Ultra Events
Ultra Events LTD is a UK-based experiential events and DTC e-commerce company that runs free training programs in white collar boxing, MMA, and adventure events, with participants fundraising for major UK charities and subsequently purchasing training kit, apparel, and nutrition merchandise.
- Company typePrivate
- Founded2017
- HeadquartersDerby, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Ultra Events does
Ultra Events LTD is a UK private limited company incorporated in 2017 and headquartered in Derby, England, with 48 employees and a wholly-owned subsidiary, Ultra Merchandise Limited. The company operates a vertically integrated business model that combines experiential charity events with direct-to-consumer e-commerce. Its core offering is a free eight-week professional training program in disciplines such as white collar boxing, MMA, and adventure events, in which participants commit to fundraising for partnered UK charities including the Mental Health Foundation, British Heart Foundation, Cancer Research UK, and Make-A-Wish. The company has cumulatively raised £45M for charity across its events.
The technology stack is a standard SMB e-commerce configuration: WooCommerce on WordPress with Stripe payments, supporting a merchandise operation that sells training kit, apparel, and nutrition products under sub-brands including UltraNutrition (with the UPods sleep supplement launched in January 2025). Unit pricing ranges from £5 for individual items to £110 for bundles, and the model is one-time purchase rather than subscription. The brand portfolio has been extended beyond the flagship Ultra White Collar Boxing (UWCB) and Ultra MMA into adjacent verticals such as Ultra Adventures and Ultra Comedy.
The revenue model is anchored to merchandise sales to event participants, with the events themselves provided at no cost in exchange for charitable fundraising commitments. A partnership with the GiveStar fundraising platform and a multi-charity partnership ecosystem function as the demand-generation layer for the merchandise funnel. The company has no external funding rounds and no parent company, indicating organic growth financed internally.
Ultra Events firmographics
Firmographics- Name
- Ultra Events
- Legal name
- Ultra Events LTD
- Website
- https://ultraevents.co.uk
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ultra Events LTD is a UK-based experiential events and DTC e-commerce company that runs free training programs in white collar boxing, MMA, and adventure events, with participants fundraising for major UK charities and subsequently purchasing training kit, apparel, and nutrition merchandise.
- Ownership category
- akta.pro rank
Ultra Events industry classification
Industry- Product category
- Charity Event Management
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Sporting Goods Retailers (45911), Other Spectator Sports (711219)
- SIC
- Services-Amusement & Recreation Services (7900), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Endurance Stage & Destination Challenges (Multi-day Tours, Charity Challenges) (MPAKAIAG)
- akta.pro secondary industries
- Sports-Specific Group Conditioning (HSADABAK), Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)
Keywords
Where Ultra Events is headquartered
LocationHeadquarters
- HQ city
- Derby
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ultra Events business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- E-commerce Product Sales: One-time sales of training equipment (boxing gloves, shin guards, groin guards, head guards), apparel (hoodies, t-shirts, jumpers), and nutrition products (protein powders, meal replacements) through their WooCommerce-powered online store. Products are sold individually and in bundles at various price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual products and bundles |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Ultra Events product offering
Product offeringCore offering
Ultra Events organizes charity fundraising fitness events, including white collar boxing, MMA, and adventure sports, that include 8 weeks of free professional training for participants who commit to fundraising goals. Complementing the events, the company operates a direct-to-consumer e-commerce shop selling training kit (gloves, shin guards, head guards, groin guards), apparel (hoodies, t-shirts, boxing shorts), and sports nutrition products (protein powders, meal replacements) under its UWCB, Ultra MMA, UltraNutrition, and Ultra Adventures sub-brands.
Product overview
Ultra Events operates as an event management and e-commerce platform offering four sub-brands: UWCB (Ultra White Collar Boxing), UltraMMA, UltraNutrition, and Ultra Adventures. The company provides charity-focused fitness events with professional training programs, complemented by a product portfolio spanning training kit bundles (MMA gloves, shin guards, head guards, groin guards), apparel (hoodies, t-shirts, jumpers, boxing shorts), and sports nutrition (protein supplements, meal replacements). Key bundle offerings include the UWCB Complete Training Bundle, UWCB Essential Training Bundle, UWCB Starter Training Bundle, and MMA Complete Bundle, which combine multiple kit items with optional nutrition add-ons. The company has raised £45 million for charity through its events and uses GiveStar as its official fundraising platform.
Differentiator
Problem solved
Functional benefit
Brands
- Ultra White Collar Boxing (UWCB): White collar boxing program providing 8 weeks of free professional boxing training for fundraising participants.
- Ultra MMA
- Ultra Adventures
- Ultra Comedy
- UltraNutrition
Quantifiable outcome
- £45 million raised for charity
Companies that use Ultra Events
Customer profileSegments1 record
Ideal customer profiles1 record
Ultra Events technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Ultra Events partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, primary and minor.
- GiveStarcoreGiveStar is Ultra Events' official fundraising platform, enabling participants to collect and track donations for their charity events. The platform handles all charitable donation processing and distribution to Ultra Events' charity partners.
