PRESS RELEASE EXTREME GETS AIR AND SIGNS MVNO AGREEMENT WITH VODAFONE

London, UK, - They surf, they skate, they’re on all the right guest lists and they’re undeniably cool… and now Extreme Group, has announced it is launching ExtremeMob, the UK’s first pre-pay mobile phone service designed exclusively for the under 24’s.

An MVNO (Mobile Virtual Network Operator) on the Vodafone UK network, ExtremeMob will build on the Extreme Group’s heritage and credibility in the youth market. Understanding that communication is key to its audience, ExtremeMob is more than just about extreme sports, it’s about being an integral part of the lifestyle of under 24’s.

ExtremeMob has a distinctly different approach to the existing mobile phone networks, with a crack team from the telecoms, youth lifestyle and the extreme sports industries developing the brand. It will deliver a service with an edgy content offering that feels more like a lifestyle magazine – always fresh and relevant. A combination of stylish handsets, value for money tariffs and 24/7customer call centre will make ExtremeMob standout in the mobile sector.

The radical approach comes from 33yr old, Al Gosling, CEO and Founder of the Extreme Group. Al believes there is a gap in the market for a mobile offering geared to meet the aspirations of the youth market. The new service will initially launch online via a dedicated website, www.extrememob.com in summer 2005. Roll out across Extreme’s existing nationwide retail stores will begin this autumn.

Commenting on the new service, Al Gosling, said, “ExtremeMob will be a unique, youth-focused mobile offering. This is not about price… it’s about providing a relevant, value for money service for our customers. We totally understand the importance and future potential of mobile to the youth market. We’re going to give our customers what they want, the way they want it. This is our space, we know what works and the key to success is listening and then delivering in their language. The youth audience already embrace mobiles and advances in technology – they ‘get it’, so why treat them like they don’t?”

Nick Read, CCO of Vodafone UK, said, “Extreme is an attractive partner for Vodafone. It has a unique combination of brand, content and its own distribution channel, that are all complementary to Vodafone. We have been approached by several parties for an MVNO deal, Extreme is the only one that convinced us it has a genuinely different proposition that will add value to the mobile market”.

Philip Marnick, MD of ExtremeMob, is confident of Extreme’s entry into the mobile market, ”We have a real opportunity for long-term success by focusing on the youth market - Extreme is recognised as one of the coolest, most accessible companies out there. Our aim is to capitalise on this, build on Extreme’s unquestionable heritage and access to relevant content, and make ExtremeMob the default communication choice for youth”.

Nuff said.

- ends -

Notes to Editors

1. About ExtremeMob http://www.extrememob.com
ExtremeMob is the brand name of Extreme Mobile Limited - part of Extreme Group Limited. Extreme Mobile Ltd, has entered into an MVNO agreement with Vodafone Limited for service in the UK and is a new youth-focused MVNO targeting under 24 year olds.

2. Responsibility
As a young brand, Extreme takes an alternative approach to business and is one of the new breed of growing companies that focuses on responsibility and supports appropriate usage with its community of customers, whilst still staying exciting and irreverent.

3. About Extreme
Extreme was founded in 1995 by Al Gosling aged 24 and is a collection of businesses all with connected branding, totally ingrained into current youth culture. Extreme believes in doing things differently, offering people something new, being innovative, giving real value for money and an element of fun, while making it happen.

Extreme Group businesses include:
Extreme Sports Channel – The world’s first channel dedicated to extreme sports and lifestyle broadcast in 58 countries and 11 languages.
Extreme Entertainment - one of the leading producers/distributors of high quality, innovative content in a wide variety of genres for established and emerging platforms.
Extreme Retail – www.extremepie.com Europe’s leading extreme sport / fashion clothing online retail operation, which is now extending distribution into the high street with a chain of 18 shops.
Extreme Drinks – a range of innovative ‘soft’/energy drinks with established distribution throughout Europe and emerging markets.
Ex Events - plans, organises and stages extreme sports and music events, Events works with partners to carry their message and align their brands into grass roots association with extreme sports and music.

For more information on the Extreme Group check out www.extrememediagroup.com

To find out more about ExtremeMob keep checking www.extrememob.com

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