Huntsman World Senior Games

What Huntsman World Senior Games does

Huntsman World Senior Games is a 501(c)(3) nonprofit charitable organization (legal name: World Senior Games, Inc.) founded in 1987 in St. George, Utah by Daisy and John H. Morgan, Jr. It operates the world's largest annual multi-sport event for athletes aged 50 and over, designated 'The Senior World Championships' since 2024. The two-week October event spans 40+ sports across 50+ venues in the Greater Zion region of southwest Utah, draws 12,000+ athletes from 87 nations, and is supported by more than 2,500 seasonal volunteers alongside a small full-time staff. The Games function as an official qualifying event for the biennial National Senior Games and include ancillary programming such as free health screenings, opening ceremonies, and a Concert & Celebration.

The underlying technology platform is a web-based registration and participant management system that supports individual athlete accounts ($99 early bird / $139 regular), team registration ($100 per team), sport-specific fees, PartnerFinder/TeamFinder matching for doubles and team sports, QR code check-in distributed via email confirmation, and a volunteer portal with shift management. Distribution combines self-serve online registration (seniorgames.net), toll-free and local phone registration, and in-person check-in at Dixie Convention Center. The marketing stack includes an owned podcast (The Active Life / Active Life Radio), YouTube video programming, local media partnerships, and a Donate/Volunteer acquisition channel.

Revenue is generated through a mix of participant registration fees (individual, team, sport-specific, Official Fan, VIP Experience Pass), corporate sponsorships (Huntsman Foundation as Principal Sponsor since 1989, Greater Zion as Presenting Sponsor since 2024, plus tiered World Champion, Gold, Silver, Bronze, and Ribbon sponsors), vendor booth rentals at three competition venues, donations, and a gift shop. Customer segments span participating senior athletes (primary), Official Fans/spectators, vendors and exhibitors seeking access to the active 50+ demographic, and volunteers, with healthcare and lodging partners participating on the B2B side.

Name

Huntsman World Senior Games

Legal name

World Senior Games, Inc.

Website

https://seniorgames.net

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Huntsman World Senior Games is a St. George, Utah-based 501(c)(3) nonprofit operating the world's largest annual multi-sport event for athletes aged 50+, drawing 12,000+ athletes from 87 nations to 40+ sports across 50+ venues each October, funded via registration fees, corporate sponsorships, and donations.

Ownership category

akta.pro rank

Product category

Senior multi-sport event management services

NAICS

All Other Amusement and Recreation Industries (71399), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYMPAKAIAB

Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Endurance & Mass Participation Events (Marathons, Triathlons, Cycling Events)

SECONDARYMPAKAMAK

Athlete Wellness & Lifestyle Management/Concierge (Relocation, Personal Ops)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Athlete Representation & Agency Services

Keywords

• Senior multi-sport competition
• Amateur athletics events
• Sports tourism services
• Senior recreation programs
• Community health screenings

Headquarters

HQ city

Saint George

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Athlete Individual Registration Fees: Individual athlete registration fees: $99 early bird (before August 1) or $139 regular (before September 1). Fees include official games shirt, ID badge, welcome bag, $10 dinner tickets, refreshments, transportation, training room access, program, results book, opening ceremonies, concert, friendship festival, health screenings access.
2. Sport-specific Fees: Individual sports have additional fees beyond the base registration. Sport fees cover officials, venue fees, sports equipment, and scoresheets.
3. Team Sports Registration: Team sports (basketball, soccer, softball, volleyball) registration at $100 per team, in addition to individual athlete registration fees.
4. Official Fan Registration: Optional registration for friends/spouses of athletes at additional cost, includes official games shirt, ID badge, dinner ticket, and health screening access.
5. VIP Experience Package: Optional $49 VIP Experience Pass offering expedited check-in, enhanced seating, free walking tour, dinner, gift shop coupon, and entries into VIP gift package drawings.
6. Corporate Sponsorships: Principal sponsor (Huntsman Foundation), presenting sponsor (Greater Zion), world champion sponsor, gold/silver/bronze medal sponsors, and ribbon sponsors at various tiers provide financial support.
7. Vendor Booth Fees: Vendor booth rentals at Dixie Convention Center ($1,200 for 2 weeks, 30 spots), Canyons Softball Complex ($1,500 for 2 weeks, 5 spots), Little Valley Pickleball Complex ($500 for 1 week, 4 spots).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

The Huntsman World Senior Games operates the world's largest annual multi-sport event for athletes aged 50 and over, hosting over 40 sports competitions across two weeks each October in St. George, Utah. The core deliverables are athlete registration access (individual and team), venue and officiating services for 40+ sports, opening ceremonies and festivities, health screenings, and qualification pathways to the National Senior Games. Event services are sold via registration fees, VIP experience packages, vendor booths, and corporate sponsorship tiers.

