Let’s Do This
Let's Do This is a London-based AI-powered registration and growth platform for endurance events, serving marathon, cycling, and adventure race organizers across 18 markets with its Nova AI agent and participant-facing Experience Agent.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Let’s Do This does
Let's Do This is a London-headquartered, venture-backed software company that operates an AI-powered registration and event growth platform for the endurance sports industry. The company was founded in 2017 and serves event organizers across running, triathlon, cycling, obstacle, and adventure events in 18 international markets, powering marquee properties including the London Marathon (1.33 million 2027 applications), Bank of America Chicago Marathon, RAGBRAI, and Life Time's Leadville Trail 100. The platform's technology stack centers on two autonomous AI agents: Nova, an organizer-facing Growth Agent that turns natural-language questions into reports, dashboards, audience segments, email campaigns, and pricing recommendations by combining GPT-5 (natural language), Anthropic's Sonnet (data reasoning), and Haiku (rapid response); and Experience Agent, a participant-facing support tool trained on 10,000 race weeks that resolves 85% of queries autonomously in multiple languages. Surrounding features include email campaign building, custom dashboards, goal tracking, cross-domain UTM attribution, Meta Ads integration, and integrations with GivenGain (fundraising) and HotelPlanner (travel).
Let’s Do This firmographics
Firmographics- Name
- Let’s Do This
- Legal name
- Let's Do This
- Website
- https://letsdothis.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Let's Do This is a London-based AI-powered registration and growth platform for endurance events, serving marathon, cycling, and adventure race organizers across 18 markets with its Nova AI agent and participant-facing Experience Agent.
- Ownership category
- akta.pro rank
Let’s Do This industry classification
Industry- Product category
- Endurance Event Registration Software
- NAICS
- Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)
- SIC
- Services-Racing, Including Track Operation (7948), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- All-in-One Event Registration & Event Management Suites (THAHAFAA)
- akta.pro secondary industries
- Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL), Data, Analytics, CRM & Marketing Automation Integrations for Event Registration (THAHAFAK), Conference & Trade Show Registration Platforms (THAHAFAB)
Keywords
Where Let’s Do This is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Let’s Do This business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- AI Registration Platform Services: Let's Do This provides AI-powered registration technology to event organizers on a subscription/SaaS basis. The platform handles registration, lottery systems, participant management, and data analytics for endurance events.
- Data Analytics & Insights: Nova AI provides data-driven insights, benchmarking, and growth recommendations as part of the platform, helping organizers optimize pricing, marketing, and operations.
- Integrated Services: Additional revenue streams from integrated services including fundraising (GivenGain partnership), travel booking (HotelPlanner partnership), and other event management tools.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise platform for large event organizers |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
Let’s Do This product offering
Product offeringCore offering
Let's Do This provides an AI-powered registration and event management platform for endurance event organizers, including marathon and race operators. The platform combines a registration backbone with Nova, an AI Growth Agent that delivers data analytics, benchmarking, marketing automation, and growth recommendations, and Experience Agent, a participant-facing AI support tool providing multilingual 24/7 customer service. The platform serves event organizers globally across running, triathlon, cycling, and obstacle events in 18 international markets.
Product overview
Let's Do This is an AI-native registration platform for endurance events that has expanded from a core registration system into a comprehensive AI-powered event management ecosystem. The platform consists of the Let's Do This AI Registration Platform as the foundation, with Nova (AI Growth Agent) as the primary intelligent layer providing data insights, marketing automation, and growth recommendations. Nova 2.0 extends capabilities to autonomous marketing execution. Experience Agent provides participant-facing AI support. Additional features include Email Campaign Builder, Custom Dashboards, Goals tracking, Instructions, Shared Chats, Cross-Domain Tracking, and Meta Integration. The platform serves event organizers across running, triathlon, cycling, and obstacle events in 18 international markets, and powers registration for major events including London Marathon, Chicago Marathon, and numerous U.S. endurance events.
Differentiator
Problem solved
Functional benefit
Brands
- Nova: AI Growth Agent - an AI-powered platform that provides data analysis, industry benchmarking, and growth advisory to help optimize event strategies and improve customer support.
- Experience Agent
Products and services
- Let's Do This AI Registration Platform Core SaaS registration platform for endurance events that handles lottery systems, data insights, automated customer support, performance analysis, check-in and bib collection, volunteer coordination, and participant management. Serves event organizers across running, triathlon, cycling, and other mass participation events.
- Nova AI Growth Agent AI Growth Agent functioning as an intelligent teammate integrated into the registration platform. Nova uncovers hidden opportunities in event data, delivers actionable insights, generates reports, creates marketing campaigns, builds custom dashboards, and guides organizers toward faster, smarter growth. Built on a multi-model system using GPT-5 for natural language, Anthropic's Sonnet for data reasoning, and Haiku for rapid responses.
