XMasters
XMasters (A.s.d. XMA) is an Italian action sports festival organizer founded in 2011 in Senigallia. It runs the 105XMasters summer beach festival (30+ disciplines), a Winter Tour at five ski resorts, adventure camps, and federations-backed competitions, monetized through tickets, workshops, and sponsor activations.
- Company typePrivate
- Founded2011
- HeadquartersSenigallia, Italy
- Headcount11–50
- GTM typeB2C
- OfferingServices
What XMasters does
XMasters (legal entity A.s.d. XMA) is an Italian action sports festival organizer founded in 2011 in Senigallia, Marche. The company operates as a private amateur sports association (Associazione Sportiva Dilettantistica) and is led by founders Michele Urbinelli and Simone Conti. Its core product is the 105XMasters summer festival held annually on the Senigallia beachfront (Lungomare Mameli 178), featuring 30+ sporting disciplines, workshops, contests, live music, and evening entertainment across 40,000+ m². The portfolio has expanded to include the 105XMasters Winter Tour at Italian ski resorts, the XMasters Adventure Camp travel program (notably in Sardinia), and new competition formats such as Volley Slam and Hip Hop Camp.
The underlying technology platform consists of the XMasters mobile app (for booking courses, workshops, and evening event tickets) and XM-Game, a WhatsApp-based digital gamification feature that engages participants with physical, logic, and web-based challenges. Distribution is supported through third-party platforms including Ciaoticket (ticketing), Snowit (winter sports bookings), and Skills Comunicazione (event production). Federations including FISI, FIPE, FIV, and FITRI grant official national competition status to marquee events.
The business model combines consumer revenue streams (event ticket sales, workshop/course fees, adventure camp packages priced €650-750, competition registrations at €70-80) with sponsorship revenue from a diversified partner portfolio. Radio 105 serves as the title co-branding partner, while Jeep Italia, Snowit, Mizuno, Arena, Hardskin, Nitro, Armada Skis, Nilox, Vibram Five Fingers, and Trenitalia activate across events. The company employs 13 people, is privately held with no external funding disclosed, and operates entirely within Italy.
XMasters firmographics
Firmographics- Name
- XMasters
- Legal name
- A.s.d. XMA
- Website
- https://xmasters.it
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- XMasters (A.s.d. XMA) is an Italian action sports festival organizer founded in 2011 in Senigallia. It runs the 105XMasters summer beach festival (30+ disciplines), a Winter Tour at five ski resorts, adventure camps, and federations-backed competitions, monetized through tickets, workshops, and sponsor activations.
- Ownership category
- akta.pro rank
XMasters industry classification
Industry- Product category
- Action Sports Event Organization
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Championship & Cup Organizers (MPAKADAB)
- akta.pro secondary industries
- Regional Multi-Sport Games & Festival Organizers (MPAKADAK), Adventure Multi-Sport Camps & Skills Academies (THAAAKAM)
Keywords
Where XMasters is headquartered
LocationHeadquarters
- HQ city
- Senigallia
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
XMasters business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Event Ticket Sales: Revenue generated from selling tickets to the main festival events (105XMasters summer and winter editions), evening shows, and concerts through platforms like Ciaoticket.
- Adventure Camp Bookings: Revenue from surf and adventure camps in Sardinia with inclusive pricing (€750 for full package with transport, accommodation, surf lessons, activities; €650 for accommodation-only package).
- Workshop and Course Fees: Revenue from booking sports workshops, courses (surf, yoga, crossfit, etc.), and activity sessions offered during events.
- Sponsorship and Partnerships: Revenue from corporate sponsors including Radio 105 (title sponsor), Jeep Italia, Snowit, and various other brands that activate at events through test drives, product displays, and promotional activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Full Surf Camp Package |
| One time/ perpetual license | Pay-as-you-go | Surf Camp Accommodation Package |
| Subscription | Multi-year contract | Cross Challenge Early Bird Registration |
| Subscription | Multi-year contract | Cross Challenge Standard Registration |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
XMasters product offering
Product offeringCore offering
XMasters organizes multi-discipline action sports and music festivals in Italy, anchored by the 105XMasters summer beachfront event in Senigallia and the 105XMasters Winter Tour at Italian ski resorts. It sells event tickets, sport workshop registrations, competition entries, and adventure camp packages to individual attendees, and operates a proprietary mobile app and WhatsApp-based XM-Game to support booking and on-site engagement.
