Kiltwalk

What Kiltwalk does

Kiltwalk is a Scottish Charitable Incorporated Organisation (SCIO, charity no. SC042580) that operates mass-participation walking events and an associated peer-to-peer fundraising platform. The organization is headquartered in Glasgow and has rescued and re-launched the Kiltwalk format in 2016 under the ownership of The Hunter Foundation (founded by Sir Tom Hunter), which both underwrites all operating costs and supplies guaranteed percentage top-ups (typically 50%, occasionally 100%) on every pound raised. Kiltwalk runs four flagship events per year in Glasgow, Aberdeen, Dundee and Edinburgh, plus virtual and pop-up events, offering three distance tiers (Mighty Stride 15–26 miles, Big Stroll 13–15 miles, Wee Wander 3–5 miles) at a flat £20 entry fee.\n\nThe platform is built on a website (thekiltwalk.co.uk) and the official Kiltwalk App (iOS and Android), which integrates JustGiving fundraising pages, a story video creator, rewards badges, live event tracking and interactive route maps. Corporate sponsors — Arnold Clark and Royal Bank of Scotland as headline partners, Johnston Carmichael (Gold), Lidl (Official Supermarket Partner) — supply cash, vehicles, refreshments and in-kind services; high-profile individuals including Sir Tom Hunter, Sir Chris Hoy, Judy Murray OBE, Kevin Bridges and Lorraine Kelly provide celebrity amplification. The Hunter Foundation is both parent entity and primary economic backer, with Ewan Hunter (Sir Tom's son) serving as Kiltwalk Chairman and Paul Cooney (former Bauer Media MD) as CEO.\n\nThe business model is fundamentally a pass-through fundraising mechanism rather than a for-profit revenue model: 100% of walker fundraising flows to the walker's chosen Scottish charity (plus up to 25% Gift Aid), and Kiltwalk's own operating revenue consists of the £20 entry fee across ~38,000 walkers, the Kiltwalk Shop merchandise line, and the in-kind and cash value of corporate sponsorships. Since 2016 the platform has channelled £63m to 4,400+ Scottish charities, with the public strategic target being £100m cumulative by December 2030. A wholly-owned trading subsidiary, Kiltwalk Trading Limited, holds the commercial activities including merchandise and VAT registration.

Name

Kiltwalk

Legal name

The Kiltwalk

Website

https://thekiltwalk.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Kiltwalk is a Glasgow-based Scottish charity operating mass-participation walking events in four Scottish cities and a JustGiving-integrated fundraising platform that has channelled £63m to 4,400+ Scottish charities since 2016, underwritten by The Hunter Foundation.

Ownership category

akta.pro rank

Product category

Charity Mass Participation Events

NAICS

Civic and Social Organizations (813410), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Social Services (8300), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Hiking, Trekking & Backpacking Tour Operators (THAAADAA)

Keywords

• Mass participation walking events
• Charity fundraising platform
• Peer-to-peer fundraising
• Scottish charity events
• Community fundraising walks

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Event Registration Fees: Kiltwalk charges a low entry fee of £20 for participants, which has remained affordable thanks to sponsorship support and The Hunter Foundation underwriting model. This covers operational costs while maximizing funds available for charity fundraising.
2. Corporate Sponsorship: Headline sponsors (Arnold Clark, Royal Bank of Scotland), Gold sponsors (Johnston Carmichael), Official Supermarket Partner (Lidl), and other corporate partners provide financial and in-kind support. Sponsors receive brand visibility at events, marketing exposure, and opportunities to engage with participants.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Kiltwalk operates Scotland's largest mass participation charity walking events across Glasgow, Aberdeen, Dundee, and Edinburgh. Participants register for a flat £20 entry fee and fundraise on behalf of their chosen Scottish charities using the platform's JustGiving-integrated fundraising tools and mobile app. The Hunter Foundation underwrites all operating costs and provides guaranteed percentage top-ups (typically 50%, up to 100%) on all funds raised, ensuring up to 125% of donations reach charities when Gift Aid is included.

Product overview

Kiltwalk is Scotland's largest mass participation walking event, operating as a unified charity fundraising platform. The core offering consists of the Kiltwalk Fundraising Platform (enabling walkers to raise funds for Scottish charities with Gift Aid support), the Kiltwalk App (providing fundraising tools, route maps, and event tracking), Kiltwalk Events (walking events across Glasgow, Aberdeen, Dundee, and Edinburgh), and the Kiltwalk Shop (official merchandise). All funds raised go directly to walkers' chosen charities, topped up by The Hunter Foundation.

Differentiator

Problem solved

Functional benefit

Products and services

• Kiltwalk Fundraising Platform Online fundraising platform enabling Scottish participants to register for Kiltwalk events and raise money for their chosen Scottish charities with JustGiving integration, Gift Aid recovery, and Hunter Foundation top-up processing.
• Kiltwalk App Official mobile application for iOS and Android providing walkers with JustGiving page sharing, a story video creator, fundraising milestone badges, live event location tracking, interactive course maps, and news updates.
• Kiltwalk Events Mass participation walking events held annually across four major Scottish cities (Glasgow, Aberdeen, Dundee, Edinburgh) offering three route options — Mighty Stride (15-26 miles), Big Stroll (13-15 miles), and Wee Wander (3-5 miles) — with volunteer pit stops, free shuttle buses, and Kiltie volunteer support.
• Kiltwalk Shop Official Kiltwalk merchandise e-commerce store selling branded items including tartan items, apparel, and accessories.