- Nova 2.0 Major version of Nova enabling autonomous marketing actions including custom email creation targeting specific segments, A/B experiment creation for creative optimization, and no-code landing page generation. Closes the loop between insights and action execution.
- Experience Agent AI agent built for event participants providing 24/7 multilingual customer support. Trained on 10,000 race weeks, it responds to participant queries in their written language, integrates with event websites automatically, and achieves 85% resolution rate without human support with 93% participant satisfaction score.
Quantifiable outcome
- 85% of participant conversations resolved without human support, with 93% satisfaction score
- +7 more outcomes
Companies that use Let’s Do This
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Let’s Do This technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability8 records
Feature10 records
Let’s Do This partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core, strategic and major.
- Ventures EndurancecoreMulti-year agreement to provide AI-powered registration platform across Ventures Endurance's event portfolio including RAGBRAI, SKECHERS Hot Chocolate Run Series, and Detroit Free Press Marathon. The platform provides data insights, automates customer support, enables performance analysis, streamlines check-in and bib collection, and provides tools for volunteer coordination and participant management.
- GivenGainstrategicStrategic partnership to integrate registration and fundraising for global endurance events, starting with the 2027 Bank of America Chicago Marathon. Integration creates seamless experience for participants, charities, and organizers, improving operational efficiency and expanding charitable impact.
- Chicago Event ManagementcoreStrategic partnership to manage registration for Chicago's marathon events, including the Bank of America Chicago Marathon, leveraging Let's Do This's AI-powered registration technology. Collaboration aims to support growth amid record interest with over 200,000 applicants for the 2026 Chicago Marathon.
- Motiv SportscorePartnership to implement Let's Do This's AI Registration Platform across Motiv Sports' 12 events with over 200,000 participants including Bay to Breakers, 2XU Long Beach Marathon, and Surf City Marathon presented by Biofreeze. Motiv Sports gains access to AI Growth Agent 'Nova' for data trend analysis and growth strategies.
- Life TimemajorLife Time joined the platform as a major U.S. client. Let's Do This managed lotteries for Life Time's Leadville Trail 100 MTB and Trail Run events, resulting in a 14% increase in entrants compared to 2024.
- Running USAstrategicLet's Do This named presenting sponsor of Running USA LEAD Collective, a leadership initiative aimed at developing diverse future leaders in the running industry. Partnership includes year-long mentorship, education, and networking program.
- European Marathon ClassicsmajorPartnership with European Marathon Classics, officially launched in Vienna, to support their event portfolio expansion.
- Running USAstrategicOngoing collaboration with Running USA for industry events and the LEAD Collective sponsorship program.
- Vacation RacesmajorPartnership to enhance registration experiences for Vacation Races' international running events, currently featuring 15 live races and expanding reach to approximately 26,000 annual participants.
- Mascot SportsmajorPartnership with Mascot Sports, creator of innovative running events including Diplo's Run Club and Run Travis Run. Mascot uses Let's Do This's AI-Native Registration Platform for events targeting new audiences in the running industry.
- The Color RunmajorPartnership with The Color Run, a popular mass-participation running event series, to support their growth through the AI-Native Registration Platform.
- HotelPlannerstrategicPartnership to integrate hotel booking directly into the Let's Do This event registration ecosystem, allowing event organizers to offer bundled ticket-and-hotel packages and automate hotel management while participants gain streamlined access to competitive hotel rates.
- London Marathon EventscoreExclusive partnership with London Marathon Events to handle the TCS London Marathon registration, processing record 1.33 million applications for 2027. The partnership has driven 300% growth in applications over three years.
- Atlanta Track ClubcorePartnership with Atlanta Track Club using Let's Do This's registration platform for events including Northside Peachtree Road Race. Atlanta Track Club is also using cross-domain tracking solutions for marketing attribution.
- GreatRunmajorPartnership with GreatRun, operator of running events in the UK, using Let's Do This's registration platform.
- RagnarmajorPartnership with Ragnar, known for adventure races and relay events, using Let's Do This's platform.
- RunThroughmajorPartnership with RunThrough, a UK-based running events company, using Let's Do This's registration platform.
- WassermanmajorPartnership with Wasserman's running events using Let's Do This's registration platform.
- Honolulu MarathonmajorPartnership with Honolulu Marathon using Let's Do This's platform and Nova AI for growth insights.
- J&A RacingmajorPartnership with J&A Racing, operator of running events, using Let's Do This's platform with positive feedback on shared conversation features.
- ThresholdmajorPartnership with Threshold running events using Let's Do This's registration platform.
- Run OttawamajorPartnership with Run Ottawa for Tamarack Ottawa Race Weekend, using Let's Do This's email campaign builder and Nova features.
