FRONTERRA is a young, internationally orientated sports-design company in the business of transforming ordinary sports into extraordinary race experiences. Our trademark lies in creating new sports through existing sports disciplines. These new sports are characterized by significantly increased media value and wildly enriched participant experience.

Composed of a dynamic, energetic team of athletes, marketing executives and business thinkers, Fronterra is dedicated to the creation, management and marketing of this rapidly growing breed of unique and professional sports projects.

Fronterra draws its strength from the experience its team members have had in participating, conceptualizing, and executing a range of sporting tournaments and outdoor races, including Eco-Challenge 2000, Adventure Quest 2001, Singapore Merlion Rowing Championships 2002 and 2003, ErgoCraze 2004, OCBC Sports Carnival 2005 and others.

Lina Goh, Director of Events

Lina Goh has both participated in and organized several outdoor races. In 2000, she captained Asia 's first women-majority team to successfully complete the Eco-Challenge race, touted as the world's toughest adventure course. She directed Singapore 's first Adventure Quest, an urban endurance race, a year later. An avid rower, climber and kayaker, Lina draws from her years of experience working with numerous sports organizations, professional athletes and sponsors. An engineer by training who pursued her masters in environmental studies in UK under the banner of the prestigious British Chevening Scholarship, Lina has also represented Singapore at several SEA Games- in sculling and dragon boat racing.

Elsie Lim, Consultant

Elsie Lim is Singapore's national rower and two-time SEA Games medalist. She has worked extensively with the Singapore Rowing Association and draws from her experience in organizing several indoor and outdoor races, including the machine-rowing championship, ErgoCraze 2004.

Peter Wong, Director of Planning & Marketing

Peter Wong brings to Fronterra an extensive perspective of marketing and business planning, drawing from his experience in global corporations such as JPMorgan and Capco, a consultancy in global capital markets and wholesale financial services. He has worked with multiple start-ups in the venture capital/payments infrastructure arm of Singapore Technologies, and has worked extensively with non-profit organizations in both the US and Singapore, primarily in the driving of their business analysis and external communication efforts. Peter is fueled by a fascination of business systems and organizational strategy, and is founder and president of the Barrier Rift Group, a entrepreneurial and adventure society for particularly goal-oriented and forward-looking individuals.