Product overview
XMasters is an Italian action sports and music festival organizer offering a portfolio of event experiences and a companion mobile application. The core product is the flagship summer event in Senigallia featuring 30+ sporting disciplines, workshops, contests, and live music, supplemented by the 105XMasters Winter Tour at Italian ski resorts and the XMasters Adventure Camp travel program. XMasters also offers a proprietary mobile app for booking courses and purchasing tickets, and a gamification feature called XM-Game that engages participants via WhatsApp with physical, logical, and digital challenges.
Differentiator
Problem solved
Functional benefit
Products and services
- 105XMasters Summer Festival The flagship annual summer action sports festival on the Senigallia beachfront featuring 30+ sporting disciplines (SUP, surf, yoga, skateboarding, BMX, cross training, bouldering, wingfoil, beach sports), workshops, contests, and live music/DJ sets with Radio 105 across multiple days.
- 105XMasters Winter Tour
Companies that use XMasters
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
XMasters technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
XMasters partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered flagship, core and minor.
- Radio 105flagshipTitle sponsor providing the '105' branding in event names (105XMasters, 105XMasters Winter Tour). Radio 105 supplies live radio broadcasts, DJ personalities, and on-air promotion throughout events. This is the longest-standing partnership, integral to event identity and national media reach.
- Jeep ItaliacoreOfficial automotive sponsor providing off-road test drive experiences. Jeep vehicles available for participant testing at both summer beach and winter ski events. SUV models including Wrangler, Grand Cherokee, Renegade Trailhawk, and Compass Trailhawk showcased. Partnership includes sponsorship of Snow Bowling activities.
- SnowitcoreDigital winter sports platform partner for 105XMasters Winter Tour 2025/26. Partnership includes skipass booking integration, equipment rental coordination, lesson bookings, and holiday planning services. Present at 3 tour stops (Sestriere, Bardonecchia, Courmayeur) with exclusive gadgets and Snowitcard offerings.
- FISI (Federazione Italiana Sport Invernali)coreItalian Winter Sports Federation organizes Coppa Italia di Snowboard Freestyle (Slopestyle and Big Air) competitions at Winter Tour events. Athletes from national team participate. Provides official national competition status to event competitions.
- TriO EventscoreSpecialized triathlon event organization company handling Triathlon competitions at XMasters events. Operates under 'totally plastic free' philosophy. Organizes Olympic (1500m-40km-10km) and Sprint (750m-20km-5km) distance events recognized by FITRI as nationally significant.
- FIPE (Federazione Italiana Pesistica)coreItalian Weightlifting Federation grants Cross Challenge competition national interest status under the Sthenathlon project. Best performers in Cross Challenge WODs gain access to Sthenathlon national finals.
- NitrominorSnowboard equipment partner providing boards for participant testing at Winter Tour events. Partnership includes product sampling and promotional activations.
- Armada SkisminorSki equipment partner for Winter Tour events. Provides skis for participant testing and brand visibility at ski resort locations.
- HardskinminorOfficial sponsor of Hardskin TrioSenigallia triathlon competition. Young technical clothing brand for cycling, triathlon, and endurance sports enthusiasts.
- ArenaminorTechnical sportswear partner for triathlon competitions. Provides equipment sponsorship for swimming components of triathlon events.
- MizunominorSports equipment sponsor for Snow Volley Marathon events. Partnership provides equipment and prize support for beach volleyball winter tournament.
- NiloxminorAction camera partner providing Nilox Action Cam 4K Naked products as prizes in Photo Contest Mystery Boxes. Technology sponsor for digital engagement activities.
- TrenitaliaminorRail transport partner providing sustainable travel options for event attendees. Logo displayed among partner sponsors.
- Vibram Five FingersminorMinimalist footwear brand providing prizes for Mystery Box awards in Photo Contest and general event sponsorship.
- FIV (Federazione Italiana Vela)coreItalian Sailing Federation organizes official Wing Foil regattas under FIV rules. Championship events provide path to Italian Wing Foil Championship recognition.
