Corporate & personal brand
Zef Eisenberg
We repositioned a record-breaking entrepreneur — grounding his motorsport comeback in a leadership narrative that landed the FT's My First Million, BBC News, ITV News and Sky News.
A British entrepreneur, founder of Maximuscle, and multiple land-speed world record holder whose motorsport comeback became the backdrop to a remarkable business re-entry.
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The brief
Appointed in 2017, Bridgehead was tasked with supporting Zef's return to the business world following the expiry of his non-compete agreements — positioning him for Non-Executive Directorships and motivational speaking by reframing his recovery from a major racing accident as a leadership story.
What they needed
Re-establish Zef's profile within the business community.
Pursue Non-Executive Directorship opportunities.
Secure motivational speaking engagements.
Reframe recovery from a racing accident as a leadership narrative.
Align media exposure with key moments in the motorsport calendar.
The approach
A messaging framework linking Zef's entrepreneurial track record with his motorsport career and recovery from serious injury — placed where it would reach investors, boards and corporate audiences.
On-site at Pendine Sands
We coordinated broadcast media access during Zef's land speed record attempts at Pendine Sands, providing BBC, ITV and Sky with the footage and interviews needed for major national news packages.
Business press targeting
Targeting the Enterprise Editor of The Sunday Times and the FT's My First Million series positioned Zef's story with the audiences relevant to board roles and advisory work.
Media training
We provided media training to ensure consistent communication of key messages across broadcast and print — whether a live camera at a race or an FT journalist over lunch.
The results
articles and broadcasts
estimated readers and viewers
social shares
Coverage over time
Coverage tracked key race events at Pendine Sands, peaking with broadcast media days during record attempts (representative split; 32 pieces, 2017–18).
The coverage
2.4M subscribers
My First Million
Maximuscle founder Zef Eisenberg on protein shakes, racing crashes and his £162m sale
Financial Times · 2018
35M+ monthly readers
News
Maximuscle founder smashes land speed record at Pendine Sands
BBC News · 2019
22M+ monthly viewers
Sport
Zef Eisenberg is back in the saddle — one year on from horror crash
ITV News · September 2017
The breakthrough
On-site broadcast coordination at Pendine Sands — three national broadcasters in a single day.
By coordinating media access during the land speed record attempt, we gave BBC News, ITV News and Sky News the footage and interviews needed for major news packages. Zef's story became a national news moment, not just a business profile.
Seen in
The impact
Re-established Zef's visibility within the business community.
National broadcast coverage reaching an estimated 3.18 million viewers and readers.
Long-form FT profile and Sunday Times interview supporting board-level positioning.
Strengthened personal leadership narrative linking motorsport and entrepreneurship.
The outcome
32 pieces, 3.18 million readers and viewers — and an entrepreneur the FT, BBC and ITV were all writing about within 18 months of appointment.
