London Landmarks Half Marathon Limited

What London Landmarks Half Marathon Limited does

London Landmarks Half Marathon Limited (LLHM Ltd) is a non-profit private limited company incorporated in England and Wales in January 2017, operating as a wholly owned subsidiary of Tommy's, the UK's leading pregnancy charity focused on reducing miscarriage, stillbirth, and premature birth. The company's core product is the London Landmarks Half Marathon, an annual closed-road 13.1-mile race through both the City of London and the City of Westminster. The 2025 and 2027 editions are sized for approximately 20,000 participants and the 2023 edition set the current attendance record at 17,266 runners, with cumulative funds raised for the charity sector exceeding £54 million since the inaugural 2018 event.

The operating model centres on a public ballot system for limited race places (£61.50 per successful entrant), guaranteed allocations distributed through 400–680+ charity partners (growing from 400+ in 2023 to 680+ in 2025), a Corporate Challenge for enterprise teams anchored by Royal Bank of Canada as Official Event Sponsor, and a second-chance ballot priced at £49.99. Revenue is supplemented by virtual events (Local Landmarks 10K at £15 plus postage, Local Landmarks Challenge), official merchandise via Scimitar at llhm-merchandise.co.uk, personalised iTAB medal plates, and international charity place fees processed through the realbuzz platform across 10+ countries. Operational delivery is outsourced to The Great Run Company (40 years of mass-participation expertise), fundraising is intermediated through JustGiving (over £30 million raised since the 2018 partnership), and route access depends on long-standing partnerships with the City of London Corporation and Westminster City Council.

The organisation employs an approximately 15-person team under Race Director Lia Fyles and is structured into communications/engagement and partnerships functions. The event is 100% not-for-profit with all profits directed to Tommy's and partner charities. Beyond the core race, LLHM has extended its proposition through SheRACES accreditation (2024), wheelchair participant integration (2023), mascot dashes for children, partnerships with community running clubs (Black Girls Do Run, Fly Girl Collective, ASRA Run Club), and collaborations with Historic Royal Palaces, Beauty Banks, Coopah, XEMPO, and Trees for Cities. The COVID-19 disruption of 2020 (cancellation) and 2021 (two postponements) prompted the launch of the Local Landmarks virtual product line, which now functions as a year-round engagement channel.

Name

London Landmarks Half Marathon Limited

Legal name

LLHM Ltd

Website

https://llhm.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

London Landmarks Half Marathon Limited is a non-profit, wholly owned subsidiary of Tommy's charity that organizes the annual London Landmarks Half Marathon, a closed-road 13.1-mile race through Westminster and the City of London, distributing ~20,000 places via ballot, 680+ charity partners, and corporate teams.

Ownership category

akta.pro rank

Product category

Mass Participation Charity Running Events

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

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

Keywords

• Mass participation running events
• Charity fundraising races
• Half marathon events
• Not-for-profit running events
• Community running events

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, Supply Chain

Revenue model

1. Entry Fee Revenue: Revenue from successful ballot applicants (£61.50 per runner) and additional public place releases (£57.50). All profits go to Tommy's and charity partners.
2. International Charity Places: International charities can purchase guaranteed entries through realbuzz platform or participate in 'run with realbuzz' program where runners are invoiced when they reach fundraising milestones.
3. Official Merchandise: Official merchandise shop selling apparel, accessories, and custom medal plates through llhm-merchandise.co.uk, operated by Scimitar.
4. iTAB Medal Plates: Custom engraved medal plates commemorating runner achievements, sold directly through iTAB.
5. Virtual Events: Local Landmarks 10K virtual event at £15 + p&p with all profits going to Tommy's.
6. Sponsorship: Corporate sponsorship from Royal Bank of Canada and other partners for event activations, water stations, and marketing exposure.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

London Landmarks Half Marathon Limited operates the London Landmarks Half Marathon, an annual closed-road 13.1-mile race through central London landmarks in Westminster and the City of London. The company sells race entry through a public ballot system, charity partner places, and corporate team challenges, and distributes supporting products including official merchandise (via Scimitar), iTAB personalised medal plates, virtual running events, and inclusive support services. The event is 100% not-for-profit with all profits directed to Tommy's charity and 400-680+ partner charities.

