Run 4 Wales has acquired Always Aim High Events in a move that brings two of Wales’s leading mass-participation organisers under one roof.
According to a release from both companies… ‘The deal brings together two not-for-profit companies with aligned values, aiming to deliver high-quality events that boost community engagement and encourage physical activity.’
The move follows Run 4 Wales’ 2023 equity joint venture with London Marathon Events, which brought together two of the UK’s largest mass-participation organisations. The wider group is now working to increase participation, particularly among children and underrepresented communities.
Run 4 Wales (R4W), a charitable foundation and social enterprise, was established in 2012. It organises major events such as the Cardiff Half Marathon and Newport Marathon Festival, with profits reinvested into grassroots sport and health-focused community projects. Through the Run 4 Wales Charitable Foundation, over £1 million has been allocated to initiatives across Wales.
By integrating Always Aim High Events into its operations, R4W aims to grow its social impact and expand its reach, with operations now spanning Cardiff and Llanberis.
Matt Newman, Chief Executive at Run 4 Wales, said “We’re so proud to welcome Always Aim High Events into the Run 4 Wales family.
“Always Aim High have built a fantastic reputation for delivering high-quality events, with the participant experience and community impact at their core. This is a fantastic opportunity to integrate, share knowledge and create lasting impact right across Wales.”
Founded in 2011, Always Aim High Events has built a portfolio of endurance races showcasing some of the most scenic parts of Wales. These include the Slateman, Snowman and Sandman triathlons, as well as the Snowdonia Trail Marathon Eryri. The company has donated over £250,000 to local charities and groups through its events.
The partnership builds on an existing relationship between the two organisations, which have worked together for years as part of MSO Cymru, a collaborative group of Welsh mass participation event organisers.
Nigel Kendrick, Co-Founder of Always Aim High Events, said “This is an exciting opportunity for Always Aim High Events and the team here in Llanberis.
“It gives the business the platform to grow and thrive long into the future, while delivering a significant economic boost to the events sector in North Wales.”
Tim Lloyd, Co-Founder of Always Aim High Events, added “From the beginning, it’s been all about community and bringing world-class events to the stunning landscapes of North Wales. I’m delighted to continue supporting the business and look forward to seeing it flourish under Run 4 Wales.”
www.run4wales.org
www.alwaysaimhighevents.com
