Walk The Walk

What Walk The Walk does

Walk the Walk Worldwide is a UK-registered charity and company limited by guarantee, founded in 1996 by Nina Barough and headquartered at 5 Atholl Crescent, Edinburgh, with a correspondence office in Woking, Surrey. The organisation's stated mission is to fundraise for and raise awareness of breast cancer through organised walking challenges, with His Majesty King Charles III serving as its patron. It serves individual fundraisers as its primary customer segment, supplemented by corporate matched-giving partners and event volunteers, operating under the legal status of a Scottish charity (OSCR SC029572) and a UK VAT-registered entity (VAT 800852848).

The core product is an integrated portfolio of walking challenges led by The MoonWalk London — an overnight event at Clapham Common offering 10K, 15.1 mile, and marathon distances, complemented by the Scotland MoonWalk, Iceland MoonWalk, Virtual MoonWalk, TCS London Marathon team participation, Nijmegen Marches, and Camino walks. The underlying technology is a peer-to-peer online fundraising platform enabling personal and team fundraising pages, QR code generation, and CharityGo contactless donation integration via a mobile card-reader app. Supporting products include downloadable fundraising guides, Cheshire Cats amateur dramatic licensing, training resources, health awareness content under the 'Anyone Can Get Breast Cancer' / 'Check your chest' campaigns, and event-day merchandise.

The revenue model is charitable donations-led rather than commercial: Walk the Walk raises funds through individual walker participation in events, entry fees, peer-to-peer fundraising pages shared on social media, corporate matched-giving schemes (including CAF Charities Aid Foundation), and a small merchandise line (pin badges, kit hire, refundable deposits). Approximately 80% of online donations are reported as Gift Aid eligible, materially increasing realised income. The go-to-market is community-led and event-driven, with distribution through direct-to-consumer online registration, physical events at specific locations, and a virtual channel enabling global participation. The organisation operates across the UK, Iceland, the Netherlands, Spain, and the United States, with marketing spanning organic social, email, content/blog, event promotion, and participant referral pages.

Name

Walk The Walk

Legal name

Walk the Walk Worldwide

Website

https://walkthewalk.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Walk The Walk is a UK-registered breast cancer charity, founded in 1996, that raises funds and awareness through organised walking challenges — chiefly The MoonWalk London — serving individual fundraisers, corporate matched-giving partners, and event volunteers across the UK and select international events.

Ownership category

akta.pro rank

Headquarters

HQ city

Woking

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Individual Donations and Fundraising: Individual walkers raise money through personal online fundraising pages shared with friends, family, and social networks. The charity receives donations directly through these pages, with approximately 80% of online donations eligible for Gift Aid.
2. Matched Giving Programs: Corporate matched giving program where employers match employee fundraising contributions. Donors can set up matched giving through the charity, with various payment methods including bank transfer, charity vouchers, and CAF Charities Aid Foundation.
3. Event Entry Fees: Participants pay to enter challenges like The MoonWalk London and other organized events. Entry includes access to the event and creation of a fundraising page.
4. Fundraising Merchandise: Sale of pin badges and rental of fundraising items (collection tubs, buckets, banners) for a refundable deposit plus admin fee. Reduced admin fee for fundraisers raising money for Walk the Walk.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Walk the Walk is a breast cancer charity that organizes overnight and long-distance walking challenge events, most notably The MoonWalk series, where participants pay entry fees, create online fundraising pages, and solicit donations from their networks to fund breast cancer research, screening, and awareness initiatives. The organization supplements its events with online fundraising tools, training resources, health education, and a small range of fundraising merchandise available for purchase or refundable deposit.

Product overview

Walk The Walk is a Scotland-based cancer charity focused on breast cancer awareness. The organization operates a unified platform of challenge events and fundraising tools, centered around its flagship overnight walking event, The MoonWalk London. The core product portfolio includes walking challenges (MoonWalk London, Virtual MoonWalk, TCS London Marathon), complemented by digital fundraising tools (online fundraising pages, QR code donations, CharityGo app integration), and supporting resources (training guides, fundraising ideas, Cheshire Cats theatrical fundraising). The offering functions as an integrated event-and-fundraising ecosystem rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Brands

• The MoonWalk: Night walking challenges where participants walk through the night wearing illuminated bras to raise money for breast cancer causes.

Products and services

• The MoonWalk London The flagship overnight walking challenge held at Clapham Common, London, offering distances of 10K, 15.1 miles, and 26.2 miles. Walkers participate at night, raising funds for breast and other cancers. Open to individual fundraisers and teams.
• Virtual MoonWalk London A virtual version of the MoonWalk challenge that allows participants to walk wherever and at whatever distance they choose, including local parks, favorite places, or while on holiday. Enables global participation.
• TCS London Marathon 2027 Walk the Walk team participation in the TCS London Marathon 2027 on 25 April 2027, where walkers unite against breast and other cancers by running for the charity.

Quantifiable outcome

• 80% of online donations eligible for Gift Aid
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Macmillan Cancer Support: One of the UK's largest cancer charities, providing practical, financial, and emotional support to people with cancer. Comparable UK donor base and event-based fundraising (e.g., walking challenges) but operates at significantly greater scale across multiple cancer types.
• Cancer Research UK: The UK's leading cancer research charity, operating flagship mass-participation fundraising events such as Race for Life. Directly comparable event-led community fundraising model, but at materially larger scale and broader cancer scope.
• Susan G. Komen: The world's largest breast cancer organization, operating signature fundraising events such as Race for the Cure. Comparable breast-cancer-specific mission and mass-participation event model, but at global scale and with a research/services portfolio.

Emerging players

• CoppaFeel!: UK breast cancer awareness charity focused on education and early detection among young people. Comparable mission around breast cancer awareness and inclusive ('anyone can get breast cancer') messaging, with a smaller, digitally-led operating model.

Direct peers

• Prevent Breast Cancer: UK charity dedicated to the prediction and prevention of breast cancer. Closely aligned mission around breast cancer research and screening advocacy, with comparable community fundraising approaches.
• Against Breast Cancer: UK charity funding breast cancer research focused on secondary spread. Directly comparable donor base, cause area, and reliance on community-led fundraising events.
• Breast Cancer Now: The UK's largest dedicated breast cancer charity, funding research and providing support. Directly comparable mission and donor base, with a broader research and support-services portfolio than Walk the Walk's event-led model.

Regional players

• World Cancer Research Fund: UK-registered cancer prevention charity with a similar donor base and community fundraising posture. Comparable in scale and reliance on individual giving, but with a research and policy rather than event-led focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/WalktheWalk
• YouTubeyoutube.com/channel/UCf8Mr2_dAzYP8LZXj2WQZXQ
• Facebookfacebook.com/walkthewalkworldwide
• LinkedInuk.linkedin.com/company/walk-the-walk-worldwide
• Instagraminstagram.com/walkthewalk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Walk The Walk