Product overview

London Landmarks Half Marathon Limited operates the LLHM as its core product, a closed-road half marathon event organised by Tommy's baby charity. The offering is structured as a single flagship annual event (the London Landmarks Half Marathon) supported by several complementary products: charity place programme enabling 680+ partners to fundraise, a ballot entry system with automated allocation, official merchandise via Scimitar, iTAB medal customisation, and virtual events including Local Landmarks Challenge and Local Landmarks 10K. Additional services include the Corporate Challenge for team entries, Strava Club for community engagement, and SheRACES-accredited support services for female runners including pregnancy deferrals and breastfeeding support. The event is 100% not-for-profit with all profits supporting Tommy's and charity partners.

Differentiator

Problem solved

Functional benefit

Products and services

• London Landmarks Half Marathon (LLHM) The flagship annual central London half marathon - a closed-road 13.1-mile race through Westminster and the City of London, the only half marathon to pass through both. Organised by Tommy's baby charity, the event benefits 400-680+ charity partners and is open to individual runners, charity fundraisers, and corporate teams. Runners experience iconic landmarks including Big Ben, St Paul's Cathedral, and Tower of London.
• Local Landmarks Challenge A virtual solo running challenge where runners map a route around their own local landmarks completing 5K, 10K, or half marathon distance, earning an exclusive medal upon completion. Launched as a COVID-19 alternative and continued as a complementary offering.
• Local Landmarks 10K (#LCL10K) A virtual 10K event designed as training support for LLHM participants and open to all runners. Features a collectable medal series, with the first design based on the British Post Box. Entry fee £15 + p&p with all profits to Tommy's.
• Official LLHM Merchandise Official LLHM merchandise including running jackets, hoodies, and apparel, provided through a partnership with Scimitar and sold via the dedicated merchandise storefront at llhm-merchandise.co.uk.
• iTAB Medal Customisation Personalised medal plate service in partnership with iTAB, allowing runners to order custom engraved plates with their name and finish time. Plates fit into the recess on the reverse of the LLHM finisher medal and are sold directly through iTAB.
• Charity Places Programme A partnership programme enabling 400-680+ UK and international charities to secure allocated race places for runners who fundraise on their behalf. Includes official charity partners and international charity access via the realbuzz platform.
• Corporate Challenge A corporate team-building initiative where companies enter teams of runners to fundraise together for partner charities. Includes corporate stewardship support from the LLHM team and is sold to enterprises such as Royal Bank of Canada and Moore Kingston Smith.

Quantifiable outcome

• Over £54 million raised for charity since 2018
• +6 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

