Mass Participation

Twickenham sell-out shows Spartan Race more relevant than ever

Spartan Race was set up in 2007, but it feels very much of the moment. Over the last 12 years, fitness has become a goal pursued by an ever-growing number of people regardless of gender, ethnicity or background.

It has spawned an industry thought to be worth nearly $100m in 2019 and countless Instagram influencers. It has also created communities of participants as well as a drive from big companies to ensure they have an active workforce.

Made By Sport name former BOA director as new CEO

Made By Sport, the four-year campaign to champion the power of sport to transform the lives of young people in the UK, has announced Sophie Mason as its new CEO, taking up the role on 1st December 2019.

A former Director of Fundraising for the BOA, Mason oversaw the creation of a new £25m revenue stream for the organisation as it hosted the London 2012 Olympic Games, and after that ran her own consultancy working with a range of clients including Land Rover, the IPC and Commonwealth Games England on fundraising and communications. 

Sport England reveals one million more people are active

Sport England has released the figures of its latest Active Lives survey, revealing that one million more people are active now than in 2015.

The survey, conducted by IPSOS Mori, is taken from 180,000 respondents aged 16 or over in the 12 months from May 2018 to May 2019. The organisation says that the results show over a million people are more active than when it first carried out the yearly survey in four years ago.

Virgin Sport eliminates plastic from races

Virgin Sport says it has successfully removed all single-use plastic from its three UK races across London and Oxford.

The organisation says that the Hackney Half, ASICS London 10k and Oxford Half races have all eliminated single-use plastic bottles - up to 500,000 across all three events - and replaced 25,000 plastic kit bags with cotton tote bags.

The initiative forms part of Virgin Sport’s pledge to create eco-friendly mass-participation events, while the brand also claims to be the first sport events company in the UK to implement 100% recyclable cups.

James Cracknell's SW Run series taken over by WMP

James Cracknell’s South West series, formerly organised by RunJoy, has been taken over by creative agency WMP Sports.

The series includes events in Exeter and Cheltenham as well as the Weston-super-Mare half marathon, which was launched last year.

Prior to the takeover by WMP, the events were run by Cracknell and Charlie Beauchamp, MD and Founder of RunJoy, who organised the series of mass participation running events in the region.

77% of parents more active than their children, says Decathlon survey

A survey carried out by Decathlon has shown that children are the least active members of the family, as part of the Decathlon Activity Index 2019 study.

When comparing exercise levels - and even when including weekly PE lessons in schools - 77% of the parents surveyed said they exercise more than their children do, while 64% said they believe they are fitter than their children.

Decathlon also says that the findings are even more stark when looking only at parents of adult children, with 93% of those parents saying they feel they are fitter than their children are.

Spartan Race announces four new partners

Spartan Race has announced four new sponsors for the remainder of the 2019 UK and Ireland season.

The obstacle race and endurance brand has three races left in the UK this year, in Scotland, Windsor and Twickenham Stadium, and will see SOS Hydration, craft beer brand Innis & Gunn, Branched-Chain Amino Acid (BCAA) drinks supplier NOCCO and smoothie brand Happy Monkey Drinks added to its sponsorship roster.


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