Quantifiable outcome

• £63 million raised for 4,400 Scottish charities over 10 years
• +3 more outcomes

Named customers8 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

Integration3 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Arnold ClarkflagshipGTM or Marketing PartnerHeadline sponsor providing vehicle giveaways including £30,000 car prizes for lucky Kiltwalkers. Arnold Clark supports with everything from car giveaways to filming, van hire, and printing. They are central to the growth of the Kiltwalk Platform and the support given to the charity network. Over the years, Arnold Clark has given away 15+ cars to lucky Kiltwalkers.
• Royal Bank of ScotlandflagshipGTM or Marketing PartnerHeadline sponsor with long-standing support since 2016. RBS has facilitated sustainability measures including zero-waste to landfill initiatives. The bank provides jellybeans and refreshments for Kiltwalkers and has recognized outstanding Kiltie volunteers with special numbered banknotes. Thousands of RBS colleagues and their families participate and volunteer each year.
• Johnston CarmichaelcoreGTM or Marketing PartnerGold sponsor and Chartered Accountants providing support since 2016. They offer magic mirror photobooth entertainment at events and have teams of walkers participating. Partner Gemma Spiers serves as Partner and Chief Marketing Officer at Johnston Carmichael.
• LidlcoreGTM or Marketing PartnerOfficial Supermarket Partner since early 2022. Lidl provides thousands of delicious snacks to fuel Kiltwalkers at all Kiltwalk events, with snacks and refreshments available at pit stops along routes.
• Sir Chris Hoy's Tour de 4coreStrategic or Co-development PartnerKiltwalk announced a new charity partnership with Sir Chris Hoy to help boost his Tour de 4 fundraising campaign for cancer charities. When Kiltwalkers choose to fundraise for 'The Kiltwalk' under this initiative, all funds plus eligible Gift Aid go to Sir Chris Hoy's Tour de 4 for distribution among the cancer charities he is supporting.
• StagecoachminorGTM or Marketing PartnerProud supporters of Scotland's Kiltwalk offering free bus travel for the 'Kiltie' volunteers to and from Kiltwalk events.
• St Andrew's First AidminorStrategic or Co-development PartnerTeamed up with Kiltwalk to provide foot care tips during National Feet Week, helping Kiltwalkers prepare for long-distance walking and avoid common foot issues like blisters.
• Paul CooneycoreOthersAward-winning radio and TV broadcaster appointed as CEO in 2015. Previously Managing Director at Bauer Media (owners of Radio Clyde, Forth, West Sound and Borders) and launched Capital FM for Global Radio in 2011. Former Chairman of Cash for Kids Appeal and all-party Scotland Against Drugs.
• Judy Murray OBEminorOthersPopular tennis coach, mother of Andy and Jamie Murray, and Strictly Come Dancing star. Joined Kiltwalk Board of Trustees in January 2018 after leading off Edinburgh Kiltwalk. Awarded OBE in 2017 for services to tennis, women in sport and charity. Extremely popular figure who helps lead off walkers at events.

Scale indicators9 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Children in Need: UK-wide mass fundraising campaign (BBC telethon) with supporting events. Comparable in mobilizing large-scale UK charitable participation, corporate sponsorship, and celebrity-driven fundraising activation.
• Comic Relief: UK mass fundraising brand (Red Nose Day, Sport Relief) running mass-participation walking and sporting events. Comparable as a UK-wide charitable platform leveraging corporate sponsorship and celebrity endorsements to drive large-scale fundraising.
• British Heart Foundation: Major UK health charity that runs mass-participation fundraising events including walking and cycling challenges. Comparable as a large charity with corporate sponsorship, multi-event calendar, and brand-led peer-to-peer fundraising.
• Macmillan Cancer Support: Major UK cancer charity operating Mighty Hikes and other mass-participation walking events. Comparable as a large, established charity that runs walking-based peer-to-peer fundraising campaigns across the UK with corporate partnerships.
• RNLI: UK charity operating large-scale fundraising events including walks and community challenges. Comparable as a UK mass-participation charity with multi-city event calendar and significant corporate sponsor relationships.
• Oxfam (Trailwalker): Operates Trailwalker, a mass-participation long-distance walking fundraising event. Comparable as a non-profit walking-event platform with team-based participation, corporate sponsorship, and UK event footprint.

Direct peers

• Cancer Research UK (Race for Life): Operates the UK's largest mass-participation walking/running event series benefiting a single charity vertical (cancer research). Comparable event-driven fundraising model with multi-city rollout, low entry fees, and corporate sponsorship stack.
• Alzheimer's Society (Memory Walk): UK charity organizing annual Memory Walk series across multiple cities to raise funds for dementia support. Directly comparable mass-participation walking event model with multi-city footprint and corporate sponsorship.
• Walk the Walk: UK charity organizing mass-participation walking events (the MoonWalk series) for breast cancer causes. Directly comparable as a non-profit walking-event platform with celebrity ambassadors, multiple UK city events, and guaranteed fund delivery to partner charities.

Emerging players

• JustGiving: UK peer-to-peer fundraising platform integrated into the Kiltwalk App. Comparable as a digital fundraising infrastructure layer enabling individual event participants to raise money for charities, though operating at much larger UK scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thekiltwalk
• Facebookfacebook.com/thekiltwalk
• LinkedInlinkedin.com/company/the-kiltwalk

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Kiltwalk