Fresh Events Asia picks communications agency

Fresh Events Asia, mass-participation fitness experience event organiser, has appointed GO Communications as its communications agency of record for its full 2026 season.

The expanded collaboration will see GO lead integrated PR, communications, and storytelling across Fresh Events Asia’s portfolio of flagship events, including "The music run", "REDLINE fitness games", "The sky race" and the debut of "DUA", a new homegrown duathlon celebrating Malaysia’s endurance sports community.

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The 2026 season marks Fresh Events Asia’s most ambitious year yet, with storytelling and communications placed front and centre of its growth strategy. GO Communications will shape a cohesive narrative across all four events, ensuring each retains its distinctive identity while contributing to a larger seasonal story that reflects Malaysia’s active lifestyle ecosystem.

The move formalises a proven partnership. In previous years, GO Communications successfully drove publicity for "The music run", "REDLINE fitness games", and "The sky race", elevating each into widely recognised lifestyle properties that resonate with participants and brand partners alike.

According to Jeffrey Ross, managing director of Fresh Events Asia, Go Communications has consistently demonstrated an exceptional ability to capture the spirit of its events and translate them into stories that resonates with participants, partners and the wider community. 

“With GO, we have successfully positioned our events as unique, unprecedented experiences that bring people together through shared purpose. As we enter our most exciting season yet, which includes the launch of DUA, having GO on our side allows us to tell a unified, compelling story across all our platforms,” added Ross, 

In tandem, Peter de Kretser, CEO of GO Communications, said the partnership with Fresh Events Asia has always been energising due to the shared philosophy that great events deserve great stories. 

“Being reappointed for the 2026 season allows us to take that storytelling to the next level, connecting the dots across four incredible properties and helping Fresh Events Asia realise its most ambitious vision yet,” added the CEO. 

The strengthened partnership comes as GO Communications itself enters a significant phase of growth and leadership renewal. The agency recently appointed industry veteran Andreas Vogiatzakis as non-executive chairman, bringing one of Malaysia’s most respected media leaders into the fold as GO approaches its third decade of operations.

Vogiatzakis’ appointment signals the agency’s intent to combine long-term strategic guidance with people-led leadership in an increasingly technology-driven industry.

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