inov-8 is set to get a grip on the training footwear market following the appointment of top crossfitter Fran Calvert.
Fran, a regular competitor at the CrossFit Games Regionals, will head up inov-8’s functional fitness and training category. She will have a sharp focus on ensuring the brand hold number-one status amongst hardcore athletes in the sector.
inov-8 has been synonymous with functional fitness since 2009, when a new breed of athletes calling themselves crossfitters discovered the brand’s F-LITE 230 shoe.
“The F-LITE 230 was originally designed as a lightweight racing flat for mountain runners but, as it turned out, was also ideal for athletes doing workouts that included things like box jumps and rope climbs,” said inov-8 Product & Marketing Director Michael Price.
“Sales of the F-LITE 230 rocketed and over the coming years our business enjoyed huge international growth. As the original brand of the sport, we have remained true to our roots and continue to provide athletes with lightweight, agile, innovative footwear that delivers best grip.
“Moving forward, Fran will use both her vast knowledge of the sport and contacts within the communities to lead exciting new marketing campaigns and also assist in the development of training footwear. It’s a huge coup to have someone of her standing join the brand.”
Fran has been an active crossfitter and part of the community for six years. In that time she has competed at the CrossFit Games Meridian Regionals on several occasions, both as an individual and as part of a team.
She arrives at inov-8 with a wealth of experience in the sports industry having worked in sports nutrition, held the role of Communications Manager for British Weight Lifting, and coached at some of the best UK boxes.
Fran, who will be based out of the UK but regularly travel to the US, said: “inov-8 has played a part in my competitive career for many years and my first-ever weightlifting shoe was the brand’s FASTLIFT 325. To be able to join the team is such an exciting opportunity and I can’t wait to get started.”
The appointment of Fran comes a month before inov-8 make the biggest product launch in their 15-year history. This June will see the unveiling of the new G-SERIES range, with inov-8 becoming the first brand in the world to use wonder-material graphene in sports footwear. The shoes’ graphene enhanced rubber will deliver the world’s toughest grip. Read more here: www.inov-8.com/graphene-press-release