CSM Sport & Entertainment, a global leader in the business of sport and entertainment, announced today a new active lifestyle business, CSM Active, providing CSM with an entry point and presence in the popular mass participation market, a sector which has significant growth potential.
CSM Active is headed up by industry experts, Jon Ridgeon, Mark Whitehead and Richard Relton. The team’s initial focus is on building a portfolio of owned events, through acquisition and organic development, as well as continuing the existing mass participation work.
CSM has worked in mass participation events around the world including Electric Run and TriYAS in the Middle East and the London Marathon and Vitality Run series in the United Kingdom.
The first of CSM Active’s owned events was officially announced today, at the NEC Cycle Show, as the inaugural Velo Birmingham, a cycling event which has already attracted more than 30,000 pre-registrations.
Taking place on 23 and 24 September 2017, Velo Birminingham aims to deliver a weekend-long celebration of cycling. Organised by CSM Active, in partnership with the Birmingham City Council, the event will include a 100-mile closed road race for 15,000 riders, and a family-friendly BikeFest featuring a city-centre road race.
Jon Ridgeon, Executive Chairman of CSM Active, said: “We are hugely excited about what CSM Active can achieve in the mass participation sector. Combining CSM’s global reach and commercial potential, we are well positioned to grow a scaled and sustainable business. Velo Birmingham is the first event to be announced, but our long-term goal is to grow an exciting and diverse portfolio of events that promote a healthy, active lifestyle.”
These sentiments were echoed by Lord Coe, Executive Chairman of CSM Sport & Entertainment, who said: “We see mass participation as one of the key growth areas in the sport industry, offering brands a number of unique sponsorship opportunities. The active lifestyle market is central to our strategic growth plans and through CSM Active we are excited about beginning our next chapter in this high-potential sector”