Amaury Sport Organisation (A.S.O), owner of Le Tour de France, and organiser of runs and sportives in Europe, such as the Paris Marathon and L’Etape du Tour, has completed the purchase of Human Race Events.
For the last 26 years, South West London based Human Race has been organising mass participation events, such as the London Winter Run, Windsor Triathlon and Dragon Ride L’Etape Wales.
The new relationship will offer opportunities to further improve participant experiences throughout the 30+ UK events that Human Race runs annually, with the prospect of also bringing new ideas to the UK cycling, triathlon and running markets.
In addition Human Race plans to offer its participants access and opportunities to participate in the many sold-out events organised by A.S.O. across the world.
A.S.O and Human Race began working together in the joint organisation on the 2015 Tour de Yorkshire Ride, the public sportive. Following this the companies have gone on to create L’Etape London by le Tour de France as well as the Dragon Ride, which has also become part of the global L’Etape Series.
The deal will immediately extend the A.S.O community to over one million people who will have completed one of the now 70 events in its portfolio. Human Race was previously backed by Epsilon Partners and Calculus Capital.
Yann Le Moenner, managing director, A.S.O said: “The relations forged with Human Race through our initial joint projects as well as the impressive enthusiasm and efficiency with which they were undertaken convinced both sides of the possibility and benefits of pooling our skills. Thanks to this merger, we will be able to explore some fantastic possibilities, creating new events for cycling, triathlon and running enthusiasts, inventing new formats and extending our passion for sport to the United Kingdom.”
Nick Rusling, CEO, Human Race added: “We developed the business from nothing, 26 years ago, to now delivering 30 events alongside 22 colleagues and hundreds of incredible event crew and volunteers. Our passion for organising exceptional mass sport event experiences has seen 350,000 customers cross a finish line with us in that time. To be able to continue this journey alongside our new colleagues at A.S.O is incredibly exciting as they are an exceptional business. Having worked closely with them already for two years, I am confident our beliefs and values are perfectly matched and the participants will be in for a treat with new and improved events in the future.”