Totalsports

What Totalsports does

Totalsports is a South African sportswear brand that serves as the title sponsor of the Totalsports Women's Race, an annual women-only road running event series held across three major cities — Durban, Cape Town, and Johannesburg — during Women's Month in August. Launched in the Western Cape in 2001, expanded to Johannesburg in 2007, and to Durban in 2011, the event has run for 25 years and is described as South Africa's largest Nationwide Women's Day celebration, drawing over 28,000 runners and walkers annually (35,000 combined across the three 2025 legs). Each city leg offers a 5km and 10km course with a finisher medal, event performance t-shirt (locally produced by TFG Prestige Clothing), electronic timing chip, sponsor gifts, route entertainment, and post-race concerts featuring South African artists.

The event is organized by Stillwater Sports and operates on a two-stream commercial model. The consumer stream derives from race entry fees of R115–R210 per participant (varying by city and 5km/10km tier, with optional ASA temporary licence add-ons). The B2B stream derives from title and category sponsorship: flagship partner Foschini (three-year deal from 2026), core partners Nike (technical shoe) and Absa, and a broader partner stack including Heart FM, METRO FM, Coca-Cola Peninsula Beverages, Foschini Beauty, NIVEA, Garmin, Super Rent, and Chery SA. Registration is self-serve through the onreg.com platform and Google Forms for group entries, with race pack collection at designated venues. PinkDrive is the official charity partner of nearly 13 years, providing free breast cancer screening on-site, and the event has built a participatory community around cancer survivor ambassadors, running clubs, and group entries.

Name

Totalsports

Legal name

Totalsports

Website

https://totalsportswomensrace.co.za

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Totalsports is the title sponsor of the Totalsports Women's Race, South Africa's largest nationwide Women's Day celebration — an annual 5km/10km road running series held across Durban, Cape Town, and Johannesburg each August, serving recreational runners, elite athletes, and charity beneficiaries with over 28,000 participants annually.

Ownership category

akta.pro rank

Product category

Road Running Event Management

NAICS

Other Spectator Sports (711219), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)

Keywords

• Women's road running
• Mass participation running
• Sportswear retail
• Race event sponsorship
• Women's sports events

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Race Entry Fees: Participants pay fixed entry fees to register for 5km or 10km distances. Entry fees vary by city and include or exclude an ASA temporary license. This is the primary direct revenue stream from consumers.
2. Title and Official Sponsorship: Totalsports holds the title sponsorship. Additional official partners (Foschini, Nike, Absa, Foschini Beauty, Heart FM) pay sponsorship fees in exchange for brand visibility, product inclusion in race packs, activations at events, and association with the Women's Month celebration. This represents the primary B2B revenue model.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Totalsports is a South African sportswear retailer that serves as the title sponsor, brand steward, and commercial operator of the Totalsports Women's Race, an annual women-only road running event held across Durban, Cape Town, and Johannesburg during Women's Month in August. The event is sold to consumers as paid 5km and 10km race entries (R115-R210 per entrant, varying by city and licensed status) that include race numbers with timing chips, performance t-shirts, finisher medals, sponsor gifts, and access to race village entertainment. Revenue is generated through these consumer race entry fees and through B2B title and official sponsorship deals with brands such as Foschini, Nike, Absa, Heart FM, and Foschini Beauty, alongside a long-running PinkDrive charity partnership supporting breast cancer awareness.

Product overview

Totalsports operates as a sports retail brand and event organizer. The core product offering includes the Totalsports Women's Race, an annual road running event series held across three major South African cities (Durban, Cape Town, and Johannesburg) during Women's Month in August. The event features 5km and 10km running and walking distances, with entry packages that include race numbers with timing chips, technical performance t-shirts, finisher medals, and sponsor gifts. The series proudly supports PinkDrive as its official charity partner, focusing on breast cancer awareness and early detection. The event is organized by Stillwater Sports and has been running since 2001.

