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chris lloyd

In 2011 ski enthusiast Chris Lloyd was involved in a rally car accident breaking his back, crushing his spinal cord and leaving him paralysed from the neck down. 


Having been told by doctors he would never ski again, Chris was determined to get back on his feet and three months after the accident he began to walk as part of an intensive rehabilitation programme.


Chris reinvented himself through meditation, self hypnosis and positive visualisation techniques. He was relentless in pushing his body to recover and set himself a goal of one day competing for his country at the Paralympic Games.

12 months after the crash, Chris clipped into skis again for the first time at an indoor ski centre, taking the first steps towards representing Great Britain as a Para Alpine athlete. In August 2013 he was invited to become a member of the development squad with the British Disabled Ski Team and was invited to the Winter Paralympics in Sochi in 2014, as part of the ParalympicsGB inspiration programme.


In 2018 Chris was selected to compete for his country at the Winter Paralympic Games in PyeongChang, South Korea, realising his dream.   

Holmlands were appointed by Chris in 2017 to help him share his remarkable story with the world in a bid to inspire others.


We were tasked with providing a full range of press and media management services for Chris including public relations, website build and management, logo design, social media channel management, video production and photography.


As part of our work with Chris, we also a range of secured brand partnerships and endorsement opportunities before, during and after the 2018 Winter Paralympic Games.

Widespread media coverage was achieved across the national, regional, ski, motorsport, disability and broadcast press - with highlights including feature stories and interviews with BBC News, Channel 4, Fall Line Skiing Magazine, In the Snow Magazine, Wales on Sunday, Enable Magazine, Motorsport News and more. 

Speaking engagements were also secured with the Duke of Edinburgh Awards at Buckingham Palace and Sparkle Sporting Heroes charity event in Wales - in addition to helping Chris win the Disability Sport Wales Emerging Athlete of the Year Award. 

We even obtained some words of encouragement from legendary Welsh rock band the Stereophonics, to help provide added motivation and exposure to Chris's Paralympic campaign ahead of the games - and were proud to be by the side of his family in South Korea to cheer him over the finishing line and continue to support Chris and his family with media consultancy for their ongoing sporting endeavours. 

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