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

• Royal Bank of CanadaflagshipGTM or Marketing Partner · 13 January 2025Official Event Sponsor providing 'Lions of London' activation celebrating Royal Bank of Canada's mascot Leo the Lion and 10,000+ lion statues in London. RBC manages water stations, hosts cheer stations, supports top fundraisers, and kicks off the Mascot Dash. Has committed C$2 billion in community investments by 2035.
• JustGivingflagshipStrategic or Co-development Partner · 9 November 2022Official fundraising partner since 2018, providing secure online fundraising platform with leaderboards, dedicated event pages, and supporter tools. Partnership extended through 2025. Over £30 million raised through JustGiving since partnership began.
• The Great Run CompanycoreStrategic or Co-development Partner · 1 September 2020Official Event Delivery Partner since 2021, bringing 40 years of operational experience. UK's largest mass participation sport business organizing events including Great North Run, Great Manchester Run, and Great South Run. Supporting next phase of LLHM development.
• Tommy'scoreStrategic or Co-development Partner · 1 January 2017Tommy's is the parent organization and owner of LLHM Ltd. Founded in 1992, Tommy's is the UK's leading pregnancy charity working to reduce miscarriage, stillbirth and premature birth rates. All profits from LLHM go to Tommy's and their charity partners. Tommy's established LLHM Ltd in January 2017 as a wholly owned subsidiary.
• City of London CorporationcoreStrategic or Co-development PartnerLocal authority partner supporting LLHM since inception, instrumental in event's launch and continued development. Enables closed-road route through City of London.
• City of WestminstercoreStrategic or Co-development PartnerLocal authority partner supporting LLHM since inception, working with event organizers on route planning and logistics. Enables closed-road route through Westminster.
• XEMPOminorStrategic or Co-development PartnerProvides the pacer team for LLHM with over 30 pacers spread across waves to help runners achieve their personal best times.
• MindshareminorGTM or Marketing PartnerLeading UK media agency (part of GroupM/WPP) supporting LLHM marketing and advertising plans to ensure effective event promotion.
• ScimitarminorGTM or Marketing PartnerProvides official LLHM merchandise including running jackets, hoodies, and apparel. Run through llhm-merchandise.co.uk.
• CoopahminorStrategic or Co-development PartnerOfficial training partner providing 5-star rated run coaching app with personalized training plans. Also provides female-specific training advice in partnership with Tommy's midwives on running through pregnancy and returning post-partum.
• Book It Please / Blue Orchid HospitalityminorGTM or Marketing PartnerOfficial Accommodation Partner finding runners discounted accommodation across London. Owned by Blue Orchid Hospitality which provides donation back to Tommy's on every booking.
• Historic Royal PalacesminorStrategic or Co-development PartnerCustodians of six royal palaces including Kensington Palace and Hampton Court Palace. Collaboration showcases London's grand and quirky palace history along route. Provided Tower of London activation and 25% discount for runners.
• realbuzzminorChannel Partner/ Reseller/ DistributorInternational platform enabling overseas charities to buy places or use 'run with realbuzz' program. With 20+ years experience and 5,000+ charity partnerships across 10 countries, realbuzz supports international charity recruitment.
• Beauty BanksminorGTM or Marketing PartnerRefresh partner providing free sanitary products, tampons, towels, and personal care items at all toilet facilities. Exists to end hygiene poverty in UK, supporting diverse organizations including foodbanks and women's refuges.
• Northbank BIDminorGTM or Marketing PartnerLondon Heritage Quarter business improvement district. Sponsors Strand Performance Stage at Aldwych showcasing local music talent to encourage runners along the route.
• G-A-Y & Heaven NightclubminorGTM or Marketing PartnerLGBTQ+ venue partnering to plant tree in Whitehall Gardens celebrating LGBTQ+ running community as part of Queen's Green Canopy initiative and LLHM's diversity and inclusion efforts.
• Moore Kingston SmithminorGTM or Marketing PartnerTop 10 UK accountancy firm celebrating centenary in 2023 by sponsoring water station and fielding 100 runners to fundraise for Tommy's, aiming to raise £25,000.
• Black Girls Do RunminorStrategic or Co-development PartnerCommunity running club partnered with LLHM to empower and encourage Black women to participate in mass-participation running events.
• Fly Girl CollectiveminorStrategic or Co-development PartnerCommunity running club partnered with LLHM to support and promote running among diverse communities.
• ASRA Run ClubminorStrategic or Co-development PartnerCommunity running club partnered with LLHM to increase accessibility and participation in running events.
• Trees for CitiesminorGTM or Marketing PartnerRBC Signature Charity partner receiving 10 runner places donated by Royal Bank of Canada for LLHM 2026. Urban greening charity working to improve community wellbeing through tree planting.
• The King's TrustminorGTM or Marketing PartnerRBC Signature Charity partner receiving 10 runner places donated by Royal Bank of Canada for LLHM 2026. Youth empowerment charity helping young people develop skills and confidence.
• Ronald McDonald House Charities UKminorGTM or Marketing PartnerRBC Signature Charity partner receiving 10 runner places donated by Royal Bank of Canada for LLHM 2026. Charity providing free accommodation near hospitals for families of sick children.

Scale indicators8 records

Recent moves4 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LLHalf
• YouTubeyoutube.com/channel/UCd8iiH9VzJhsDdwLCUaDnRA
• Facebookfacebook.com/londonlandmarkshalf
• Instagraminstagram.com/londonlandmarkshalf
• LinkedInlinkedin.com/company/london-landmarks-half-marathon-limited

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 London Landmarks Half Marathon Limited