Westlab has unveiled a marketing campaign to coincide with major race events across the UK. The bath salts brand is set to promote the importance of recovery to runners to events within the AJ Bell Great Run Series.  

The brand will give away 150,000 samples of its Epsom Bath Salts to participants via the Great Run finisher packs, including at the AJ Bell Great Birmingham, AJ Bell Great Manchester and AJ Bell Great North Runs. 

Alongside the sampling, Westlab will elevate its presence with bold activations, helping to bring the brand to life and educate runners, spectators and the public on the benefits of balt salts for recovery.  

The campaign aligns with Westlab’s wider strategy to help educate consumers and position the brand’s offering as a functional essential, not just an occasional treat.  

Sean Daly, CEO at Westlab, says: “Recovery sits at the core of everything we do as a brand. 

“We believe it should be simple, accessible and effective, an essential part of every runner’s routine – not an afterthought. 

“That’s why initiatives like this are such a natural fit for us, allowing us to support runners at a moment when recovery matters most. 

“With participation in running continuing to grow, we see a clear opportunity to meet consumers at these high-impact moments. 

“At the heart of the brand is a focus on post-exercise recovery, an area Westlab identifies as a growing opportunity as participation in mass entry runs and recreational fitness continues to rise,” adds Daly.   

The announcement comes as race participation continues to grow every year, leading to hundreds of thousands looking for post-race recovery options to help soothe tired muscles.