Episode 20 – Running Industry Alliance Podcast with James Shipley (ATW Events)

Episode Overview

In Episode 20, Matt and Tom delve into the huge and consistent rise in demand for endurance events with James Shipley from ATW Events - responsible for over 100 multisport events annually. James shares ATW’s origin in 2011 as a passion project from long-distance racing & nutrition, evolving into one of the UK’s largest event portfolios.

The Event Boom

James highlights record-breaking performance: May entries up 54.7% YoY, the best sales month since 2011 and without launching new events.
Strong growth seen across Running and Triathlon events, including for example St Albans Half Marathon where registrations are +14%.
Contributing factors are discussed including community, wellbeing, belonging, experiential features (course music, entertainment and event villages), post-pandemic mindset shift and focus on inclusivity.

Further discussion points include on-the-ground work, insights and looking ahead at what is next for ATW Events and the industry. RIA Alliance Advisory Board & industry collaboration and closing thoughts round off this great and insightful episode. LISTEN NOW!

Key Takeaways

Community, storytelling & experience over competition.
Seamless participant journey, personal content and engaging atmospheres proves to drive growth.
Collaboration via Running Industry Alliance fosters industry resilience, shared learning, connections & innovation.
Data-driven formats power future growth.

🗓️ Mention of The Running Conference (7th to 9th December) and the role of Running Industry Alliance (RIA) in connecting brands, events, retailers, communities and more.

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Running Industry Alliance Podcast

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