Swimathon - it's local, but on a national scale

With Swimathon closing in on £50m of charitable fundraising in its 30+ year history, I am often asked the question as to why the campaign is so successful and as I was reviewing the campaign Twitter feed on Sunday evening following another incredible weekend of swimming achievement up and down the country, it dawned on me that one key word can sum up Swimathon and its longevity over the years; community.
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Active Lives - changing habits and the importance of innovation

For this blog, we’re going to delve further into the Active Lives research to look at some more specific data on smaller activities and discuss the changes in participation whilst providing insight and reason for this. In particular, we are going to look at the change in participation of four key activities; team sports, adventure sports, fitness classes and interval sessions.
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New Year, Same Active You

We’re all familiar with the phrase ‘New Year, New You’ and now, a month into 2018, I’m sure there are a number of people out there for who that is still resonating and others who hit the ground running for the first week of January but are already falling off the proverbial wagon.
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Continual innovation - a 30 year challenge

The first year of Open Water Swimathon has been a great success. Account Director, Ian Hayne, writes about the importance of continuing to innovate to keep long-standing campaigns relevant and successful.
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Behind-the-scenes of the Great Big Walk

Last weekend the Great Big Walk culminated with the five teams of walkers reaching their own communities for their own Big Lunch. We spoke to three Limelighters to get their unique perspective on that it was like to work on this exciting project.
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24 Hours in the Active World

Millions of individual journeys... one shared story. Bigger than any nation, or even any religion, over three quarters of the worlds population living and breathing an active life.
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The Active World // Anyone, Anywhere, Anyway

If football can be played on a zig-zag pitch in Khlong Toei, basketball can be played at 11,000ft and homeless football players become global sports champions, anything is possible in the Active World. It doesn't matter who you are, where you live or how you do it - we can all be citizens.
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The Event Experience Journey

There are thousands of moments in any experience. In our work to create meaningful real life active experiences we believe it is important to understand the consumer journey, to focus our efforts on the most influential moments and to create optimal experiences.

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Connecting your brand to 4 essential human needs

We all know that the leading businesses in the world are those that are making people’s lives better.  Both for their customers, and their employees, they functionally and emotionally solve our various human needs and desires. A fundamental problem for marketers, employers and governments today, is how can we connect with people in a meaningful way?

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Changing Consumer Behaviour and Attitudes

On a day when we have been told that Adidas is cutting its ties with the IAAF, I’ve been wondering whether it’s too fanciful for major brands to turn their attention to Joe Public and start backing everyday participation rather than focusing their cash at the top end of sport. 

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Keeping it in the family

It’s all too easy to assume that participation sport is for the enthusiast, the slightly obsessive individual prepared to put in hours of training to achieve their goal.  They’re the one that we’re really targeting events at right? Wrong.

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