active training world

Name

active training world

Legal name

Active Training World

Website

https://activetrainingworld.co.uk

Company type

Private

Operating status

Operating

Ownership category

akta.pro rank

Product category

Sports Event Management Services

NAICS

Other Spectator Sports (711219), Sports and Recreation Instruction (611620)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB)

akta.pro secondary industry

Open Water Swimming Events (OWS Races, Swim Challenges) (MPAKAIAF)

Keywords

• Multi-sport event management
• Running event organization
• Swimming event organization
• Cycling event organization
• Online event registration

Headquarters

HQ city

Harpenden

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Revenue generated from participant registration fees for running, swimming, and cycling events including triathlons, open water swimming sessions, and multi-sport events.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Active Training World organizes and registers participants for running, swimming, and cycling events, including triathlons, open-water swimming sessions, and multi-discipline swim-bike-run activities. Its ATW Events service supports event discovery, registration, scheduling, and coordination for novice and experienced athletes through an eventrac-powered website.

Product overview

Active Training World (ATW) is a multi-sport event management company operating as a single unified service rather than a modular platform. The core offering is ATW Events, which provides event registration, scheduling, and coordination for running, swimming, and cycling enthusiasts. The company also offers ancillary services including the ATW Loyalty Scheme for repeat participants, ATW Gift Cards for event entries, and event-specific passes like the ATW 2026 EVENT PASS. Event results are facilitated through Event Chip Timing integration, and event photography is provided through photos.atwevents.co.uk.

Differentiator

Problem solved

Functional benefit

Products and services

• ATW Events Event registration, scheduling, and coordination service for running, swimming, and cycling enthusiasts, including triathlons, open-water swimming, and multi-discipline sessions.
• ATW Gift Cards Gift vouchers that can be purchased for use toward Active Training World event entries.
• Open Water Swimming at Merchant Taylors' School Organized open-water swimming event at Merchant Taylors' School for individual participants.
• Mallory Park - Swim, Bike, & Run Sessions Organized swim, bike, and run sessions at Mallory Park for multi-sport participants.
• Midweek Dorney Triathlon - August Organized August midweek triathlon event at Dorney for individual multi-sport competitors.
• Brit Tri Grand Final Mallory - Camping & Parking Grand-final triathlon event at Mallory Park with camping and parking participation options.
• Dorney Triathlon - August Organized August triathlon event at Dorney for individual multi-sport competitors.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor.

• SkechersminorGTM or Marketing PartnerSports footwear brand partnership featuring Skechers as a partner on the ATW website. Skechers is a UK-based sports footwear company.
• Alzheimer's Research UKminorGTM or Marketing PartnerOfficial charity partner for ATW events, raising awareness and funds for dementia research through participation events.
• Zone3minorGTM or Marketing PartnerWetsuit and swimwear brand partner for ATW. Zone3 drives referrals to ATW events through their platform with tracking parameters.
• Yellow JerseyminorGTM or Marketing PartnerBicycle insurance provider partner offering discounted insurance for ATW event participants.
• RunDotminorGTM or Marketing PartnerRunning analytics platform partner that drives referrals to ATW events through their platform.
• TriDotminorGTM or Marketing PartnerTriathlon training and analytics platform partner featuring ATW as a partner and driving referrals to events.
• Sigma SportsminorGTM or Marketing PartnerCycling and triathlon equipment retailer partner driving referrals to ATW events.
• Get CoachedminorGTM or Marketing PartnerCoaching services partner offering triathlon coaching specifically for ATW participants.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Human Race: UK mass-participation event organiser running triathlons, cycling events, and multi-sport races. Closely comparable in event categories, geographic focus, and direct-to-consumer registration model.
• RunThrough Events: UK-based running and triathlon event organiser offering road races, triathlons, and multi-sport events with online registration. Directly comparable in target audience, event mix, and self-serve booking flow.
• The Great Run Company: Major UK mass-participation running event organiser (Great North Run, Great Manchester Run). Comparable in mass-participation positioning, although with a stronger focus on running over multi-sport.
• Threshold Sports: UK endurance and multi-day challenge event organiser with cycling, running, and triathlon formats. Comparable event types and UK consumer audience.
• Race Roster: Registration and event management platform serving endurance race organisers globally. Comparable in serving the same race organiser buyer and participant base, though positioned as a technology provider rather than an in-house event operator.
• Parkrun: UK-originated free weekly 5k community running events with millions of participants. Comparable in inclusive community positioning and UK endurance audience, though free and weekly rather than ticketed mass-participation.

Broad incumbents

• IRONMAN: Global triathlon and endurance event brand with multiple mass-participation formats. Comparable in triathlon and multi-sport offering but operates at a much larger, international scale as a broad incumbent.

Emerging players

• Let's Do This: Online marketplace aggregating endurance and mass-participation events (running, triathlon, cycling). Comparable in participant-facing booking and discovery flow, although as a platform rather than an event organiser.

Others

• British Triathlon: UK governing body for triathlon that sanctions and supports events nationwide. Comparable in triathlon category but functions as regulator/federation rather than commercial event organiser.
• eventrac: UK event registration and timing platform that powers ATW's own booking flow. Comparable as the underlying technology stack serving UK endurance event organisers, but functions as a supplier/partner rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/eventsatw

Revenue estimate

Valuation estimate

Number of profiles

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 active training world