Layne Norton, Doctor, Athlete and celebrity lifter joins fitness model Holly Baxter in Bangkok to lead IPF push to develop drug-free powerlifting community in Thailand
Two of the world’s leading powerlifting, fitness athletes and social media stars are leading a special showcase demonstrating the international sport of Powerlifting in Bangkok. Vivaldi Integrated Public Relations was chosen to design messaging for the newly created Thai Powerlifting Federation, and the PR firm provided high-level support for an inaugural lifting demonstration in Thailand, and inclusive of a press conference.
Layne Norton and Holly Baxter headlined a special program of fitness and nutrition coaching over April 28 and 29, followed by a VIP press day on April 30th. Fully endorsed and supported by International Powerlifting Federation (IPF), the program highlights the IPF’s commitment to developing the sport of drug-free competitive powerlifting globally, bringing this extraordinary show of strength, focus, balance and dedication to lifting to growing and increasingly enthusiastic weightlifting and fitness audiences in Thailand.
The lifting community in Thailand can at times be inclined to follow a certain previously established (or assumed) ‘template’ for what is possible in lifting; that is, that performance-enhancing drugs are necessary to achieve one’s best. Supported by the IPF, powerlifting is a sport that is 100% drug-free, and this is a key principal for anyone who competes in the sport. Vivaldi’s role was to create the positioning for the sport, and distribute it through the company’s well-established national media channels to deliver the maximum impact possible.
The event drew a large crowd of enthusiasts and newcomers, as well as sports and fitness media, with all aspect of media registration and media briefing handled by Vivaldi PR.
Australian Fitness Model and social media star Holly Baxter concluded, “We’ve had chance to go through how the squat, deadlift and bench press work and give people an idea of how the sport operates. Through the two-day seminar and practicals, we’ve been able to attract new members, giving them the chance to begin to compete at a high level in a drug-free environment. It’s not just for big people or for guys; it’s for people of all sizes and from all backgrounds. It’s exciting to be part of this growing movement for drug-free competition, and offer an amazing platform for athletes and newcomers to get involved and experience the lifestyle which in itself is positively life-changing”.
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