RunForAll
Run For All is a UK not-for-profit company founded in 2007 that organizes mass participation running events (5K to marathon) across 10+ UK cities, serving individual runners, corporate teams, and charity fundraisers, with all profits directed to the Jane Tomlinson Appeal.
- Company typePrivate
- Founded2007
- HeadquartersLeeds, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What RunForAll does
Run For All Limited is a UK-based not-for-profit company, founded in 2007 and headquartered in Leeds, that organizes mass participation running events across more than 10 UK cities. The company was established as part of the lasting legacy of amateur athlete and fundraiser Jane Tomlinson CBE, and all profits are directed to the Jane Tomlinson Appeal. Run For All operates a portfolio of approximately 25 events annually spanning 5K, 10K, half marathon, marathon, 5-mile, and 10-mile distances, along with corporate challenge programmes, mini and junior fun runs, and seasonal event variants such as the Leeds Santa Dash. Flagship events include the Rob Burrow Leeds Marathon, the Yorkshire Marathon, the Sheffield Half Marathon, the Ramathon (Derby), and the Leeds Abbey Dash (acquired from Age UK in 2025 and designated the England Athletics 10K Championship race for 2026).
The underlying technology is an event management platform handling online race registration, timing, and results processing across the portfolio, integrated with JustGiving for charity fundraising pages. Revenue is generated from three primary streams: race entry fees (one-off per-event with early-bird and season-ticket bundle pricing), corporate sponsorship (with Asda Foundation as title sponsor across the Asda Foundation Series, plus Bespak, Erdinger, Arla Protein and others), and transaction-fee-based fundraising flows via JustGiving. Multi-event season tickets (DUO and Treble bundles) and corporate challenge packages provide additional recurring and bundled pricing options. The customer base is dominated by individual runners participating for fitness, personal challenge, or charitable fundraising, with secondary segments in corporate teams (CSR/team-building), charity fundraisers, and youth/school groups. Charity partnerships with MND Association, Candlelighters, and Sheffield Children's Hospital Charity, alongside local council partnerships with Coventry and Sheffield, anchor the company's community-led go-to-market motion.
RunForAll firmographics
Firmographics- Name
- RunForAll
- Legal name
- Run For All Limited
- Website
- https://runforall.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Run For All is a UK not-for-profit company founded in 2007 that organizes mass participation running events (5K to marathon) across 10+ UK cities, serving individual runners, corporate teams, and charity fundraisers, with all profits directed to the Jane Tomlinson Appeal.
- Ownership category
- akta.pro rank
RunForAll industry classification
Industry- Product category
- Mass Participation Running Events
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113)
- 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
Where RunForAll is headquartered
LocationHeadquarters
- HQ city
- Leeds
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
RunForAll business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Race Entry Fees: Participants pay entry fees to register for running events including 5K, 10K, half marathon, and marathon distances across multiple UK cities. Entry fees vary by event with discounted early-bird pricing available.
- Event Sponsorship: Corporate sponsors including Asda Foundation, Erdinger, Arla Protein, and others sponsor the event series and individual races. Sponsors gain marketing visibility, branding opportunities, and access to the runner demographic.
- Fundraising Platform: Partnership with JustGiving enables participants to raise funds for charities, with Run For All directing proceeds to partner charities including the Jane Tomlinson Appeal and other designated causes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard race entry for 10K, half marathon, and marathon events |
| Unit Pricing | Multi-year contract | Season tickets and bundled multi-race packages |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
RunForAll product offering
Product offeringCore offering
Run For All organises and delivers mass participation road running events across the UK, including marathons, half marathons, 10K, 10-mile, 5K, and 5-mile races held annually in more than 10 English cities. The company provides online race registration, professional event timing, medals, goody bags, and scenic courses, complemented by corporate team challenge packages, bundled multi-event season tickets, charity-focused fundraising through JustGiving, and a volunteer programme. All profits from the events are directed to the Jane Tomlinson Appeal as part of Jane Tomlinson CBE's charitable legacy.
Product overview
Run For All is a not-for-profit event organization company offering a portfolio of mass participation running events across the UK. The core offering consists of marathon events (Yorkshire Marathon, Rob Burrow Leeds Marathon), half marathon events (Sheffield, Coventry, Leeds, Ramathon, Ipswich, Lincoln), 10K events (York, Leeds, Abbey Dash, Leicester, Nottingham, Lincoln, Gear, Coventry, Hull, Bury, Sheffield, Yorkshire Coast), 5K/5-mile events, and corporate challenge programs. Additional offerings include season tickets for multiple events, fun runs for children, and a volunteer programme (Eventeers). The company operates as a single unified event registration and management platform without distinct product tiers or add-on modules—the portfolio functions as a coordinated event series unified by shared branding, registration systems, and charitable partnerships.
Differentiator
Problem solved
Functional benefit
Brands
- Asda Foundation Series: A series of running events including 5K, ten 10Ks, four half marathons and the Yorkshire Marathon, sponsored by the Asda Foundation.
Quantifiable outcome
- £14.1 million raised for communities and MND through Rob Burrow Leeds Marathon
- +2 more outcomes
Companies that use RunForAll
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
RunForAll technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
RunForAll partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and flagship.
- JustGivingcoreJustGiving is the primary fundraising platform partner for Run For All events. Runners create fundraising pages on JustGiving to collect donations for their chosen charities during event registration. The platform handles donation processing and Gift Aid claims.
