365 Sports

What 365 Sports does

365 Sports Events Inc. is a privately held event management and experiential marketing company founded around 2009–2010 by Jesse Fulton, a former Olympic-level freestyle ski and snowboard coach, and headquartered in Meaford, Ontario, Canada. The company produces and operates a portfolio of consumer-facing participatory athletic event brands — including 5K Foam Fest (an obstacle-course fun run), Mud Hero (mud obstacle course), HoHoHoliday 5K (festive trail run), SnowCrown (ski/snowboard competition), OCR World Championships, Urban Slide Canada, Gromination, and World Rookie Tour — alongside youth and sport-development properties. It claims 340+ events produced, 3.8 million total attendees, and $700 million+ in cumulative economic impact over 15 years, supported by event websites, dedicated social media accounts, and 275 brand and sponsor relationships including Sony, Oakley, Coca-Cola, Ford, Blue Mountain, and Sparkling Ice.

The company's underlying technology footprint is modest: ticketing is delivered through Eventbrite-style third-party registration platforms, branded merchandise is sold through a Shopify storefront, and marketing relies on Google Analytics, AdWords, and DoubleClick. There is no proprietary software platform described, and the operating model is service- and experience-led rather than technology-led. Event production combines in-house roles across concept development, staffing and construction, venue acquisition, and on-site execution, with subsidiary operations in Las Vegas (365 Sports USA Inc.) and Surfers Paradise, Queensland (365 Sports Aus Pty Ltd).

365 Sports makes money through three primary revenue streams: (1) direct-to-consumer ticket sales and registration fees from individuals participating in its owned event brands; (2) corporate sponsorship, brand activation, and experiential marketing contracts with consumer brands seeking access to fitness-oriented audiences; and (3) ancillary services including consulting (priced at $45–$580 per hour), private label merchandise sourcing, and Shopify-based branded merchandise sales. The company also partners with municipalities, resorts, and venues that host its events. Go-to-market is event-driven: consumer demand is built via social media, event websites, and email; corporate sponsor demand is built via direct sales leveraging founder and executive relationships from prior roles at Sony of Canada and within the action sports industry.

Name

365 Sports

Legal name

365 Sports Inc.

Website

https://365sports.ca

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

365 Sports Events Inc. is a Canadian-founded event management and experiential marketing company that designs, produces, and operates branded participatory athletic events (5K Foam Fest, Mud Hero, HoHoHoliday 5K, SnowCrown, OCR World Championships) for individual consumers and corporate sponsors across Canada, the USA, and Australia.

Ownership category

akta.pro rank

Product category

Event Management & Experiential Marketing Services

NAICS

Other Spectator Sports (711219), Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Obstacle Course & Adventure Races (OCR, Mud Runs, Adventure Racing) (MPAKAIAE)

akta.pro secondary industries

Sports Event Promotion & Tournament Operations (MPAKAKAC), Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

Keywords

• Event management services
• Experiential marketing
• Obstacle course events
• Brand activation services
• Action sports production

Headquarters

HQ city

Meaford

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Event Management & Production Services: 365 Sports generates revenue by managing, producing, and executing athletic events including obstacle course runs, fun runs, and action sports events. Revenue is earned through participant ticket sales, registration fees, and fees charged to municipalities and venues for event delivery.
2. Experiential Marketing & Brand Execution: Corporate sponsors and brands engage 365 Sports for experiential marketing activations at events and custom branding campaigns. Revenue is earned through marketing services contracts, sponsorship deals, and on-site brand activation fees.
3. Consulting Services: 365 Sports provides consulting services to external businesses seeking expertise in event management and sports marketing. Consulting rates range from $45 to $580 per hour depending on the professional expertise required.
4. Private Label & Merchandise Sourcing: 365 Sports creates private label products and leverages extensive sourcing networks to deliver quality branded merchandise to clients. Revenue is earned through product sales and branding service fees.
5. Event Merchandise & E-commerce: The company operates a Shopify-based storefront (365-sports-store.myshopify.com) selling branded merchandise to event participants and fans.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

365 Sports is an event management and marketing company that produces and executes participation athletic events such as obstacle course runs (5K Foam Fest, Mud Hero), fun runs (HoHoHoliday 5K), and action sports competitions (SnowCrown, OCR World Championships). The company operates as a one-stop shop offering event management, experiential marketing, concept development, event production, staffing, private label sourcing, and consulting services to corporate sponsors, municipalities, and individual event participants across Canada, the USA, and Australia.

