing the training. This would seem to be the result of colostrum improving the function of the gut which in turn boosts the absorption of nutrients, which makes for better recovery.”

Toby Radcliffe, professional Ironman and long course triathlete is sponsored by Neovite and comments, “I’ve experienced improved recovery during hard loading periods of training, which has allowed me to achieve more in training and bounce back quicker. Most noticeable has been an improvement in gut health , I experience much fewer problems on running now, which means that I no longer need to plan long run routes to include emergency toilet stops!”

Neovite colostrum was provided for the trial by Colostrum UK Ltd. To review the abstract study published visit: http://ajpgi.physiology.org/

www.neovite.com | t: 020 82 44 83 83

TOO HOT TO TROT?

Toby RadcliffeJoe Beer

36 n running free

the science behind colostrum

go the distance with the nsPcc’s marathon teamWe would love it if you could join

the NSPCC’s teamGO for the Virgin London Marathon 2011.

We need your spirit, passion and determination to help us raise over £1 million. This money will help our vital ChildLine service. ChildLine is the UK’s free, confidential helpline for children and young people. Trained volunteers are on hand to provide advice and support, by phone and online, 24 hours a day.

The Virgin London Marathon is a tough but incredible challenge. We will support you every step of the way. You will receive dedicated training support from Olympic athlete and Commonwealth Games medal winner, Liz Yelling. You can record every step of your training in your free diary, and teamGO’s training plans will help you get in shape for one of the biggest days of your life. And don’t worry, when that day comes, we’ll be there, cheering our lungs out.

Once you reach that finish line the teamGO after race party can offer you some well-deserved refreshments and a great massage. Just what you need after

26.2 miles. Paul Day, one of teamGO’s 600 members, ran the marathon with the team in 2010. He said: “The marathon is one of life’s must do’s. The thought that you are raising money for children that have been abused really drives you forward. And everyone at teamGO was great. The after race party was a lifesaver. I never thought a massage would have felt so good!”

So if you have your own place in the Virgin London Marathon 2011, join the NSPCC’s teamGO today and make a massive difference to the lives of vulnerable children. To register or for more information contact gorunning@nspcc.org.uk or call 020 7825 2621.

Registered charity numbers 216401 and SC037717.

Exercise induced gut disorders are common in runners. Runner’s trots is a popular description, but as well as

diarrhoea, cramps and nausea symptoms this problem can also spoil your performance. Medical researchers at Queen Mary’s Medical School in London and sports scientists at Aberystwyth University have joined forces to investigate the cause and the remedy.

A group of 12 athletes were asked to run for 20 minutes at 80 percent of their aerobic maximum. At the end of their run they drank a solution of complex sugars with molecules normally too large to be digested through a healthy gut wall. To the extent that these do enter the bloodstream they can be collected in urine in the following hours to measure the increase in gut permeability. Each candidate’s core temperature was taken. After 20 minutes their core temperatures rose by two degrees and their gut permeability increased by 250 percent. When the group were given a drink of dairy colostrum for two weeks before the trial their permeability increase was

reduced to just 40 percent despite the same effort and temperature rise.

Laboratory studies identified the changes in gut barrier function. Gut cells were cultured at normal 37 degrees body heat and also at 39 degrees to replicate the temperature after exercise. The death rate of gut cells was much increased at the higher temperature. When colostrum was added to the culture medium this rise in cell death rate was reduced by two thirds.

The body’s response to increased permeability is to clear the gut contents to avoid toxins from gut organisms entering the bloodstream as these lead to heat stroke, where our internal organs suffer damage.

Last year, Neovite sponsored veteran runner, world record holder Cecilia Morrison took two European gold medals in Hungary despite 36 degree ambient temperatures and high humidity. Cecilia reports fewer heat stress symptoms since starting colostrum four years ago.

For more visit www.neovite.com.