- Mental Health FoundationprimaryOne of Ultra Events' four main charity partners. Provides fundraising support, free t-shirts for fundraisers, and access to fundraising materials and tips. Supports mental health awareness through the events program.
- British Heart FoundationprimaryOne of Ultra Events' four main charity partners. Provides fundraising support, materials, and access to fundraising managers. Supports heart health initiatives through the events program.
- Cancer Research UKprimaryOne of Ultra Events' four main charity partners. Provides supporter services, fundraising materials, and practical fundraising help. Supports cancer research through the events program.
- Make-A-WishprimaryOne of Ultra Events' four main charity partners. Provides fundraising event support and access to fundraising materials. Supports granting wishes for children with serious illnesses.
- Suzi WongminorCustom boxing shorts provider for Ultra White Collar Boxing events. Offers custom-designed boxing shorts for participants through a branded product listing on the Ultra Events shop.
- Memento LabminorProvides official event memorabilia including the Walkout Print for Ultra Events participants. Featured product in the Ultra Events shop.
Scale indicators1 record
Recent moves4 records
Expansion highlights4 records
Ultra Events competitors and assessment
Company assessmentBroad incumbents
- Venum: Global MMA and combat sports equipment/apparel brand. Larger, established player offering the same categories Ultra Events sells (gloves, shorts, apparel), but as a portfolio brand across many geographies rather than a UK charity-event specialist.
- Optimum Nutrition: Global sports nutrition brand (whey, casein, meal replacements) owned by Glanbia. Competes with UltraNutrition in the same protein/meal-replacement SKU set, but at much larger scale and broader retail distribution.
Direct peers
- Myprotein: UK-based direct-to-consumer sports nutrition and activewear brand owned by THG. Direct competitor to UltraNutrition on whey/plant protein, meal replacements, and bundles sold via own D2C site.
- Hayabusa: Combat sports equipment and apparel brand selling gloves, shin guards, and training gear. Directly comparable to Ultra Events' branded kit range (gloves, shin guards, head guards) used in MMA and boxing training.
- Bulk Powders: UK direct-to-consumer sports nutrition brand selling protein powders, supplements, and activewear. Overlaps with UltraNutrition's product range, pricing strategy (£20–£45 SKUs), and own-website D2C model.
- Spartan Race: Obstacle course racing brand running events across multiple geographies. Overlaps with Ultra Adventures and the wider Ultra Events model of mass-participation fitness challenges with branded apparel and gear.
- Action Challenge: UK operator of charity fundraising events including Ultra Challenges and obstacle runs. Highly comparable event format, UK-only focus, and charity-partnership-led go-to-market to Ultra Events.
- Discover Adventure: UK adventure challenge operator running charity fundraising treks, cycles, and climbs. Comparable in charity-driven multi-day challenge events, though more focused on endurance and less on combat sports.
- Tough Mudder: Global mass-participation obstacle and adventure event operator with a UK presence. Comparable in running ticketed, branded fitness-challenge events with ancillary merchandise revenue.
- Charity Challenge: UK operator of charity fundraising adventure events (treks, climbs, cycles). Closely comparable business model to Ultra Adventures — participants raise money for chosen charities while completing a physical challenge.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Ultra Events social profiles
Digital presenceUltra Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ultra Events leadership team
Management profileNumber of profiles
Ultra Events subsidiaries and ownership
Company hierarchySubsidiaries1 record
Ultra Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ultra Events M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ultra Events
What does Ultra Events do?
Ultra Events organizes charity fundraising fitness events, including white collar boxing, MMA, and adventure sports, that include 8 weeks of free professional training for participants who commit to fundraising goals. Complementing the events, the company operates a direct-to-consumer e-commerce shop selling training kit (gloves, shin guards, head guards, groin guards), apparel (hoodies, t-shirts, boxing shorts), and sports nutrition products (protein powders, meal replacements) under its UWCB, Ultra MMA, UltraNutrition, and Ultra Adventures sub-brands.
Is Ultra Events a public or private company?
Ultra Events is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ultra Events founded?
Ultra Events was founded in 2017. It employs 11 to 50 people.
Where is Ultra Events based?
Ultra Events is headquartered in Derby, United Kingdom, in the Europe region.
How does Ultra Events make money?
One revenue line is on record: E-commerce Product Sales.
Who are Ultra Events's main competitors?
Broad incumbents on record are Venum and Optimum Nutrition. Direct peers are Myprotein, Hayabusa, Bulk Powders, Spartan Race, Action Challenge, Discover Adventure, Tough Mudder and Charity Challenge.
Does Ultra Events have an API?
No public API is recorded for Ultra Events.
What industry is Ultra Events in?
Ultra Events's product category is Charity Event Management. Its primary akta.pro industry code is MPAKAIAG, Endurance Stage & Destination Challenges (Multi-day Tours, Charity Challenges), with a secondary code of HSADABAK, Sports-Specific Group Conditioning. Its NAICS code is 711320 and its SIC code is 7900.