Ultra Events

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.

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

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

• Charity fundraising events
• White collar boxing
• Combat sports training
• Sports nutrition products
• Training equipment retail

Headquarters

HQ city

Derby

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core 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

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Seven partnerships are on record, tiered core, primary and minor.

• GiveStarcoreTechnology or IntegrationGiveStar 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 FoundationprimaryStrategic or Co-development PartnerOne 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 FoundationprimaryStrategic or Co-development PartnerOne 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 UKprimaryStrategic or Co-development PartnerOne 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-WishprimaryStrategic or Co-development PartnerOne 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 WongminorChannel Partner/ Reseller/ DistributorCustom 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 LabminorChannel Partner/ Reseller/ DistributorProvides 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

Broad 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

• LinkedInlinkedin.com/company/ultra-white-collar-boxing

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Ultra Events