Massive

What Massive does

Massive is a UK-based private event services company founded in 2010, specializing in mass participation, charity, major sporting, and outdoor events. The company delivers end-to-end event management including planning, stakeholder engagement, logistics, branding, wayfinding infrastructure, staffing, research, and on-site operations. It operates from a Leeds headquarters with regional offices in London, Northumberland, and York, plus a dedicated Hertfordshire warehouse that houses a proprietary stock of reusable event infrastructure including gantries, truss cubes, signage systems, flags, mobile billboards, fence scrim, and bespoke structures. A parallel research arm publishes annual sector benchmarking reports — Top 25 (since 2013), Mass Participation Pulse, Event Fundraising Monitor, Virtual Fundraising Monitor, and Sports Fundraising Snapshot — that function as both thought leadership and inbound lead-generation assets.

Revenue is generated through project-based professional services fees across four primary segments: charities and non-profits (Cancer Research UK, Alzheimer's Research UK, Blood Cancer UK, Shelter, Chester Zoo, Macmillan, Alzheimer's Society), sports rights holders and event organisers (Formula 1 across all 24 global races, London Marathon Events for nearly a decade, Brighton Marathon, Boat Race Company, Ultimate Tennis Showdown), corporate brands and agencies (KPMG for the nationwide Big Walks series, Marston's, Patagonia, Adnams, Aldi, Ascot), and local authorities and government (Mayor of London for the NYE celebration). Sister company Event People supplies a nationwide network of 3,000+ trained crew, volunteers, and brand ambassadors across 30+ university partnerships, providing a captive staffing pipeline for Massive's projects.

The go-to-market is consultative and relationship-driven with no public pricing or self-serve channel; long-tenured client relationships (London Marathon Events nearly 10 years, Brighton Marathon since 2018, F1 since 2018) form the commercial backbone. The company is privately held with no disclosed external investment or parent entity, operates primarily in the UK with global delivery capability via its F1 contract, and maintains UK GDPR and ISO 14001-aligned sustainability commitments including Scope 1-3 emissions reporting via the TRACE by isla platform.

Name

Massive

Legal name

Massive Ltd

Website

https://massive.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Massive is a UK-based event services firm delivering end-to-end event management, branding, wayfinding, staffing, and research for mass participation, charity, sporting, and outdoor events. It serves charities, sports rights holders, corporate brands, and government clients across the UK and globally via its Formula 1 fan zone contract.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Corporate Event Planning & Management Services (Agencies/Planners) (MPAGAHAL)

akta.pro secondary industries

Crowd Management & Queue Management Staff (HSACAEAD), Event Security & Crowd Management (IMAIAEAD)

Keywords

• Event management services
• Mass participation events
• Brand activation services
• Event logistics solutions
• Charity fundraising events

Headquarters

HQ city

Leicester

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Management Services: Full-service event delivery from early planning and stakeholder engagement through to logistics, branding, infrastructure, staffing and on-site management. Revenue generated through professional services fees for project management, production management, and operational delivery.
2. Branding & Wayfinding: Design, production and installation of event signage and branded infrastructure including gantries, scrim, cubes, signage systems, mapping, flag lines and more. Can work with client designs or develop full event branding systems.
3. Event Staffing (via Event People): Sister company Event People provides experienced, professional staff for events across the UK. Nationwide staffing network supplying temporary event staff for various roles.
4. Research & Consultancy: Industry research publications including Event Fundraising Monitor, Mass Participation Pulse, and Top 25 report. Collaborative research programme for benchmarking and sector insight.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Massive is an event services company that plans, brands and delivers mass participation events on behalf of charities, sports rights holders, brands and government clients. Its core deliverables cover event management, branding & wayfinding infrastructure, warehousing and logistics, event staffing (via Event People), sports rights advisory and bespoke research/consultancy publications such as The Massive Top 25.

Product overview

Massive is an event services company providing specialist services for mass, major, and outdoor events. The company operates a platform of integrated service offerings centered around Event Management (full end-to-end delivery), Branding & Wayfinding (physical infrastructure and signage), Research & Consultancy (sector benchmarking reports), and Warehousing & Logistics. The product portfolio includes a catalogue of reusable physical branding and signage products including Giant Cubes, Sign Structures, Flags, Gantries, Fence Branding, Finger Pointers, Maps & Backdrops, Giant Letters, Photo Frames, Mobile Billboards, and Other Structures (marquees, stages, bars). The Research & Consultancy division produces industry reports including The Massive Top 25, The Mass Participation Pulse, The Event Fundraising Monitor, The Virtual Fundraising Monitor, and Sports Fundraising Snapshot. Staffing services are delivered through sister company Event People. The company does not offer a public API.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Management

Quantifiable outcome

• Over £1.3 billion raised through mass participation events supported over 10 years
• +4 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and flagship.

