What EarthRuns does

EarthRuns, legally Earth Runs CIC, is a UK-registered Community Interest Company founded in 2020 by Natasha Acres, operating a virtual race platform that combines fitness activity with tree-planting and environmental impact. The platform enables runners, walkers, cyclists, and wheelchair users to register for virtual races at varying distances (2K to 100 miles), complete them at their own pace and location, submit completion evidence, and earn trees planted through verified partners including Amazon Conservation Team, One Tree Planted, and Kijani Forestry. A distinctive physical product offering accompanies the platform: handmade, biodegradable, plastic-free medals embedded with British wildflower seeds that, when planted, support bees and butterflies.

The company generates revenue through three streams: one-time race entry fees (with a minimum of two trees planted per entry), merchandise sales (principally the seeded medals), and corporate partnership arrangements for carbon offsetting, employee wellness, and ESG programmes. The New Shoots Schools Programme extends the model into education, allowing schools to run fitness challenges tied to trees planted in five global regions. Distribution is via the proprietary earthruns.com e-commerce site, with merchandise delivery currently restricted to UK addresses, though tree-planting impact spans 18 countries across five continents. Marketing relies on content (blog, Substack newsletter), organic social media (Facebook, Instagram, Twitter), and community building rather than paid acquisition.

EarthRuns is a sub-scale social enterprise with 1-10 employees, no disclosed external funding, and a non-differentiated core technology stack. The defensible elements are the seeded medal concept (marketed under the Better Medals sub-brand), community engagement, and partnership-based delivery infrastructure. Strategic priorities appear focused on expanding the corporate wellness segment and growing recurring engagement via the 1% Club and themed monthly challenges, while remaining UK-centric in commercial operations.

Name

EarthRuns

Legal name

Earth Runs CIC

Website

https://earthruns.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Earth Runs CIC is a UK social enterprise running a virtual race platform where participants earn trees planted globally and receive handmade biodegradable seeded medals, serving individual fitness enthusiasts, schools, and corporate ESG partners.

Ownership category

akta.pro rank

Product category

Virtual Event Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Forestry (800)

akta.pro primary industry

Forestry & Reforestation (BPAGAGAD)

akta.pro secondary industries

Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD), Outdoor, Adventure & Recreational Wellness Education (Hiking, Breathwork in Nature) (EDAAAHAO)

Keywords

• Virtual race platform
• Tree planting donations
• Biodegradable seeded medals
• Carbon offsetting programs
• Community interest company

Headquarters

HQ city

Guildford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Race Entry Fees: Participants pay race entry fees to register for virtual races. Entry fees contribute to tree planting donations and medal production costs. Entry fees are non-refundable and non-transferable.
2. Merchandise Sales: Sale of biodegradable seeded medals and other merchandise. Medals are handmade and support social enterprises.
3. Corporate Partnerships: Organisations sponsor or partner with EarthRuns for carbon offsetting, employee wellness programmes, and climate change initiatives. Corporate partners receive impact reports showing trees planted and environmental contributions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

EarthRuns is a UK-based Community Interest Company that organizes virtual running, walking, cycling, and rolling races where participants earn trees to be planted through partner reforestation organizations. The company also sells handmade biodegradable, plastic-free medals embedded with British wildflower seeds, and runs dedicated corporate partnership and schools (New Shoots) programs for carbon offsetting, employee wellness, and environmental education.

Differentiator

Problem solved

Functional benefit

Products and services

• Virtual Races Self-paced virtual races ranging from 2K to 100 miles (including 5K, 10K, half marathons, full marathons, and themed challenges) that participants complete anywhere and submit proof of completion. Each entry results in a minimum of two trees planted through partner organizations.
• Biodegradable Seeded Medals Handmade, plastic-free medals made from recycled materials containing British wildflower seeds; medals can be planted to grow wildflowers, and one tree is planted for every medal sold. Production supports social enterprises.
• New Shoots Schools Programme Programme for schools and educational groups that gets children active through fitness challenges and rewards them with trees planted in one of five global regions chosen by the school, linked to curriculum learning.
• Corporate Partnerships B2B offering for organisations seeking employee wellness programmes, corporate carbon offsetting, sustainability initiatives, and team building events; partners receive impact reports showing trees planted and environmental contributions.
• Monthly Challenge Races Recurring monthly themed challenge races where each month features a different tree species; the inaugural Willow theme represented renewal, growth, vitality and immortality.