Product overview

The Huntsman World Senior Games (also known as The Senior World Championships since 2024) is a multi-sport event and platform for athletes aged 50 and over. The core offering is the biennial (held annually in October) multi-sport competition featuring over 40 sports including Archery, Basketball, Bowling, Cycling, Golf, Pickleball, Swimming, Tennis, Track & Field, and Triathlon. The platform includes online registration services (with early bird and regular pricing tiers), a VIP Experience Package add-on, Health Screenings program, Festivities programming (Opening Ceremonies, Concert, Friendship Festival), Active Life Radio podcast, Partner Finder and Team Finder features for matching athletes, and venue shuttle transportation services. The event is headquartered in St. George, Utah with partnerships with hotels and Enterprise car rental.

Differentiator

Problem solved

Functional benefit

Products and services

• Huntsman World Senior Games (The Senior World Championships) The largest annual multi-sport event in the world for athletes aged 50 and over, featuring over 40 different sports held for two weeks each October in St. George, Utah. Serves as a qualifying event for the National Senior Games.
• Sports Competition Programs Competition offerings across 40+ sports including Archery (3D and Target), Basketball (3-on-3 and 5-on-5), Bowling, Cycling, Golf, Pickleball, Swimming, Tennis, Track & Field, Triathlon, Volleyball, and specialty events such as Cowboy Action Shooting, Cornhole, Disc Golf, and Rowing. Designed for senior athletes aged 50 and over across age-divided brackets.
• Athlete Registration Online registration service providing athletes aged 50+ access to compete in the Games with individual athlete accounts, team registration management, and QR code confirmation delivery. Includes early bird and regular pricing tiers.
• VIP Experience Package Optional $49 add-on service offering expedited check-in, enhanced seating at premier events, a free walking tour, dinner, gift shop coupon, and entries into VIP gift package drawings. Sold to athletes and fans attending the Games.
• Health Screenings Free health screenings provided by universities and foundations including carotid artery ultrasound, flu shots, glaucoma, diabetes, high blood pressure, elevated cholesterol, and bone density screenings, supported by the George S. and Dolores Doré Eccles Foundation. Open to athletes and the broader community during the Games.
• Festivities Program Off-field event program including the Cauldron Lighting Ceremony, Opening Ceremonies, Concert & Celebration, Friendship Festival, John H. Morgan Endurance Club Awards, and Hall of Fame Banquet, available to registered athletes and spectators during the two-week Games.
• Vendor Booth Rentals Rental of vendor booth space at Dixie Convention Center, Canyons Softball Complex, and Little Valley Pickleball Complex during the Games, providing businesses with on-site access to 12,000+ senior athletes and spectators.
• Corporate Sponsorship Packages Tiered corporate sponsorship offerings (Principal, Presenting, World Champion, Gold Medal, Silver Medal, Bronze Medal, Ribbon) granting brand visibility through event signage, marketing materials, opening ceremonies, and on-site presence.
• Official Fan Registration Optional registration for friends and spouses of athletes at additional cost, providing official games shirt, ID badge, $10 dinner ticket, and health screening access during the Games.
• Team Sports Registration Team-level registration for basketball (3-on-3 and 5-on-5), soccer (women), softball (men and women), volleyball, and rugby priced at $100 per team, in addition to individual athlete registration requirements.
• Sport-Specific Participation Fees Per-sport participation fees layered on top of individual registration, covering officials, venue, equipment, and scoresheets. Example pricing includes Archery $35/person, Basketball $36/person/team, Bowling $18/event, Basketball Shoot $5/event, Bike Tour $10, Climbing $10/event.

Quantifiable outcome

• 12,000+ athletes participate annually
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered presenting, core, gold medal, white ribbon, world champion and official lodging.

