Getting the UK Active

Delivering Mass Participation Events Nationwide

From London to Birmingham, our active lifestyle team has been up and down the UK delivering mass participation events nationwide.

In line with the increasing popularity of personal health and fitness, the team has created both running and cycling events: The London 10 Mile, the adidas City Runs Shoreditch 10K and Vélo Birmingham.

Partnering with adidas, the Shoreditch 10K is the first in a series of major closed-road running events on the streets of the British capital. The City Runs aim to unlock and celebrate London’s most unique neighbourhoods, inspiring beginners and seasoned runners alike to lace up and join thousands of runners on the start line. Together with adidas they are planning two City Run events in 2017 and five in 2018, with that number growing in years to come.




Keeping with the road running, for one day in June the beautiful Richmond Park was closed to all forms of road traffic, providing runners with a truly unique opportunity to take on a new and exciting distance in our London 10 Mile event.
In addition to the main 10-mile event, there was also a 1-mile Family Fun Run for children and a free ‘Picnic in the Park’ offering great food, drink, music and kids entertainment throughout the afternoon ensured the day had a family festival feel. Through an exclusive partnership with parkrun, the London 10 Mile also gave a percentage of its entry revenue to parkrun to enable it to continue the fantastic work it is doing with grassroots running in the UK.

The team are busy preparing for inaugural Vélo Birmingham. The event starts on Sunday 24 September 2017 and the 100-mile closed-road sportive will take 15,000 riders on a stunning journey from city to country and back again for an epic finish in the heart of Birmingham city centre.
Three memorable events created and delivered by our active lifestyle team and a promising start to our journey in the popular mass participation market, a sector of the industry that is booming. People want to get active and we’re giving them a reason to do so.