Product overview

365 Sports is an event and marketing company that operates a portfolio of athletic event brands alongside a comprehensive suite of professional services. Their core event products include the 5K Foam Fest (an obstacle course-based fun run with foam), HoHoHoliday 5K (a festive trail run), and previously produced events such as Mud Hero, SnowCrown, OCR World Championships, Urban Slide, Gromination, World Rookie Tour, and Captain Canada 5K. Supporting these event brands, the company offers integrated service offerings including Event Management, Experiential Marketing, Consulting, Private Label & Sourcing, Event Production & Logistics, Concept & Development, Staffing & Construction, and Venue Acquisition & Market Development. The company positions itself as a one-stop-shop managing event branding requirements from original design through production to onsite activations and project management.

Differentiator

Problem solved

Functional benefit

Brands

• 5K Foam Fest: Obstacle course-based fun run with foam features, designed for both beginner and experienced participants.
• Mud Hero
• HoHoHoliday 5K
• SnowCrown
• OCR World Championships
• Urban Slide Canada
• Gromination

Products and services

• 5K Foam Fest One-of-a-kind obstacle course-based fun run featuring a variety of obstacles and foam, designed as a FUNCORE challenge with festival atmosphere offering activities for both beginner and experienced participants of all ages.
• HoHoHoliday 5K Festive 5K trail run combining the magic of the Holidays with community engagement and fitness, featuring Santa Claus suits, hot chocolate stops, and festive activities along the trail.
• Mud Hero Mud obstacle course challenge event where participants get covered head-to-toe in mud while tackling a challenging obstacle course.
• OCR World Championships Independent global championships for Obstacle Course Racing, designed to unify, promote, and increase participation in the sport of OCR.
• World Rookie Tour Most famous, largest and oldest youth international action sports series with more than 3,000 riders in snowboard, freeski, skateboard and surf, featuring high-quality international events with activities to help rookies grow in professional sport.
• Event Management Services Comprehensive event management specializing in action sports, experiential running events, obstacle runs, and fun runs, including event production, concept development, construction, and venue acquisition for corporate clients and municipalities.
• Experiential Marketing Services Development and management of experiential marketing activations, expert branding services including design and execution, and strategic marketing campaigns to enhance visibility and appeal of events and products for corporate sponsor clients.
• Consulting Services Comprehensive consulting services tailored to meet diverse business needs, both domestically and internationally, with rates ranging from $45 to $580 per hour based on the specific professional services and expertise required.
• Private Label & Sourcing Services Creation of private label products leveraging extensive sourcing networks to deliver quality merchandise, with tailored branding and design services aligning with client needs and market trends.

Quantifiable outcome

• $700 million+ in total economic impact generated over 15 years
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, major and supporting.

