Episode 20 – Running Industry Alliance Podcast with James Shipley (ATW Events)

Episode Overview

In Episode 20, Matt and Tom delve into the huge and consistent rise in demand for endurance events with James Shipley from ATW Events - responsible for over 100 multisport events annually. James shares ATW’s origin in 2011 as a passion project from long-distance racing & nutrition, evolving into one of the UK’s largest event portfolios.

The Event Boom

• James highlights record-breaking performance: May entries up 54.7% YoY, the best sales month since 2011 and without launching new events.
• Strong growth seen across Running and Triathlon events, including for example St Albans Half Marathon where registrations are +14%.
• Contributing factors are discussed including community, wellbeing, belonging, experiential features (course music, entertainment and event villages), post-pandemic mindset shift and focus on inclusivity.

Further discussion points include on-the-ground work, insights and looking ahead at what is next for ATW Events and the industry. RIA Alliance Advisory Board & industry collaboration and closing thoughts round off this great and insightful episode. LISTEN NOW!

Key Takeaways

• Community, storytelling & experience over competition.
• Seamless participant journey, personal content and engaging atmospheres proves to drive growth.
• Collaboration via Running Industry Alliance fosters industry resilience, shared learning, connections & innovation.
• Data-driven formats power future growth.

🗓️ Mention of The Running Conference (7th to 9th December) and the role of Running Industry Alliance (RIA) in connecting brands, events, retailers, communities and more.

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Thank you for listening, subscribe to be first to hear the latest episode drops!

In this episode of the RIA Podcast, we dive into the world of Retail, Brand and RIA!

Pro:Direct with Katie, shares valuable insights from one of the UK’s leading premium online sports retailers. Co-hosted with Matt and Phil.

With a rich heritage dating back to 1981 and a pioneering online presence since 1998, Pro:Direct has evolved alongside the industry - offering a specialist approach to running and an athlete-focused mindset that drives performance, innovation, and growth.

Key topics include:

• The running boom and what it means from a retail lens
• Working closely with brands - navigating forecasting, sustainability and direct to consumer (D2C) shifts
• Running product cycles and a look at how Pro:Direct supports development of product with the running brands, successful launches and other innovations coming in the future!
• Growing the running community through Pro:Direct Running Club, loyalty programs, money-can't-buy opportunities and education
• Pro:Direct being one of the first to move to own imagery and content rather than brand issue - a bold move at the time
• Collaboration over competition - why honest brand relationships and discussions matter now more than ever also with fellow retailers in the same space
• Katie’s perspective on where retail is headed and how being dynamic, fast paced and consumer-led is key
• From warehouse to consumer - how 7-day fulfilment offering and custom content make a difference
• And finally, Katie’s thoughts on how RIA brings the industry together, fosters real collaboration and helps shape the future of running across every vertical

🎧 Tune in for a deep dive into the business of running from the retail front line.

🗓️ Mention of The Running Conference (7th to 9th December) and the role of Running Industry Alliance (RIA) in connecting brands, events, retailers, communities and more.

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Thank you for listening, subscribe to be first to hear the latest episode drops!

Running Industry Alliance Podcast in association with supersonic – Episode #18 featuring Andrew Smith now live!

Matt and Tom are in conversation with Andrew Smith, CEO at A.S.O. UK.

In this episode, we are joined by Andrew Smith, CEO of A.S.O. UK, to talk about his fascinating journey from early beginnings in event operations to leading some of the UK’s biggest and most ambitious mass participation events. From “tea boy to CEO” (his words!), Andrew shares how early roles shaped his passion for operational excellence from managing finish lines to launching cycling events and new half marathons with purpose.

We explore the evolution of the adidas Manchester Marathon and what it takes to develop world-class events that leave a lasting legacy in their host cities.

Andrew lifts the curtain on plans to future-proof Manchester’s Marathon, create further extraordinary runner experiences, and grow the event into a weekend-long festival style celebration of running, community, and positive impact.

Looking ahead, Andrew shares exclusive insight into A.S.O. UK’s latest project collaboration – the newly announced ASICS LDNX 10K event – bringing a new kind of running experience to London this summer at the spectacular Wembley Stadium.

We talk growth, innovation, sustainability, and how A.S.O.’s DNA of creating emotion-led events is driving a bold future for running in the UK and beyond.

A brilliant conversation for anyone working in or passionate about the running industry and in particular events and mass participation. This episode is packed with lessons in leadership, creativity, and why there should be no limits to what running events can achieve and by working together.

A plethora of firsts are discussed, this is another great episode in the RIA Podcast and Members journey, one not to miss!

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Hosts & Guest:

• HOST & ANCHOR: Matt Ward LINKEDIN
• HOST: Tom Kerry LINKEDIN
• GUEST: Andrew Smith LINKEDIN

Useful links:

• A.S.O. UK : WEBSITE
• Running Industry Alliance WEBSITE
• Running Industry Alliance ON INSTAGRAM
• Running Industry Alliance ON FACEBOOK
• Running Industry Alliance ON X
• Running Industry Alliance ON YOUTUBE
• The Running Conference presented by haku #TRC25 WEBSITE

Thank you for listening, subscribe to be first to hear the latest episode drops!