ToppLoppet and Other Races a Hit for Bonnier

This year marks the first ToppLoppet race – set for October 2 in Stockholm's Hagaparken. Frida Boisen, editor-in-chief for Bonniertidskrifter's health and fitness title ToppHälsa, developed the event together with Bonnier Creative. The race is one of several that Bonnier companies have developed, including the Danish i Form Kvindeløb in Denmark and Sweden, and Parenting's Fit Generation in the U.S.

"Topploppet is a race with 100 percent energy and inspiration, music, enjoyment and surprises," Boisen says. "The race is for anyone, women as well as men, running veterans and beginners. The idea is to have the world's most entertaining race, because you will actually exercise if it's fun to do." 

ToppLoppet has involved a number of different Bonnier companies.

"Bonnier Tidskrifter, Bonnierförlagen, Expressen and Bonnier AB are all involved and are sponsoring their staff by paying the enrollment fee," says Boisen. "It's a fun way to invest in your employees' health - and a way to foster connections across Bonnier company boundaries. Running a race together is an incredibly positive experience, it really creates an unbeatable 'we' feeling."

Some 2,000 participants are expected to run, jog or even just walk the race course, and a number of Swedish celebrities will be joining, generating plenty of attention from advertisers.

For Bonnier Tidskrifter magazines, a magazine lounge at the race start/finish is planned, among other things.

Those who have signed up for the race can also join in free training with race coach Caroline Kullberg in Hagaparken every Tuesday evening until the race. On Sept. 15 there will also be a VIP evening at Swedish sport retailer Intersport for magazine readers and race participants.

"I see ToppLoppet as the start of a very interesting business idea with huge potential," says Boisen. "And it's fantastic to work with someone different parts of Bonnier. Together, we're amazingly strong."