The Race Organiser

What The Race Organiser does

The Race Organiser, trading as AAT Events Limited, operated a web-based platform connecting mass-participation sporting event organisers with participants across the United Kingdom, focused on running (5K through ultra marathon), triathlon, duathlon, aquabike, and open-water swimming events held at notable venues including Silverstone, Queen Elizabeth Olympic Park, and Dorney Lake. The platform enabled organisers to create free accounts, publish feature-rich event listings (course maps, custom entry questions, pricing, imagery), and collect registration fees via Stripe's Facilitated Payment Model, with secure credit and debit payment processing and automated receipts. The company operated three retained sub-brands — The Race Organiser (main platform), Purple Patch Running (Oxfordshire and Berkshire running/duathlon events), and F3 Events (Thames Valley triathlon and multisport events) — and supported ancillary services including souvenir merchandise sales (£10–£35 per item), on-site registration (£5 surcharge), coach transfers, and results delivery via Kronos Sports integration with UK Athletics licensing. The business monetised primarily through per-transaction service fees paid by event organisers and used a horizontal segmentation approach targeting recreational runners, triathletes, families with junior participants, and charity fundraisers, with marketing driven by organic social media, over 40,000 participant reviews, and a Strava club. In 2022 the company announced it had entered administration due to bankruptcy caused by two-plus years of market challenges, and RunThrough Events assumed operation of the majority of impacted events.

Name

The Race Organiser

Legal name

AAT Events Limited

Website

https://theraceorganiser.com

Company type

Private

Founded year

2013

Operating status

Closed

Headcount range

11–50 employees

Short description

The Race Organiser (AAT Events Limited) operated a UK web-based event registration platform for mass-participation running, triathlon, and duathlon events, serving recreational athletes, families, and charity fundraisers via sub-brands Purple Patch Running and F3 Events, before entering administration in 2022.

Ownership category

akta.pro rank

Product category

Sports Event Organization

NAICS

Other Spectator Sports (711219), Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

akta.pro secondary industries

Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB), Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL)

Keywords

• Race event management
• Event registration platform
• Running event organization
• Triathlon event services
• Mass participation sports

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Organisers pay a pre-agreed fee to The Race Organiser for each transaction processed through the platform. The platform enables third-party event organizers to collect entry fees from participants.
2. Merchandise Sales: Sale of event souvenir merchandise including T-shirts, hoodies, training tops, beanies, and cycling jerseys. Products priced from £10-£35 and available for collection at events or delivery.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Race Organiser operates a web-based event registration platform that enables sporting event organisers to publicise events, collect registration fees, and manage entries via Stripe payment processing. The company also directly organizes running, triathlon, duathlon, and multisport events across the UK under sub-brands AAT Events, Purple Patch Running, and F3 Events, alongside branded souvenir merchandise and coach transfer services.

Product overview

The Race Organiser operates a web-based event registration and management platform that connects sporting event organisers with participants. The core platform enables event promotion, online registration, and payment processing via Stripe. The company portfolio includes three sub-brands: AAT Events Limited (running and multisport events including The Fox Ultra, Surrey Half Marathon, and Guildford 10K), Purple Patch Running (running events including half marathons, duathlons, and trail runs), and F3 Events (triathlon, duathlon, and aquabike events). The company also offers event merchandise (T-shirts, hoodies, beanies, cycling jerseys) branded for specific events, coach transfer services, and results management through integration with Kronos Sports. Note: The Race Organiser, AAT Events, Purple Patch Running, and F3 Events entered administration in 2022 due to bankruptcy, with RunThrough Events taking on the majority of impacted events.

Differentiator

Problem solved

Functional benefit

Brands

• Purple Patch Running: Running events and duathlon brand operating events in Oxfordshire, Berkshire, and surrounding areas including Maidenhead Half Marathon, Grand Union Canal Half Marathon, Heyford Airbase Duathlon, and Frome Half Marathon.
• F3 Events

Products and services

• The Race Organiser Platform A web-based event registration platform that enables sporting event organisers to publicise events, collect registration fees, and manage event entries with secure payment processing via Stripe.
• AAT Events (Running & Multisport Events) A sub-brand organizing running and multisport events across UK venues, serving recreational runners and multisport athletes.
• Purple Patch Running Events A sub-brand specializing in running events including half marathons, 10K, 5K races, duathlons, and fun runs across the UK.
• F3 Events (Triathlon & Multisport) A sub-brand focused on triathlon, duathlon, aquabike, open water swimming, and multisport events in the Thames Valley and surrounding areas.
• Running Event Souvenir Merchandise Souvenir merchandise branded for specific events including T-shirts (£15), Hoodies (£30), Training Tops (£30), Beanies (£10), and Cycling Jerseys (£35), available for collection at events or delivery.
• Coach Transfer Services Transportation services for selected events offering coach transfers to and from event locations at £9 per booking.

