Life Time Events and Rudy Project Reveal Customized Cycling Helmet Designs Based on Life Time’s Notable Off-Road Cycling Events

March 2, 2021

Exclusive helmets are the first in Life Time Events’ new licensing agreement endeavors

BOULDER, Colo., March 2, 2021 — Participants of Life Time’s iconic cycling events will now be able to purchase more high-end branded equipment than ever before as part a new multi-year licensing agreement between Life Time and Rudy Project. The two brands will jointly offer a new, curated selection of cycling helmets that represent four off-road cycling races that Rudy Project is sponsoring in 2021 – Garmin UNBOUND Gravel,Stages Cycling Leadville Trail 100 MTB, Chequamegon MTB Festival and Lutsen 99er cycling events.

“For years our athletes have asked us for more branded products so they can proudly share their accomplishments with other cyclists,” said Kimo Seymour, President of Events and Media at Life Time. “The superior craftsmanship of Rudy Project’s products combined with these unique designs makes for the ultimate cool factor. We’re also excited about this partnership because it’s the first step in a promising future of licensing collaborations with other top-tier brands for our company.”

Johnny Vu, Event Sales Director at Rudy Project, added, “We’re thrilled to launch these exclusive helmet editions for Lifetime and can’t wait to receive athlete feedback. We enjoyed the challenge of working with Life Time to identify and extract the character of each of the four races and to incorporate them into each of the respective designs.

 The helmets are available for purchase at https://www.rudyprojectna.com/collections/road-mountain-helmets and are offered in two sizes per design.

Life Time continues to monitor evolving COVID-19 happenings for potential impact on its 2021 race season. To learn more about Life Time Athletic Events, visit www.lifetime.life/athleticevents.

About Life Time^® – Healthy Way of Life

As a wellness pioneer, Life Time is reshaping the way consumers approach their health by integrating where we move, work and live – digitally and physically – all with the primary objective of helping people lead healthy, happy lives. With more than 150 destinations in 41 major markets across the U.S. and Canada, Life Time operates luxury  athletic resorts, owns and produces iconic  athletic events  and is expanding its brand though  Life Time Work  premium coworking spaces and  Life Time Living  high-end leased residences. For more information visit www.lifetime.life

About Rudy Project

Founded in Treviso, Italy in 1985, Rudy Project is a global leader in developing and manufacturing eyewear, hi-tech prescription solutions, helmets and sports gear. Driven by the pursuit of excellence, the Rudy Project collection elevates the performance of athletes at every level with products that masterfully blend cutting-edge technology, aesthetically sculpted design, Italian styling and attention to detail. The end result is a collection of products that elevate athlete’s safety, comfort and, above all, performance in any field of play.

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