- Jane Tomlinson AppealcoreAll profits from Run For All Ltd go to the Jane Tomlinson Appeal, the legacy charity of late amateur athlete and fundraiser Jane Tomlinson CBE. This is the foundational charitable purpose of the organization.
- Coventry City CouncilcoreCoventry City Council partners with Run For All to deliver the Coventry Running Festival, providing venue access, road closures, and local promotion for the half marathon and 10K events.
- Sheffield City CouncilcoreSheffield City Council supports delivery of the Sheffield Half Marathon, providing event infrastructure and local coordination for the South Yorkshire region's largest half marathon.
- BespakmajorBespak is title sponsor of the GEAR 10K event in King's Lynn. The sponsorship includes event naming rights, marketing activation, and community investment in local employment areas where Bespak operates.
- England AthleticsmajorEngland Athletics partners with Run For All for the Leeds Abbey Dash, confirmed as the England Athletics 10K Championship race for 2026. England Athletics actively supports event delivery and attracts elite and competitive runners.
- Rob Burrow Leeds MarathonflagshipRob Burrow Leeds Marathon is a flagship event raising funds for MND awareness and research. The event has raised £14.1 million and continues to deliver significant community impact with record participation.
- Asda FoundationflagshipAsda Foundation is title sponsor of the event series including 5K, ten 10Ks, four half marathons, and the Yorkshire Marathon. Sponsorship provides significant funding and brand association with the mass participation running events.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
RunForAll competitors and assessment
Company assessmentDirect peers
- parkrun: Free, weekly mass participation 5K events across the UK and internationally. Comparable to Run For All as a UK community running-event organiser, but positioned at the casual/entry-level end of the running-event market rather than the ticketed race market.
- London Marathon Events: Operator of the TCS London Marathon and a portfolio of mass participation running events in the UK. Comparable to Run For All as a promoter of large-scale UK road races with similar charity-fundraising and sponsorship economics, though at a materially larger scale.
- Human Race: UK mass participation events company organising triathlons, cycling sportives, and running events. Directly comparable to Run For All in event-organiser business model, UK regional portfolio, and consumer running market.
- Great Run (formerly Great North Run): UK mass participation event organiser running the Great North Run and a portfolio of running events. Directly comparable to Run For All in business model (entry fees + sponsorship + charity partnerships) and target audience (recreational and competitive runners across the UK).
- Threshold Sports: UK mass participation event organiser running events such as the Ultra Challenge series. Comparable to Run For All as a UK-based, multi-event operator with a charity-fundraising-led value proposition and similar GTM motion.
- Cancer Research UK – Race for Life: Charity-led series of mass participation running events across the UK. Directly comparable to Run For All in model (UK road running events, charity beneficiary, regional city footprint) and participant profile (predominantly recreational runners).
Broad incumbents
- BUPA (event sponsorship / corporate wellness): Health insurer that has historically been a major mass participation running sponsor (BUPA Great Run series). Relevant as a broader incumbent operating across the UK health/wellness ecosystem with overlap in the mass participation running sponsorship category.
- Asda Foundation: Charitable arm of Asda, the title sponsor of Run For All's flagship Asda Foundation Series. Relevant as a major UK foundation sponsor across community sport and charity events, with overlapping priorities in regional fundraising and CSR activations.
Others
- JustGiving: Primary fundraising platform partner for Run For All events. Relevant as an enabling technology/platform partner that processes donations, Gift Aid, and fundraising pages across the charity-running category, but does not directly compete.
- England Athletics: Governing body for athletics in England that designates championship races (e.g., Leeds Abbey Dash). Relevant as an enabling/ecosystem partner rather than a competitor, but materially shapes which events attract elite runners and championship status.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
RunForAll social profiles
Digital presenceRunForAll financial estimates
Financial estimateRevenue estimate
Valuation estimate
RunForAll leadership team
Management profileNumber of profiles
Profiles1 record
RunForAll funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RunForAll 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 RunForAll
What does RunForAll do?
Run For All organises and delivers mass participation road running events across the UK, including marathons, half marathons, 10K, 10-mile, 5K, and 5-mile races held annually in more than 10 English cities. The company provides online race registration, professional event timing, medals, goody bags, and scenic courses, complemented by corporate team challenge packages, bundled multi-event season tickets, charity-focused fundraising through JustGiving, and a volunteer programme. All profits from the events are directed to the Jane Tomlinson Appeal as part of Jane Tomlinson CBE's charitable legacy.
Is RunForAll a public or private company?
RunForAll is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was RunForAll founded?
RunForAll was founded in 2007. It employs 11 to 50 people.
Where is RunForAll based?
RunForAll is headquartered in Leeds, United Kingdom, in the Europe region.
How does RunForAll make money?
Three revenue lines are on record. Race Entry Fees are the primary driver. The others are event Sponsorship and fundraising Platform.
Who are RunForAll's main competitors?
Direct peers on record are parkrun, London Marathon Events, Human Race, Great Run (formerly Great North Run), Threshold Sports and Cancer Research UK – Race for Life. Broad incumbents are BUPA (event sponsorship / corporate wellness) and Asda Foundation. Others are JustGiving and England Athletics.
Does RunForAll have an API?
No public API is recorded for RunForAll.
What industry is RunForAll in?
RunForAll's product category is Mass Participation Running Events. Its primary akta.pro industry code is MPAKAIAA, Road Running Events (Marathons, Half Marathons, 10K/5K), with a secondary code of MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling). Its NAICS code is 7113 and its SIC code is 7900.