Freshpepper

What Freshpepper does

Freshpepper (freshpepper GmbH & Co. KG, Magdeburg, Germany) is a privately held event planning company founded in 2008 that designs, organizes, and executes proprietary event formats with a focus on Sachsen-Anhalt. Its portfolio comprises eight distinct event brands spanning three functional areas: corporate and mass-participation sports events (Firmenstaffel, RUN GERMANY, Ultrawalk, CYCLE TOUR, PEAKS & PLAINS), regional recruiting and career formats (hierbleiben JOBEVENT, JOBS HERE), and professional exchange (hierbleiben BARCAMP). The flagship Firmenstaffel Magdeburg draws approximately 1,000 teams and 5,000 runners from around 400 companies annually at Elbauenpark. CYCLE TOUR, a ten-year road-cycling community event, was concluded in 2025.

The company operates a web-based event management stack built on standard third-party SaaS tools — Google Analytics and Tag Manager for web analytics, MailChimp for email, Pipedrive CRM for client management, Superchat for messaging, Baer-Service GmbH for Cycle Tour registration and timing, FastBill for invoicing, and Typeform for surveys — and does not maintain proprietary platform technology. Each event brand is supported by its own dedicated website (e.g., firmenstaffel.de, rungermany.de, hierbleiben-jobs.de). Marketing is driven through Google AdWords remarketing, Facebook Pixel-based paid social, and newsletter campaigns. The company is led by Managing Director Martin Hummelt and is structurally controlled by Lokalpatrioten GmbH as personally liable partner; no external institutional funding is disclosed.

Freshpepper monetizes primarily through event registration fees and corporate sponsorships across its event portfolio, supplemented by Key Account Management-led corporate partnerships. Its go-to-market is hybrid: direct enterprise sales (Firmenstaffel, hierbleiben JOBEVENT, JOBS HERE) for regional companies, and self-serve/PLG registration for individual endurance athletes and SMB teams (RUN GERMANY, Ultrawalk, CYCLE TOUR, PEAKS & PLAINS). Target customer segments include corporate teams seeking team-building and employer branding, regional recruiters addressing Sachsen-Anhalt talent retention, students from Otto-von-Guericke-Universität Magdeburg, and endurance sports enthusiasts across Germany.

Name

Freshpepper

Legal name

freshpepper GmbH & Co. KG

Website

https://freshpepper.de

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Freshpepper is a privately held German event planning company based in Magdeburg that designs and operates proprietary sports, recruiting, and career event brands — including Firmenstaffel, RUN GERMANY, and hierbleiben JOBEVENT — for regional corporates, job seekers, and endurance athletes in Sachsen-Anhalt and Germany.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Convention and Trade Show Organizers (561920)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Corporate Meetings & Conferences (Internal/External Business Events) (MPAGAHAA)

akta.pro secondary industries

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC), Corporate Conferences & Sales Kickoffs (MPAGAGAC)

Keywords

• Corporate event planning
• Corporate running events
• Employer branding events
• Regional talent recruitment
• Endurance sports events

Headquarters

HQ city

Magdeburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Event Registration and Participation Fees: Freshpepper generates revenue primarily through organizing and executing large-scale regional events. The Firmenstaffel Magdeburg brings together 1,000+ teams from ~400 companies annually. Similar paid participation models apply to CYCLE TOUR, Run Germany, Ultrawalk, and other running/cycling events. The hierbleiben JOBEVENT connects companies with job seekers. Registration fees and corporate sponsorships are core revenue streams.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Freshpepper designs, plans, and executes proprietary event formats for corporate clients and individual participants, with a focus on corporate running and cycling events (Firmenstaffel, RUN GERMANY, CYCLE TOUR, Ultrawalk, PEAKS & PLAINS) and recruiting/employer-branding events (hierbleiben JOBEVENT, JOBS HERE, hierbleiben BARCAMP). The company operates primarily in Sachsen-Anhalt with national reach for digital formats, selling event participation, team registrations, and corporate sponsorships across its event portfolio.