• Greater ZionpresentingGTM or Marketing Partner · 1 January 2024Presenting sponsor representing the Greater Zion region in southwest Utah, including Zion National Park. Promotes the destination as a world-class sports tourism location while supporting the Games financially and through marketing visibility.
• National Senior Games Association (NSGA)coreStrategic or Co-development PartnerOfficial governing body whose qualification rules apply to multiple sports at the Games. The Huntsman World Senior Games serves as a qualifying event for the biennial National Senior Games, creating a formal competitive pathway for athletes.
• Intermountain Healthgold medalGTM or Marketing PartnerGold Medal Sponsor providing healthcare services and support. Promotes health and wellness alignment with the Games' active aging mission.
• Enterprise Car Rentalwhite ribbonGTM or Marketing PartnerOfficial car rental partner of the Games, offering vehicle rental services to visiting athletes and their families.
• Balance of Natureworld championGTM or Marketing PartnerWorld Champion Sponsor offering health and nutrition products. Aligns with the Games' focus on active aging and healthy lifestyles.
• La Quinta Inn and Suitesofficial lodgingChannel Partner/ Reseller/ DistributorOfficial Lodging Partner of the Games. Contributions help keep registration costs down. Located at 91 East 2680 South, St. George, UT 84790 with pet-friendly rooms, free breakfast, and pool.
• Best Western Plus Abbey Innofficial lodgingChannel Partner/ Reseller/ DistributorOfficial Lodging Partner and Gold Medal Sponsor. Located at 1129 South Bluff Street, St. George, UT 84770 near Dixie Convention Center.
• Hilton Garden Innofficial lodgingChannel Partner/ Reseller/ DistributorOfficial Lodging Partner. Located at 1731 South Convention Center Drive next to Dixie Convention Center, offering cooked-to-order breakfast and evening dining.
• Hyatt Place St. Georgeofficial lodgingChannel Partner/ Reseller/ DistributorOfficial Lodging Partner. Located at 1819 South 120 East, 3-minute walk from Dixie Convention Center. Offers free hot breakfast, fitness center, heated outdoor pool, and pet-friendly accommodations.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• USA Track & Field Masters: Governing body for masters (age 40+) track and field in the U.S. While HWSG hosts track & field as one of its 40+ sports, USATF Masters competes for masters athlete participation in that discipline specifically.

Direct peers

• Maccabiah Games: The Maccabiah Games are a quadrennial international multi-sport event with festival-style programming. Highly comparable in format (multi-sport competition, ceremonies, community identity) though serving a different community.
• Invictus Games Foundation: Operates the Invictus Games, an international multi-sport event for wounded, injured, and sick service members. Comparable as a multi-sport competition event with ceremony-driven, festival-style athlete experience similar to HWSG's opening ceremonies and friendship festival.
• Warrior Games (DoD): Annual multi-sport event for wounded, ill, and injured service members organized by the U.S. Department of Defense. Comparable as a multi-sport competitive event with structured registration, age/health divisions, ceremonies, and festival programming.
• State Games of America: U.S.-based multi-sport amateur athletic event series with similar festival and competition programming. Operates on a comparable model serving adult amateur athletes in multi-sport competition.
• International Masters Games Association (IMGA): Organizes international multi-sport masters events for adult athletes. Highly comparable to HWSG in multi-sport structure and senior athlete focus, with HWSG adopting the 'Senior World Championships' designation that positions against IMGA's World Masters Games.
• National Senior Games Association (NSGA): Governing body that runs the biennial National Senior Games for athletes 50+; HWSG is an NSGA qualifying event, making NSGA the most direct comparable in terms of event model, athlete demographic, and competition structure.
• North American Indigenous Games (NAIG): A multi-sport competition event for Indigenous athletes across North America. Comparable in being a multi-sport gathering with cultural/festival programming and age-based divisions, similar to HWSG's age-bracketed structure.

Regional players

• European Masters Games: Regional multi-sport event for masters athletes in Europe. Comparable multi-sport structure but operates in a different geography than HWSG, making it a regional/competing masters multi-sport competitor in a different territory.

Broad incumbents

• Special Olympics International: Runs multi-sport competition events with celebration and festival programming. While serving a different demographic, the operating model (multi-sport competition across many disciplines, festival programming, large sponsor ecosystem) is structurally similar to HWSG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLYatSx-QHOdb5VrcDdDbI7sCtFqNZLd_R
• Xx.com/WorldSeniorGame

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Huntsman World Senior Games