Swiss sports startup r-evo ventures has announced a strategic partnership with UK events collective Unsanctioned Athletics to design and launch a new spectator-centric race format for elite running.
Founded in Switzerland by former elite athlete Florian Lussy, r-evo is developing a live race model intended to reshape how audiences consume elite track and road racing.
Nottingham, UK-based Unsanctioned Athletics, established in 2023 by Gareth Maguire, George Howard, and Luke Myers, will take a primary role in the creative development of the inaugural event, bringing its experience in community-led, non-traditional road racing events across the UK and Europe.
The collaboration aims to combine r-evo’s SaaS (software as a service) and sports event frameworks with Unsanctioned Athletics’ event concepts. The focus is on live spectator experiences and integrated media coverage to engage both core running fans and mass-participation athletes.
Florian Lussy, Founder of r-evo, said “We want to bring community and elite sport closer together, and we are doing that by delivering a new spectator-centred running format. We are adding the experience and knowledge of the team at Unsanctioned Athletics to our own. They have an engaged running community and a clear appreciation for performance, which makes them the right partner to build it with.”
Luke Myers, Co-Founder of Unsanctioned Athletics, added “Race formats in elite athletics have rarely changed. There is an opportunity to bring something new to the sport’s die-hard followers, and to act as a catalyst that turns millions of passionate runners into fans.
“We are taking the playbook that has made our events a success across the UK and Europe and applying it to elite racing, together with r-evo. The aim is a first-class live experience linked to immersive media coverage.”
Further details regarding the race format and the location of the debut event – scheduled for 2027 – will be released by r-evo in the coming months.
www.r-evo.ch
www.unsanctionedathletics.com
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