- Skills ComunicazioneflagshipCreative agency responsible for event ideation and organization. Founded by Michele Urbinelli and Simone Conti, the company handles all aspects of event production, design, and execution.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
XMasters competitors and assessment
Company assessmentDirect peers
- NASS Festival: UK-based action sports and music festival featuring skate, BMX, dance, and live music. Comparable as a European multi-sport + music event targeting similar action-sports and lifestyle-seeking audiences.
- Dew Tour: Multi-sport action sports tour featuring skate, snow, BMX and surf disciplines with concert and lifestyle programming. Closely aligned to XMasters' festival-format combining 30+ sports, contests, and live music.
- Boardmasters: UK surf, skate and music festival held at Fistral Beach. Directly comparable as a combined beach/water-sports festival with contest formats, evening concerts, and brand-village activations.
- Munich Mash: German action sports festival featuring BMX, skate, wakeboard, and music. Comparable as a European multi-discipline action sports event brand with national media partnerships and lifestyle sponsorship.
- Vans Pipe Masters: Invitational big-wave surf contest and lifestyle event brand. Comparable as a high-profile action-sports contest surrounded by lifestyle programming and brand activations.
- X Games: ESPN-owned multi-sport action sports event series (skateboard, BMX, snow, surf, Moto X). Directly comparable as a multi-discipline action-sports event brand combining competition, music, and lifestyle sponsorship.
Regional players
- Sufer Sardinia / Sardinia Surf Festival: Local Sardinia-based surf and water-sports event organizer. Comparable as a regional water-sports event brand targeting overlapping customer personas, including surf and wingfoil enthusiasts who feed XMasters Adventure Camps.
- O'Neill Coldwater Classic: Surf contest series held in regional coastal markets. Comparable as a regional surf/sport event with sponsor activation format, though focused on a single discipline vs. XMasters' multi-sport scope.
Broad incumbents
- Red Bull (sports events division): Operates dozens of action-sports events globally (Crashed Ice, Cliff Diving, BC One). Comparable as an organizer of multi-discipline action-sports competitions with heavy sponsor integration and media storytelling.
- Goodwood Festival of Speed: Large UK motorsport and lifestyle event combining competitive runs, manufacturer activations, concerts, and premium sponsor hospitality. Comparable at the level of multi-day outdoor event with heavy automotive/test-drive sponsor activation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
XMasters social profiles
Digital presenceXMasters financial estimates
Financial estimateRevenue estimate
Valuation estimate
XMasters leadership team
Management profileNumber of profiles
Profiles2 records
XMasters funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
XMasters 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 XMasters
What does XMasters do?
XMasters organizes multi-discipline action sports and music festivals in Italy, anchored by the 105XMasters summer beachfront event in Senigallia and the 105XMasters Winter Tour at Italian ski resorts. It sells event tickets, sport workshop registrations, competition entries, and adventure camp packages to individual attendees, and operates a proprietary mobile app and WhatsApp-based XM-Game to support booking and on-site engagement.
Is XMasters a public or private company?
XMasters is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was XMasters founded?
XMasters was founded in 2011. It employs 11 to 50 people.
Where is XMasters based?
XMasters is headquartered in Senigallia, Italy, in the Europe region.
How does XMasters make money?
Four revenue lines are on record. Event Ticket Sales are the primary driver. The others are adventure Camp Bookings, workshop and Course Fees and sponsorship and Partnerships.
Who are XMasters's main competitors?
Direct peers on record are NASS Festival, Dew Tour, Boardmasters, Munich Mash, Vans Pipe Masters and X Games. Regional players are Sufer Sardinia / Sardinia Surf Festival and O'Neill Coldwater Classic. Broad incumbents are Red Bull (sports events division) and Goodwood Festival of Speed.
Does XMasters have an API?
No public API is recorded for XMasters.
What industry is XMasters in?
XMasters's product category is Action Sports Event Organization. Its primary akta.pro industry code is MPAKADAB, Championship & Cup Organizers, with a secondary code of MPAKADAK, Regional Multi-Sport Games & Festival Organizers. Its NAICS code is 711310 and its SIC code is 7900.