Community-Driven Growth: Lessons from a UK Leader in Mass Participation Events
Discover how Active Training World (ATW), the UK's largest multi-sport organiser, achieved near 50% year-on-year growth through genuine community building. In this webinar, James shares practical strategies that any event organiser can implement:
Active Training World (ATW) delivers 172 events annually and has achieved near 50% year-on-year growth. As the UK's largest multi-sport organiser, their community-building approach offers valuable lessons for event organisers looking to drive sustainable growth.
Why Community Matters More Than Numbers
ATW's events range from intimate 100-person gatherings to their flagship St Albans Half Marathon with 6,000 runners. But for James, the measure of success isn't participant numbers—it's community engagement.
"I love seeing all the stories from the events—people doing their weight loss journeys or charity journeys or trying to set personal bests," James explains. "You've got to harness the communities to allow that to flourish. You can't just put on an event for 600 people and not be interested in what those 600 people are there for."
Digital Community Building Strategies
Here's how ATW creates genuine online engagement that drives growth:
The Hub: A Central Portal for Every Journey Stage
ATW's newly launched hub serves as a one-stop destination where participants can:
- Enter events and access training plans
- View event photos and results
- Watch training videos
- Participate in the innovative Tri Ranking Series
The Tri Ranking competition gamifies participation across 40 triathlons, using a clever point system that compares performance against elite athletes like Alex Yee and Beth Potter, with bonus points for multiple ATW events.
Technology That Enables Community Care
ATW uses Eventrac's platform to deliver flexible participant management that demonstrates genuine care for their community. Features like loyalty schemes, referral programmes, and self-service account management allow participants to engage with ATW on their own terms, reducing administrative burden whilst maintaining personal connection. The referral schemes enable community members to easily share events with friends, creating organic growth through trusted recommendations.
"Eventrac has been absolutely instrumental for us. We've been able to do things like loyalty schemes, which has been great since we came on board with you a few years ago... All of those sort of things are really helping us to actually care about our community."
Facebook Groups That Actually Engage
The ATW Chat Facebook group isn't a promotional channel—it's a genuine community space where participants share training advice, celebrate achievements, and ask questions. ATW staff participate as community members, not administrators, creating authentic engagement rather than corporate messaging.
Offline Community Strategies That Create Loyalty
ATW's physical event experience focuses on creating memorable moments that encourage repeat participation:
The Dome Experience
ATW's signature inflatable domes transform the post-race experience. Instead of the typical "conveyor belt" finish line process, finishers enter a spacious circular dome where they can celebrate with fellow participants, enjoy live entertainment, and savour their achievement without rushing.
"We wanted to create a space where people aren't in a rush. You can get your water and medal, but it's a place where you can chat to your fellow finishers and celebrate each other's performances."
The Horse Box Stage and "Archie"
The converted horse box serves as a mobile stage and PA system, whilst "Archie"—an enormous inflatable finish line arch with a face on both sides—creates an unmistakable visual impact. These elements contribute to ATW's "wow factor" philosophy.
Building Community Through Strategic Partnerships
ATW's approach to sponsors and suppliers demonstrates how partnerships can enhance rather than compromise community focus:
Sponsors: Only brands that directly benefit participants make the cut. Partners like Sketchers, Red Bull, and Love Corn enhance the event experience rather than just providing revenue.
Suppliers: Medical teams, photographers, commentators, and other service providers are treated as community members rather than transactional relationships. This builds loyalty, improves service quality, and creates a more enjoyable working environment for everyone.
Influencer Marketing That Actually Improves Events
Instead of traditional influencer marketing focused on reach, ATW uses ambassadors to genuinely enhance their offering:
ATW works with ambassadors like wheelchair athlete Ella Bucha to gather actionable feedback. Ella provides detailed insights on accessibility—from hotel access to event village navigation—helping ATW create more inclusive experiences.
"We had about 30 metres of grass to get to our registration area, and Ella told us that was actually a challenge for her. It's things like that we just don't know ourselves because we're not in that situation."
This approach improves the actual event experience rather than just increasing visibility.
Implementation Guide for Smaller Event Organisers
For organisers with limited resources running fewer events annually, here's how to apply ATW's principles:
- Create a "wow factor": Start small—even ensuring your event village is completely tidy creates a foundation for excellence
- Talk to your community: Don't treat participants as numbers. Roam the event village, have conversations, and gather genuine feedback
- Implement suggestions: When someone suggests an improvement and you deliver it at the next event, acknowledge their contribution
- Have genuine reasons: Whether it's coaching, training plans, or community features, ensure you're offering them because you genuinely want to help, not just to increase numbers
The Core Philosophy Behind 50% Growth
ATW's success stems from prioritising genuine community engagement over traditional metrics:
"We genuinely think we know the names of hundreds of the athletes that come to our events, and we know their injury problems and their PBs. We know so much about them because we actually want to be part of their community."
This approach creates a virtuous cycle where engaged participants become advocates, driving organic growth that accelerates rather than plateaus. In an industry with rising customer acquisition costs, ATW has built something more valuable than a customer base—a community that grows itself.
Key takeaway for event organisers: When you genuinely care about your community's goals and experiences rather than just their entry fees, growth becomes a natural byproduct of engagement. ATW's near 50% year-on-year growth across hundreds of events demonstrates that community-first strategies deliver measurable business results.
"I genuinely love what I do. I go to events every week because I enjoy it, and I love seeing all the people coming to ATW. It's such a nice space to work when you get it right, and I feel like we are on the right path."