Differentiator

Problem solved

Functional benefit

Products and services

• Totalsports Women's Race An annual women-only road running event series held across three South African cities (Durban, Cape Town, Johannesburg) in August, featuring 5km and 10km distances, entertainment, and charitable support for PinkDrive breast cancer awareness. Aimed at women of all ages, backgrounds, and fitness levels, from recreational walkers to elite international athletes.
• Durban Women's Race The Durban leg of the Totalsports Women's Race series, taking place at Suncoast Casino with 5km and 10km distances; the 2026 event is scheduled for 02 August 2026.
• Cape Town Women's Race The Cape Town leg of the Totalsports Women's Race series, starting at Darling Street and finishing at Grand Parade; the 2026 event is scheduled for 09 August 2026.
• Johannesburg Women's Race The Johannesburg leg of the Totalsports Women's Race series, held at Mark's Park in Emmarentia; the 2026 event is scheduled for 16 August 2026.
• Race Entry Packages Paid race entry packages for the Totalsports Women's Race including race number with electronic timing chip, event performance t-shirt, finisher medal, sponsor gifts, and access to route entertainment and race village activities. Pricing varies by city and distance (e.g., Durban 2026: 10km R155, 5km R120; Johannesburg 2025: 10km licensed R150, 10km unlicensed R200-R210, 5km R115; ASA temporary licence add-on R60; R75 substitution fee).

Quantifiable outcome

• Over 28,000 participants expected in 2026 across three cities
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered flagship, core and minor.

• FoschiniflagshipGTM or Marketing Partner · 29 June 2026Foschini is an official partner of the Totalsports Women's Race under a new three-year partnership commencing in 2026. Foschini celebrates and empowers women through fashion, lifestyle and meaningful experiences. Beauty products were included in 2025 race packs to strong entrant reception, with more Foschini products planned for race packs in 2026 and beyond. The partnership was announced on 29 June 2026.
• Heart FMcoreGTM or Marketing Partner · 1 January 2025Heart FM, Cape Town's best-loved commercial radio station, joined as the official Radio and Media Partner for the Cape Town leg of the 2025 Totalsports Women's Race. Broadcasting across the Western Cape, Heart FM amplifies event reach through radio mentions, on-air personality coverage, and community-driven programming to inspire participation.
• PinkDriveflagshipStrategic or Co-development PartnerPinkDrive is the official charity partner of the Totalsports Women's Race, having supported the event for nearly 13 years. An NPC dedicated to improving breast cancer awareness, education, and providing free services to medically uninsured South Africans. PinkDrive nurses conduct free clinical breast examinations at each of the three event cities and educate participants on self-breast examinations. R158,584 was raised for PinkDrive after the 2024 events.
• NikecoreGTM or Marketing PartnerNike is the official Technical shoe partner of the Totalsports Women's Race. Nike presents warm-up sessions in the start chute prior to race starts and provides sponsor gifts included in race packs. Nike branded activations visible at race villages.
• AbsacoreGTM or Marketing PartnerAbsa is an official partner of the Totalsports Women's Race, supporting the event across Durban, Cape Town, and Johannesburg. Absa's RUN YOUR CITY series is mentioned in proximity to the event.
• Coca-Cola Peninsula BeveragesminorGTM or Marketing PartnerCoca-Cola Peninsula Beverages provides sponsor activations and product sampling at the Cape Town event race village, contributing to the festive race-day atmosphere.
• City of Cape TowncoreOthersThe City of Cape Town is a partner of the Totalsports Women's Race, providing road closure approvals, municipal support, and logistical backing for the Cape Town event.
• eThekwini MunicipalitycoreOthersThe eThekwini Municipality (Durban) supports the Totalsports Women's Race Durban through road closure approvals and municipal infrastructure cooperation for the beachfront event.
• City of JohannesburgcoreOthersThe City of Johannesburg supports the Totalsports Women's Race Joburg through municipal cooperation, road closures, and local government endorsement.
• METRO FMminorGTM or Marketing PartnerMETRO FM is a partner of the Totalsports Women's Race, contributing to the event's media reach and broadcast presence in the South African radio landscape.
• Super RentminorStrategic or Co-development PartnerSuper Rent joined as the official logistics partner of the Totalsports Women's Race in 2024, providing logistical support for event operations and race village setup.
• NIVEAminorGTM or Marketing PartnerNIVEA was welcomed as the official skincare partner of the Totalsports Women's Race in 2024, providing skincare products and activations for race participants.
• GarminminorGTM or Marketing PartnerGarmin was the official watch of the 2022 Totalsports Women's Race, providing timing and GPS technology partnerships for the event.
• TFG Prestige ClothingminorStrategic or Co-development PartnerTFG's Prestige Clothing produces the Totalsports Women's Race t-shirts locally in South Africa, described as a 'by women for women' initiative, with t-shirts included in race packs.
• Chery South AfricaminorGTM or Marketing PartnerChery South Africa was the Official Vehicle Partner of the Totalsports Women's Race in 2022, providing vehicles for event logistics and official functions.
• Foschini BeautycoreGTM or Marketing PartnerFoschini Beauty is an official event partner for 2025, adding beauty products and giveaways to the event. Beauty products were included in race packs, and touch-up and refreshment stations were planned along routes. Foschini Beauty is a division of The Foschini Group (TFG).
• Athletics South Africa (ASA)coreOthersASA is the governing athletics body that sanctions the Totalsports Women's Race events and provides official temporary race licences for participants who are not ASA-registered runners.
• Western Province Athletics (WPA)coreOthersWestern Province Athletics is the regional athletics governing body for the Cape Town event, collaborating on event delivery and participant registration.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Old Mutual Two Oceans Marathon: Major Cape Town-based marathon and ultra-marathon weekend organised by the Two Oceans Marathon NPC. Comparable as an established SA mass-participation road running property with multi-tier title sponsorship, Cape Town municipal dependency, and ASA sanctioning, though at longer distance and not women-only.
• Comrades Marathon: South Africa's flagship ultra-distance road running event between Durban and Pietermaritzburg. Comparable as a major SA mass-participation road running property with established sponsor ecosystem, ASA sanctioning, and municipal dependency, though at much longer distance and broader (co-ed) participant base.