- MaverickmajorPartnership with Maverick running events using Let's Do This's registration platform.
- Bolder-BouldermajorPartnership with Bolder-Boulder, a major running event in Colorado, using Let's Do This's registration platform.
- Bike New YorkmajorPartnership with Bike New York, operator of cycling events including the TD Five Boro Bike Tour, using Let's Do This's platform.
- Run 4 WalesmajorPartnership with Run 4 Wales, operator of Welsh running events, using Experience Agent for participant support with high satisfaction rates.
Scale indicators14 records
Recent moves6 records
Expansion highlights6 records
Let’s Do This competitors and assessment
Company assessmentDirect peers
- RunSignup: RunSignup is the largest US-focused endurance event registration platform serving races of all sizes. It directly competes with Let's Do This across the marathon, running, and triathlon verticals with comparable features including registration, timing, and race management tools.
- Race Roster: Race Roster is a North American endurance event registration platform owned by SRAM, focused on running, cycling, and triathlon events. It competes head-to-head with Let's Do This in the same organizer and participant customer base with overlapping feature sets.
- AthleteReg: AthleteReg is a dedicated endurance event registration platform serving running, cycling, triathlon, and multisport events across North America. It directly competes with Let's Do This in the same niche with comparable registration and timing services.
- ChronoTrack: ChronoTrack provides registration, timing, and results services for endurance events including marathons, ultras, and cycling races. It directly overlaps with Let's Do This's organizer offering, particularly in timing and on-site race management.
- RegFox: RegFox is an event registration platform serving conferences, races, and other events with customizable registration forms and payment processing. It overlaps with Let's Do This in serving endurance event organizers with comparable registration functionality and pricing tiers.
Broad incumbents
- Eventbrite: Eventbrite is a broad, publicly-traded event registration and ticketing platform serving concerts, conferences, classes, and races. While not specialized in endurance events, it competes for organizer mindshare and offers registration technology that overlaps with Let's Do This's platform.
- Active Network (ACTIVE): Active Network is a large established event registration and activity management platform serving sports, races, and community events. It competes with Let's Do This as a broader incumbent with deeper enterprise relationships in the endurance and outdoor recreation verticals.
- Bizzabo: Bizzabo is an event experience platform focused on conferences, corporate events, and hybrid events. While primarily serving a different event vertical than Let's Do This, it represents an analogous AI-augmented event management platform with comparable technology ambitions.
- Cvent: Cvent is a large enterprise event management platform serving meetings, conferences, and trade shows with registration, attendee management, and marketing tools. It is comparable to Let's Do This as a B2B event technology platform serving enterprise organizers, though focused on a different event vertical.
- Ticketleap: Ticketleap is a general-purpose event ticketing and registration platform serving small to mid-sized events including some running and endurance races. It is comparable as a registration technology provider, though broader in vertical focus than Let's Do This's endurance specialization.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Let’s Do This social profiles
Digital presenceLet’s Do This financial estimates
Financial estimateRevenue estimate
Valuation estimate
Let’s Do This leadership team
Management profileNumber of profiles
Profiles13 records
Let’s Do This funding detail
Funding detailFunding overview
Funding rounds6 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Let’s Do This M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Let’s Do This
What does Let’s Do This do?
Let's Do This provides an AI-powered registration and event management platform for endurance event organizers, including marathon and race operators. The platform combines a registration backbone with Nova, an AI Growth Agent that delivers data analytics, benchmarking, marketing automation, and growth recommendations, and Experience Agent, a participant-facing AI support tool providing multilingual 24/7 customer service. The platform serves event organizers globally across running, triathlon, cycling, and obstacle events in 18 international markets.
Is Let’s Do This a public or private company?
Let’s Do This is a private company. It is classified as venture growth investor backed and is currently operating.
When was Let’s Do This founded?
Let’s Do This was founded in 2017. It employs 101 to 250 people.
Where is Let’s Do This based?
Let’s Do This is headquartered in London, United Kingdom, in the Europe region.
How does Let’s Do This make money?
Three revenue lines are on record. AI Registration Platform Services are the primary driver. The others are data Analytics & Insights and integrated Services.
Who are Let’s Do This's main competitors?
Direct peers on record are RunSignup, Race Roster, AthleteReg, ChronoTrack and RegFox. Broad incumbents are Eventbrite, Active Network (ACTIVE), Bizzabo, Cvent and Ticketleap.
Does Let’s Do This have an API?
No public API is recorded for Let’s Do This.
What industry is Let’s Do This in?
Let’s Do This's product category is Endurance Event Registration Software. Its primary akta.pro industry code is THAHAFAA, All-in-One Event Registration & Event Management Suites, with a secondary code of BPAFAGAL, Ticketing, Registration & Event Technology (Badging, Apps). Its NAICS code is 561920 and its SIC code is 7948.