Esports body sprints on with fitness partnership

A gaming organisation says it is fit for future success after landing a sports science partnership.

British Esports is working with Cellular Fitness.

Officials say the deal will see the athletic operator become the official fitness, hydration and recovery partner of Sunderland-headquartered British Esports.

They add the organisations have signed a memorandum of understanding to give British Esports’ team players “the education, training and sports science they need to perform at their best in elite esports competition”.

The alliance will also help develop training programmes for esports athletes globally, run trials to boost performance data and deliver webinars and events focused on areas including brain fitness, recovery and travel and sleep.

Chester King, president of British Esports – which runs the Wearside-based National Esports Performance Campus – said: “It’s vital for esports players to compete at optimal levels in order to fulfil their potential.

“By offering training programmes, trials and health tracking, we can provide an insight into esports players’ physical and cognitive development, better support them and better understand performance.”

John Kelleher, Cellular Fitness founder and chief executive, added: “Our protocols are trusted by world-class athletes across football, rugby, cycling and boxing, so we’re excited to work with British Esports to explore what they can offer elite esports athletes.”

British Esports was last year backed to create the Gaming and Esports Arena in Sunderland, which bosses at the time said would operate as “the St George’s Park for esports” and hothouse players for tournaments including the Esports World Cup and Olympic Esports Games.

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