Product overview

Freshpepper is an event planning company specializing in concept, planning, and execution of engaging event formats in the Magdeburg/Sachsen-Anhalt region. The portfolio consists of a suite of distinct event products spanning sports (Firmenstaffel EVENT, RUN GERMANY, Ultrawalk, CYCLE TOUR, PEAKS & PLAINS), recruitment/career (hierbleiben JOBEVENT, JOBS HERE), and professional exchange (hierbleiben BARCAMP). These events share a focus on community-building, team engagement, and regional impact, unified by Freshpepper's approach to experience-oriented communication and event strategy.

Differentiator

Problem solved

Functional benefit

Brands

• Firmenstaffel: Large corporate relay running event held annually in Elbauenpark Magdeburg, featuring teams of 5x3km.
• Cycle Tour
• RUN GERMANY
• hierbleiben JOBEVENT
• JOBS HERE
• Ultrawalk
• PEAKS & PLAINS
• hierbleiben BARCAMP

Products and services

• Firmenstaffel EVENT

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

One partnership is on record.

• Otto-von-Guericke-Universität MagdeburgcoreStrategic or Co-development PartnerUniversity partnership for JOBS HERE career festival. Collaborated to create a festival format connecting students with regional employers. Demonstrates commitment to regional talent development.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Messe München: Messe München is one of Germany's largest trade fair and convention organizers, comparable in the broader event-organization business to Freshpepper but operating at much larger scale across B2B trade shows, corporate exhibitions, and conferences.
• Infront Sports & Media: Infront owns and operates B2Run and runs broader sports marketing, events, and media-rights businesses across Europe. Comparable to Freshpepper in the corporate sports events vertical but with vastly larger scale, broader portfolio, and institutional client relationships.
• Koelnmesse: Koelnmesse is a major German trade fair organizer with a portfolio of industry exhibitions and corporate events. Comparable to Freshpepper as a German event organizer but at substantially larger scale, with venue ownership and international exhibitor reach.
• MCI Group: MCI Group is a global event management and association services company covering corporate meetings, conferences, and incentive travel—comparable to Freshpepper's corporate event organization work but with significantly broader service scope and global footprint.
• Deutsche Messe: Deutsche Messe (Hannover) is one of the world's largest trade fair organizers, with industrial and technology exhibitions. Comparable to Freshpepper as a German event-organization business but at scale and venue ownership Freshpepper does not approach.
• BMW Berlin Marathon: BMW Berlin Marathon is one of the world's largest marathon events, comparable in endurance-event operations to Freshpepper's running portfolio (Firmenstaffel, RUN GERMANY, Ultrawalk) but operating at vastly larger scale with international participation.

Direct peers

• Sticks & Stones: Sticks & Stones organizes recruiting and career events for tech and digital professionals, directly comparable to Freshpepper's hierbleiben JOBEVENT and JOBS HERE. Same use case (employer branding, talent acquisition events) but focused on tech/creative sectors rather than regional Sachsen-Anhalt employers.
• Köln Marathon: Köln Marathon organizes a major mass-participation running event comparable in operational mechanics to Freshpepper's Firmenstaffel and RUN GERMANY (registration, timing, route logistics, sponsor activation), though focused on individual runners rather than corporate teams.
• B2Run: B2Run organizes corporate running events across multiple German cities in a relay format directly comparable to Freshpepper's Firmenstaffel. Same business model (paid corporate team participation, employer branding, regional scaling) and same target buyer (German companies seeking employee engagement).
• Hamburg Cyclassics: Hamburg Cyclassics is a mass-participation road cycling event in Germany, comparable to Freshpepper's CYCLE TOUR and PEAKS & PLAINS ultracycling brands. Same domain (endurance cycling race operations, participant registration, route logistics) but at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/freshpepper.md
• LinkedInlinkedin.com/company/freshpepper

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 Freshpepper