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competitionsFree goodies up for grabs – enter at www.runningfreemag.co.uk

Audéo Perfect Fit Bass Earphones offer enhanced bass output while retaining excellent sound quality. They block out unwanted background noise by up to 23 decibels, and they’re the ideal accessory for listening to music when you’re out running. The Audéo range has received some excellent recent reviews from tech magazines, including a 5-star rating from Stuff magazine. The earphones are fitted with specially designed, in-built filters that ‘tune’ sound waves to boost low frequencies and provide cleaner bass tones. They’re really comfortable, with three sets of interchangeable, silicone ear pieces - each designed to sit comfortably in the ear, even after hours of use. Audéo Perfect Fit Bass Earphones are available in black from www.audeoworld.com, at £85, with a microphone, and £68, without. They are compatible with all standard MP3 players, iPod and iPhone models with a 3.5mm stereo jack.n Enter at www.runningfreemag.co.uk

3 sets of Audeo BAss, totAl prize vAlue £250

3 X Bionic BAnds

2 X plAces on A running weekend with Alpine oAsis!

6 X one hour trAining sessions with the running school® worth £40 per

session plus free lucozAde food pAcks And drink Bottle

16 BAgs of neovite vAlued At £400!

There is no purchase necessary to enter these competitions. Employees of Standfirst Media Ltd, NeoVite, The Running School, Phonak, Alpine Oasis, Bionic Band Distribution, and employees thereof are not eligible to enter these competitions. The winners will be picked at random from the correct entries received by the closing date. No correspondence will be entered into regarding this competition. There is no cash alternative to the prize.

closing dAte: decemBer 31st 2010don’t miss it! now you can enter all of our competitions online at: www.runningfreemag.co.uk. visit the website after the closing date to see if you’ve won.

Last month we told you about our fantastic Alpine Oasis competition – but we apologise as due to a printer error it wasn’t clear where to enter! So, we’re giving you another chance to win. You choose from training camps in the Lake District, Peak District and North Yorkshire. Worth £300 per person, the prize includes bed, breakfast, evening meal, expert advice and runs. Visit www.alpineoasis.com for more information.n Enter at www.runningfreemag.co.uk

The Running School® has developed a series of training protocols which can teach anyone how to run efficiently in six hours! The team analyses your biomechanics and your running style to identify inefficiencies and weaknesses, and the possible causes of injury. There are five Running School modules designed for: recreational athletes; kids; multi-directional speed; walking; and wellness. To help the winners stay fuelled and hydrated, Lucozade Sport would also like to offer a Runners’ Training Pack designed by Liz Yelling, with a selection of gels, bars, drinks, tubs and beans, plus a 500ml drinks bottle. Visit www.lucozadeshop.com and www.runningschool.co.uk for more information or tel 020 8563 0007.n Enter at www.runningfreemag.co.uk

You can run faster and stay healthy with Britain’s best-selling colostrum. Nevoite is 100 percent colostrum, the milk from cows used to feed baby calves in the first few days of life. It’s claimed to help boost the immune system, recovery and muscle repair. Want proof it works? Ask 1500m and 5000m LV70 record breaker and European Gold Medalist, Cecilia Morrison. Worth £25 per pack, for more visit, www.neovite.com or call 0800 24 25 123.n Enter at www.runningfreemag.co.uk

Athletes from fun runners to world champions are using the Bionic Band to improve their sporting performance. A revolutionary technology improves strength, balance, stability and ultimately performance. Visit www.bionicbanduk.com for more information.n Enter at www.runningfreemag.co.uk

100% colostrum.Active nutrition.

neovite.com / 0800 24 25 123

Run faster and stay healthy with Britain’s best selling colostrum.

Just ask World 1500 and 5000 LV70 record breaker and European Gold Medalist, Cecilia Morrison

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This document and the concepts within it are the property of Henman Communications Limited.

Copyright is reserved by them. It is issued on the condition that the document is not copied, reproduced, retained or disclosed to any unauthorized person, either wholly or in part, without the written consent of Henman Communications Limited.

While the information is believed to be accurate, any and all liability for representations, express or implied, contained in or omitted from, this document or for any other written or oral communications transmitted to any interested party in the course of evaluation of the proposal outlined herein is expressly excluded.The recipient, in consideration for receiving this document, hereby agrees to keep permanently confidential all information contained herein or otherwise

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