• SonycoreGTM or Marketing PartnerSony is listed as a key partner of 365 Sports. CEO Tony Smith previously served as Vice-President of Marketing and Communications at SONY of Canada, providing deep existing relationships between the two companies.
• OakleycoreGTM or Marketing PartnerOakley is listed among 275 brands and partners that 365 Sports has worked with over its history. Eyewear and apparel brand providing event sponsorship and brand activation support.
• Blue MountaincoreGTM or Marketing PartnerBlue Mountain resort is a key partner and venue host for 365 Sports events. The resort provides venue infrastructure for events and benefits from event-driven tourism and visitor traffic. 365 Sports staff (Nicole White and Jaclyn McMath) reside in the Blue Mountain area.
• Coca-ColamajorGTM or Marketing PartnerCoca-Cola is listed among the key partners/brands that 365 Sports has worked with, providing beverage sponsorship and brand activations at events.
• FordmajorGTM or Marketing PartnerFord is listed among key partners/brands that 365 Sports has worked with, providing automotive sponsorship and brand activations at events.
• Sparkling IcesupportingGTM or Marketing PartnerSparkling Ice is listed among key partners/brands that 365 Sports has worked with, providing beverage sponsorship at events.
• EventbritesupportingTechnology or IntegrationThe privacy policy references Eventbrite.com as a linked third-party website, indicating Eventbrite is used as an event ticketing and registration platform integration.
• Google (Analytics, AdWords, DoubleClick)supportingTechnology or Integration365 Sports uses Google Analytics (for website traffic analysis), Google AdWords (for paid search tracking), and DoubleClick (for remarketing and targeted advertising). These are standard technology integrations used for marketing operations.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• runDisney: runDisney is Disney's themed marathon and 5K series, a large-scale brand-extension event business. It demonstrates how a strong brand and IP can be leveraged into a mass-participation running portfolio similar to 365 Sports' branded tour strategy.
• Rock 'n' Roll Marathon Series: Operated by the IRONMAN Group, the Rock 'n' Roll Marathon Series is an established mass-participation running tour with international stops. It represents a broader incumbent that competes with 365 Sports for sponsorship dollars and participant mindshare in the mass-participation running category.
• IRONMAN Group: The IRONMAN Group operates a portfolio of mass-participation endurance event brands including IRONMAN triathlons and the Rock 'n' Roll Marathon Series. It is a broad incumbent in the participation sports event space, demonstrating the scaled, multi-brand model that 365 Sports could pursue if it consolidates its current brand portfolio.

Others

• RunSignup: RunSignup is a race registration and event management technology platform serving thousands of US endurance events. It is comparable as an enabling technology layer for the same mass-participation running ecosystem that 365 Sports operates in, and represents an infrastructure alternative to 365 Sports' reliance on Eventbrite.

Regional players

• Race Roster: Race Roster is a Canadian-founded race registration platform serving the North American endurance market. It is adjacent to 365 Sports as a Canadian-rooted technology provider for the same running and obstacle race ecosystem, though it serves as a vendor/registration layer rather than an event operator.

Direct peers

• Tough Mudder: Tough Mudder is one of the largest global obstacle course racing brands operating multi-stop event tours. Like 365 Sports' 5K Foam Fest and Mud Hero, Tough Mudder sells mass-participation OCR events to consumers and brands, making it the closest direct peer in product, business model, and target customer.
• Warrior Dash: Warrior Dash runs obstacle-course fun runs with a festival atmosphere targeted at casual and first-time participants. It is closely comparable to 5K Foam Fest in tone, audience, and event-day experience.
• Spartan Race: Spartan operates a global OCR tour with multiple race formats and a competitive participant ecosystem, directly competing with 365 Sports' obstacle course events. It also layers merchandise and digital training products onto its event base, paralleling 365 Sports' consulting and merchandise revenue diversification.
• Rugged Maniac: Rugged Maniac is a North American OCR tour operator that combines mud obstacles with a festival-style afterparty. It targets the same casual participant demographic as 365 Sports' mass-participation obstacle events.
• The Color Run: The Color Run is a global mass-participation fun run series that combines a 5K with a festival-style color-throwing experience. While not obstacle-focused, it competes directly with 5K Foam Fest for casual, social-media-driven participants and sponsorship dollars.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/365sports
• YouTubeyoutube.com/user/5kfoamfestcanada
• Facebookfacebook.com/365Sports
• Instagraminstagram.com/explore/locations/257468545069/365-sports-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 365 Sports