Infront has announced a strong year for its Active Lifestyle business division, as more than 725,000 participants entered over 125 events across 2023.
The event organiser and media rights specialist added that its event operations… ‘significantly surpassed pre-COVID 19 levels [as well as] growth of more than 50% on 2022… highlighting the continued growing global enthusiasm for mass participation and active lifestyle sports events.’
A release from Infront continued… ‘The figures signify both a strong post-pandemic rebound as well as the group’s ability to deliver value, drive growth and create unparalleled experiences and emotions for participants and fans alike.
‘It allows Infront to build a unique IP portfolio of events and supports the company’s vision to achieve global leadership in participation sports/active lifestyle while also surfing a noble business purpose by contributing to a more active and healthier world.’
A number of event properties have seen notable expansion over the last 18 months.
HYROX, the indoor fitness series event in which Infront holds a majority equity stake, witnessed an 184% uplift in participants compared to 2022. It has expanded its presence to 15 markets in 2023 from just three in 2019, hosting 47 events in major cities around the world this year. There are strategic plans to expand HYROX into new markets in 2024-25.
Infront also partners with both the Sanlam Cape Town Marathon and Sydney Marathon. The Sydney Marathon recently passed a hurdle that edges the event closer to becoming the seventh Abbott World Marathon Majors event. Similarly, the Cape Town Marathon has been identified as another key candidate for the AbbottWMM series.
Infront has also solidified its position as a global leader in digital event photography and video solutions for mass participation events through its acquisitions such as Sportograf and MarathonFoto. In 2023, the company captured over 91 million photos across 1,105 events, serving over 500,000 clients globally.
In addition, Infront’s Active Lifestyle portfolio also includes events such as XLETIX, known for its challenging obstacle runs across Europe, which celebrated its tenth anniversary this year. XLETIX Kids, launched in 2021, recorded over 100,000 participants in 2023 – including a new Official World Record for the Largest Obstacle Course Event for Children counting over 13,000 participants at a single event.
Threshold Sports in the UK also forms part of the group’s Active Lifestyle unit. Race to the Stones, one of the company’s Trail Series ultramarathons, was awarded the title of Favourite Ultramarathon at the Women’s Running Reader Choice Awards in 2023. Celebrating its tenth anniversary, the event saw over 2,500 participants this year. The accolade from Women’s Running is particularly significant as it comes after the introduction of Threshold’s Ultra 50:50 campaign, which focuses on gender equality in ultramarathons.
With Megamarsch, Infront is also focused on urban hiking, with continued strong growth of the series reported, reaching record participation numbers in 2023 while attracting key industry partners such as Columbia Sports.
The B2Run corporate running series also had a rebound post pandemic with 260,000 participants in the region of Germany, Austria, and Switzerland, making it the biggest running series in Europe.
In addition, the Muddy Angel Run is billed as Europe’s largest mud run series dedicated to women, and also contributed significantly to the surge in participation.
Hans-Peter Zurbruegg, Senior Vice President Active Lifestyle, Infront said “This year’s success is a testament to our team’s dedication to shaping the world of participation sports and build a unique portfolio of owned IPs, reach, create and engage communities while keeping a clear focus and commitment on enhancing the participant experience at every level.
“I feel privileged to count on such a passionate team, to work and partner with the best in the industry and together contribute to a more active and healthier world.”
