Race Gets ToppHälsa New Subscribers

Photo: Will Steele

For the fourth year in a row, Bonnier Tidskrifter's health and fitness magazine ToppHälsa was a main partner for the women's race VårRuset. ToppHälsa's pink tent could be seen throughout Sweden and sales have gone better than ever, with 12 races run so far, from Malmö at the southern tip to Sundsvall in the north.

"Some 140,000 women have run the race all over the country and we've gotten a lot of new subscribers," says marketing manager, Lena Thelenius. "The VårRuset partnership is so much more than the usual campaign, to be seen like this for this target group is hard to beat."

The race isn't the only one ToppHälsa works with - on Oct. 1, the magazine has its own race: ToppLoppet.