JYSK supports Lauren Steadman through another golden performance

JYSK UK, the Scandinavian-owned global furniture brand that plans to deliver more than 50 stores in the country over the next five years, is celebrating the enduring winning streak of its elite Paralympian partner, Lauren Steadman.

The triathlete who also made it through to the final few in last year’s Strictly Come Dancing series, shows no sign of taking her eye off the prize as she heads for Tokyo Olympics next summer, but in the meantime the incredible Ms Steadman has nailed another Paratriathlon Championship.

It joins her wins in 2013, 2014, 2015, 2016, 2017 and 2019. JYSK has been a supporter of parasport globally for more than 30 years but the contract with Lauren Steadman is the UK’s first.

David Ashton, Country Manager for JYSK, said: “This makes Lauren SEVEN-times winner, taking her career medal totals up to 23 GOLD and 6 SILVER. I am delighted that here in the UK we have been able to play a role in supporting Lauren throughout 2019.”

Part of JYSK’s arrangement with the Paralympian was to immediately upgrade her mattress and bedding. Both Lauren and Scandinavian Sleeping and Living experts JYSK believe in the power of sleep when it comes to adding an extra edge to focus and performance.

David added: “I am sure that a GREAT night’s sleep on a JYSK mattress, whilst snuggled ina JYSK duvet and well rested on a JYSK pillow all helped! I’m very proud of her.”

Lauren Steadman will also partner JYSK UK in its new Sleep initiative alongside the JYSK Sleep Doctor, sleep specialist academic, Dr John Shaw.

Global brand JYSK has been supporting para-sport for the last 30 years.

Since 1989, the company has been a proud sponsor of parasport. It all began when the Danish Disability Sports Federation had great success at the Seoul Paralympic Games in South Korea, but lacked capital to seriously unleash the potential of athletes for the next Paralympic Games.

On June 1, 1989, JYSK became the main sponsor of the Danish Disability Sports Association - today called Parasport Denmark. It is one of Denmark's longest-standing sports sponsorships, and JYSK is proud to have been on the side-lines to support the athletes and parasport to achieve great sporting achievements over the years.

Since then, the sponsorship of parasport has been extended to several countries in line with JYSK's expansion with new stores around the world.

JYSK is currently the main sponsor of the parasport associations in Denmark and Norway, as well as sponsor of the Paralympic committees in Sweden, Finland, the Czech Republic, Slovakia and Romania. JYSK's franchise business is a sponsor in Canada, Iceland and the Faroe Islands.