• Alzheimer's Research UKcoreStrategic or Co-development Partner · 1 January 2023Designed and delivered pilot series of Walk For A Cure events - accessible 5km walking events. Delivered three pilot events in 2023, expanded to six locations in 2024 with over 3,000 walkers raising £300,000.
• Ultimate Tennis Showdown (UTS)coreStrategic or Co-development Partner · 1 January 2022UK delivery partner for UTS Grand Final in London. Delivered first edition with just 7 weeks notice at ExCeL London in 2022, then moved to Copper Box Arena in 2024. Now in third consecutive year. Provides full event project management, supplier coordination, branding and temporary staffing.
• Identity (Mayor of London)coreImplementation/ SI/ Consulting Partner · 1 January 2022Joined delivery team for Mayor of London's New Year's Eve celebrations in 2022. Provides wayfinding and signage strategy, crowd control planning, event staffing, security coordination, and volunteer management. Over three years, introduced new signage approach and Last Mile Managers.
• KPMGcoreStrategic or Co-development Partner · 1 January 2021Partnered with KPMG on Big Walks since launch in 2021. Delivers nationwide employee engagement walking events across Scotland, North, Midlands, London and South. Supporting three charity partners: NSPCC, Marie Curie and FareShare. Growing annually with 2025 expansion including corporate family day.
• Formula 1 (Formula One Management)flagshipStrategic or Co-development Partner · 1 January 2018Began working with Formula One Management in 2018 as consultants reviewing fan zone delivery. By 2019 supporting planning and fan engagement at races worldwide. From 2021 became official Event Delivery Managers for fan zones at each race. Expanded in 2022 to include branding and wayfinding. Delivered staffing for all 24 races in 2023.
• Event PeoplecoreStrategic or Co-development PartnerSister company built by the team behind Massive. Event People provides skilled temporary event staffing across the UK with a network of 3,000+ trained crew, volunteers and brand ambassadors. They have partnerships with 30+ universities and colleges. Event People supplies staffing for Massive's events and operates as a separate but aligned staffing agency.
• London Marathon EventsflagshipStrategic or Co-development PartnerTrusted delivery partner for almost a decade delivering start zones of the London Marathon at Blackheath Park. Also supports Brighton Marathon Weekend. Manages live broadcast coordination with BBC, operational oversight for 200+ event staff, and experience for 40,000+ participants annually.
• Chester ZoocoreStrategic or Co-development PartnerPartnered with Chester Zoo's fundraising team to deliver Run for Nature - a high-quality family charity running event supporting species conservation. Full event delivery including production, operations, and project management. Working to introduce new 1-mile family route for 2025.
• Brighton Marathon Events / Grounded EventscoreStrategic or Co-development PartnerWorking on Brighton Marathon since 2018. Initially supported original team at Grounded Events, continued when London Marathon Events took over in 2022. Supports start, finish and route delivery with full event production services.
• Blood Cancer UKcoreStrategic or Co-development PartnerDelivered inaugural Walk of Light event - a mass participation evening challenge at Cannon Hill Park, Birmingham. Event has run for two consecutive years with growing participation. 400 participants in pilot year exceeding fundraising targets.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• MKG: Global experiential marketing holding company (formerly Sparks + MKG) producing live events, brand activations and content for major brands. Competes for the same corporate sponsorship and experiential budgets as Massive but with proprietary creative and measurement capabilities.
• Octagon: Global sports and entertainment marketing agency (a division of IPG) with rights-holder consulting and event delivery practices. Comparable on sporting-event fan-zone delivery and brand-activation work, but operating at significantly larger global scale.
• Jack Morton Worldwide: Global brand experience agency with significant UK presence offering end-to-end experiential marketing, events and brand activation. Overlaps with Massive's full-service delivery model but at materially larger scale, with international offices and broader martech capabilities.
• Wasserman: Global sports, music and experiential marketing agency with deep sports-rights-holder relationships. Direct overlap with Massive on sporting fan-zone delivery (e.g., F1 ecosystem) and charity/sponsorship activation work.
• George P. Johnson Experience Marketing: Global experiential and event marketing agency delivering large-scale brand experiences, conferences and major events for enterprise clients. Comparable end-to-end delivery approach but with significantly more resources and international footprint.

Direct peers

• Lever Events: Mid-sized UK events agency offering end-to-end event production and brand activation. Operates in the same corporate and charity event space as Massive with similar asset-light, consultative service model.
• Identity: London-based live events and brand experience agency operating in the UK charity and public-sector event space. Directly comparable to Massive — the two were co-delivery partners on the Mayor of London's New Year's Eve celebrations — and competes for many of the same corporate, charity and government briefs.
• Velocity Events: UK-based event production and delivery agency serving corporate clients with end-to-end event management, branding and on-site delivery. Comparable in scale, breadth of service offering and B2B target customer base (corporates and rights holders).
• The Events Company: UK event management and brand activation agency covering corporate launches, conferences and major live events. Comparable on B2B consultative model, infrastructure-based delivery and similar target buyer (corporate brand teams and agencies).
• Outline Events: UK live events production company delivering corporate events, brand activations and large-scale outdoor experiences. Overlaps directly with Massive on end-to-end delivery and infrastructure-heavy outdoor event work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/youcanbemassive
• Facebookfacebook.com/youcanbemassive

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Massive