Quantifiable outcome

• Trees planted in 18 countries across 5 continents
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and supporting.

• Amazon Conservation TeamcoreStrategic or Co-development PartnerWell-established not-for-profit organisation that plants trees and helps communities in which they work. The Amazon Conservation Team works on reforestation projects and reports back with evidence of tree species planted, survival rates, community engagement, and ecological benefits.
• One Tree PlantedcoreStrategic or Co-development PartnerWell-established not-for-profit tree planting organisation that works internationally. One Tree Planted helps communities and provides detailed reporting on tree species, survival rates, and ecological benefits of reforestation projects.
• Kijani ForestrysupportingStrategic or Co-development PartnerLocal reforestation partner working directly with 150 farmers in Paibona, Northern Uganda. Kijani Forestry established 7 nurseries in rural communities and has planted over 115,000 trees with higher than average survival rates. Uses Greenstand tracking technology.
• UK-based Tree Planting CharitiessupportingStrategic or Co-development PartnerCharitable organisations that plant trees in the United Kingdom, enabling UK-based tree races. These partnerships allow EarthRuns to offer local tree planting options for UK customers.
• Social Enterprises (Medal Production)supportingStrategic or Co-development PartnerSocial enterprises supported through the production of biodegradable seeded medals. Medals are handmade from recycled materials and support social enterprise operations.
• Wow CreativecoreImplementation/ SI/ Consulting PartnerDesign and marketing company that created and maintains the EarthRuns website. Wow Creative is a small design and marketing company operating for over 20 years, founded by Tash who also founded EarthRuns. The team crafts the unique medals and supports business operations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Run For Charity: Run For Charity aggregates charity running and virtual event partnerships for major UK and international charities. Comparable to EarthRuns in pairing fitness events with charitable/environmental impact at scale and in managing corporate and non-profit partner relationships.
• parkrun UK: parkrun operates free, weekly community running/walking events across the UK and beyond. Comparable to EarthRuns as a mass-participation fitness brand targeting amateur runners/walkers in the UK, with strong community and volunteer-driven engagement.
• One Tree Planted: One Tree Planted is a major non-profit reforestation organization with corporate partnerships and global planting across 80+ countries. Comparable as a planting-partner and brand reference for EarthRuns, and as a broader, well-funded incumbent operating in the same ESG/tree-planting space.

Regional players

• Trees For Cities: Trees For Cities is a UK-based urban tree-planting charity with corporate volunteering and partnership programmes. Comparable to EarthRuns on the UK tree-planting partnership side and on attracting corporate ESG engagement, but operates regionally and is not a virtual race operator.

Direct peers

• Virtual Runner UK: Virtual Runner UK is a UK-based virtual race operator selling medal-earning distance challenges with charity tie-ins. Highly comparable to EarthRuns on geography (UK), product (virtual race + medal bundles), and target customer (amateur runners/walkers).
• Tree-Nation: Tree-Nation is a reforestation platform that lets individuals and businesses plant trees for actions, purchases, or subscriptions. Direct overlap with EarthRuns on the "plant trees for an activity" model, B2B/B2G offering, and tree-planting partnership infrastructure.
• Charity Miles: Charity Miles turns walking, running, and cycling into corporate-sponsored donations to charities. Comparable to EarthRuns on pairing fitness activity with measurable charitable/environmental impact, and on engaging corporate sponsors for recurring revenue.
• The Conqueror: The Conqueror runs virtual fitness challenges globally where participants earn medals and support charities/planting projects. Directly comparable to EarthRuns on product (virtual race + medal + impact), customer (individual fitness enthusiasts), and business model (entry fee + merchandise).
• Race At Your Pace: Race At Your Pace offers virtual races and themed medals for runners/walkers worldwide with charitable giving options. Comparable to EarthRuns on virtual challenge mechanics, medal merchandising, and impact-driven positioning.

Emerging players

• Ecosia: Ecosia is a search engine that funds reforestation with its profits and offers an Ecosia-powered tree-planting ecosystem. Comparable to EarthRuns in using a daily user action to fund tree planting at scale, though distribution is via a different product surface (browser search vs. virtual races).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/earthruns4trees
• Facebookfacebook.com/earthrunsfortrees
• Instagraminstagram.com/earthrunsfortrees
• LinkedInlinkedin.com/company/earthrunsfortrees

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 EarthRuns