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UK’s Fittest Man 2020 Announces Partnership with G-Shock

WhatsApp Image 2020 06 09 at 19.44.04

Casio have today announced Zack George as the official brand ambassador of G-SHOCK’s GBD-H1000, the brands first-ever watch equipped with a heart rate monitor. 

Sharing values of resilience, toughness and innovation, G-SHOCK and Zack George unite in 2020 to create an authentic and inspiring partnership.

“I have been a fan of G-SHOCK for years and currently have a selection in constant rotation because I know I can rely on them to perform.

G-SHOCK is one of the only watches I know that can stand-up to the constant wear and tear of two workouts a day, every day and still look great even with a few scuffs and scratches.

I have been using G-SHOCK to time my workouts for years, but the GBD-H1000 now allows me to track my heart rate, the distance of my outdoor runs and my training load, so I know when I need to dial-it-back and when I can push for a PB.

Becoming a part of the G-SHOCK family is a huge moment for me and the sport of CrossFit. Seeing more brands look to athletes like myself and the discipline of CrossFit as a captive market is a hugely exciting development and I am proud to be leading from the front.”

Joining G-SHOCK as an official brand ambassador, Zack George will partner with the brand to promote the GBD-H1000, using the innovative timepiece as part of his rigorous and daily training routine.

Packed with five-sensor functions, the GBD-H1000 watch is an ideal workout companion. An optical sensor measures heart rate by detecting the blood flow under the skin, a triple sensor measures altitude/barometric pressure, compass bearing, and temperature, and an acceleration sensor measures step count and distance travelled.

“We are delighted to announce Zack as the new face of the G-SHOCK Sport collection in the UK. He perfectly embodies the Never Give Up spirit of G-SHOCK and his dedication and success within the CrossFit world makes him the perfect ambassador.” Jen Kelly, G-SHOCK Senior Brand Manager.

The watch also comes with GPS functionality that acquires location information. By analysing the measured data, the watch can display an indicator of cardiorespiratory capacity.

By connecting the watch with a dedicated app on a smartphone, the user can manage measurement data history such as calories burned and logged travel.

The GBD-H1000 is available to buy now from and the G-SHOCK Flagship store, Carnaby Street, London.

About Zack George
Zack George (aka ‘Silverback’) is one of the world’s top CrossFit athletes, a fitness influencer and officially the UK’s Fittest Man 2020.

Born and raised in Leicester UK, Zack George’s story is one of dramatic change, resilience and hard work. As a child and early teenager, Zack was severely overweight and deeply unhappy in his body.

It was his father’s offer of a Playstation to lose some weight that became the catalyst for change in Zack’s life. After realising what he could achieve with hard work and determination, Zack put his mind to accomplishing greater challenges.

In 2013, Zack came across a YouTube video documenting the 2013 CrossFit Games and from that moment on, set himself the goal of making it as an individual athlete to the CrossFit Games. In 2015, Zack opened CrossFit BFG in Leicester and began to seriously focus on his training to become a CrossFit Games contender.

Zack qualified for the European CrossFit Regionals in 2018 and has gone on to achieve first place in the UK CrossFit Open 2020, earning himself a place at the coveted CrossFit Games 2020 (to now take place in 2021).

Built from a mission by creator Mr. Ibe to create the unbreakable watch, G-SHOCK is the watch that stunned the world with a concept for toughness that defied conventional watchmaking logic. G-SHOCK creates technologically advanced watches that can resist gravity, freezing temperatures, high water pressure and magnetic fields, watches built to last forever through a constant pursuit of toughness.

Launched in 1983, G-SHOCK celebrated its 35th Anniversary in 2018 and its watches have sold over 100 million in over 100 countries during that time.

Alongside its classic offering, G-SHOCK launched its Premium range in 2011. The G-SHOCK Premium collection uses the highest standards of engineering and rigorous testing at its design centre in Yamagata, Japan, to ensure that every piece remains true to the original concept, whilst a combination of fine materials and styling deliver the ultimate in luxury timepieces. / @gshock_uk