Quantifiable outcome

• Over £300,000 raised annually for charity partners
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered major, core, secondary and minor.

• RunThrough EventsmajorChannel Partner/ Reseller/ Distributor · 1 January 2022UK's largest mass participation event organiser stepped in to take on the majority of events after The Race Organiser went into administration. RunThrough agreed to look after anyone affected to ensure existing entries are not lost, organising events in 2022 and 2023.
• StripecoreTechnology or IntegrationFacilitated Payment Model (FPM) provider for processing all credit and debit card payments. All monetary transactions are transferred through Stripe's payment infrastructure.
• Let's Do ThiscoreChannel Partner/ Reseller/ DistributorBooking provider that contacted all participants who had entered an event affected by the administration announcement to manage existing entries.
• Harrison's FundsecondaryGTM or Marketing PartnerHeadline charity partner for Mercer Surrey Half Marathon. Charity committed to finding a cure for Duchenne Muscular Dystrophy affecting Harrison and 2,500 other UK children.
• The Eikon CharitysecondaryGTM or Marketing PartnerOfficial charity partner for Mercer Surrey Half Marathon. Charity supports children and young people to thrive by overcoming difficulties, becoming resilient, and developing into confident adults.
• Kate Percy'sminorGTM or Marketing PartnerHealthy Eating Partner for Mercer Surrey Half Marathon 2022. Expert in nutrition for runners with three best-selling cookbooks providing cooking demonstrations and free samples at events.
• Pace PocketsminorGTM or Marketing PartnerSponsor providing Pace Pockets (fabric wristbands with storage pocket) and Pace Transfers (temporary tattoos) with half marathon split times for event participants.
• RunrminorGTM or Marketing PartnerFitness and lifestyle brand sponsoring Henley Culden Faw Half Marathon with spot prizes. Brand celebrates runners regardless of speed or distance.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Let's Do This: UK-based mass participation event marketplace and registration platform that aggregated The Race Organiser's events and competitors' events. Comparable as both a channel partner and a direct platform competitor.
• Human Race: Established UK mass participation event organiser producing triathlons, running events, cycling sportives, and swimming events. Directly comparable in event portfolio breadth and target participant base to The Race Organiser.
• RunThrough Events: UK's largest mass participation organiser that directly absorbed The Race Organiser's event portfolio in 2022 and now operates the majority of its former events. Direct competitor across road running, half marathons, and triathlon segments at similar UK venues.
• SiEntries: UK event registration platform serving running, cycling, triathlon, and other mass participation events. Comparable platform offering with similar target customer base of small-to-medium event organisers and direct participants.
• Entry Central: UK-based online entry platform for running, cycling, and multisport events. Directly comparable as a registration platform technology provider serving event organisers, with similar Stripe-style payment processing model.
• Threshold Sports: UK endurance and running event organiser known for ultra-distance and mass participation events. Directly comparable in event management operations and participant audience to The Race Organiser.

Regional players

• Race Roster: North American event registration platform for running, cycling, and triathlon events. Comparable in platform technology and target market, but primarily serves a different geographic territory.

Broad incumbents

• Active Network: Large US-headquartered event registration and activity management platform serving endurance events globally. Comparable as a registration platform technology incumbent but at much larger scale and broader geographic footprint.

Emerging players

• The Fix Events: UK-based running event organiser operating smaller mass participation races. Comparable event management operations and target participant base, though at a smaller scale than The Race Organiser's pre-administration portfolio.

Others

• Kronos Sports: UK race timing and results management platform that integrated with The Race Organiser for results publishing. Comparable as an enabling technology provider in the same ecosystem rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/race_organiser
• Facebookfacebook.com/TheRaceOrganiser
• Instagraminstagram.com/aatevent
• LinkedInlinkedin.com/company/the-race-organiser

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 The Race Organiser