Regional players

• Stellenbosch Marathon: Marathon and half-marathon event held in the Western Cape winelands region. Comparable as a Western Cape-based mass-participation road running event with ASA sanctioning and growing sponsor interest, though smaller in scale and geographically narrower than the three-city Totalsports Women's Race.
• Cape Town Cycle Tour: World's largest timed mass-participation cycling event held annually in Cape Town. Comparable as a Cape Town-based, large-scale mass-participation sporting event with tiered sponsor ecosystem and municipal road closure approvals, though in cycling rather than road running.
• Old Mutual Soweto Marathon: Mass-participation marathon held in Soweto with Old Mutual as title sponsor. Comparable on South African road running mass-participation format and title-sponsor-driven model, though it serves a more focused Soweto/Johannesburg catchment rather than the Totalsports Women's Race's three-city national footprint.

Direct peers

• Absa RUN YOUR CITY Series: Multi-city 10km road running series operated by Absa across major South African metros. Closely comparable to the Totalsports Women's Race on multi-city 10K format, mass-participation scale, Absa sponsorship overlap, and event-day operational model, although not women-only.
• Spar Women's Challenge: South Africa's largest women-only road running series, holding 5km and 10km events across multiple cities in partnership with Spar Group. Directly comparable to the Totalsports Women's Race on women's-only positioning, mass-participation format, multi-city national scale, and corporate title-sponsorship model.
• Joburg City Marathon: Johannesburg's flagship marathon, also supported by Absa. Directly comparable on Joburg geography, mass-participation road running format, ASA sanctioning, and shared sponsor ecosystem with the Totalsports Women's Race, though at marathon distance rather than 5K/10K.
• Sanlam Cape Town Marathon: Marathon-distance race held in Cape Town with growing international profile. Directly comparable on Cape Town geography, ASA sanctioning, mass-participation scale, and tiered sponsor ecosystem (including Absa as series partner), though at full marathon distance rather than 5K/10K.

Emerging players

• parkrun South Africa: Free, weekly 5km community running events across South Africa. Comparable on mass-participation 5K format, community-led growth, and broad South African geographic footprint, though operating on a non-commercial, free-to-participate model rather than a paid event series.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/WomensRace
• Facebookfacebook.com/womensrace
• Instagraminstagram.com/womensraces

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 Totalsports