01.The Brief

In 2019, we were approached by Action Medical Research (AMR) to design and deliver a new ‘Adventure Triathlon’ event for their Race the Sun series. Hosted in Keswick, in the Lake District, this new event would form part of their growing series of events which also included Brecon, South Wales and Coniston, Lake District. The event needed to cater to 150+ participants, and needed to be scalable, with the potential for expansion as the series grew in popularity.

After delivering the event for a couple of successful years in Keswick and creating an event format which ensured participants were given the very best experience, AMR further tasked us with expanding the series to include new locations and to offer both on-road and off-road cycling editions of the Race the Sun format. This would help diversify and expand their potential audience and fundraisers across the UK. 

02.Our Approach

Given our strong local knowledge of the Lake District and surrounding areas, we understood that venturing beyond the Lakes to other mountainous regions required careful planning to maintain the same high-quality experience for participants. We also aimed to minimise both environmental and social impact across the different locations.

To ensure the success of each event and to reduce our carbon footprint, we worked closely with local providers and suppliers in each of the delivery areas. This collaboration enabled us to leverage their regional expertise while supporting local communities, creating a truly sustainable model for the series.

We also looked at how we could scale the event without overwhelming the local communities or diminishing the participant experience. Instead of running the event in the traditional triathlon format, where all participants complete the phases in the same order, we introduced a staggered 'wave' start system based on teams assigned different colours: Blue, Green, and Yellow. Each colour denoted the order in which teams would complete the event’s three phases (cycling, kayaking, and hiking).

This staggered start system achieved several key benefits:

• Reduced Congestion: By spreading participants across the course, we minimised the number of cyclists on the road at any one time and the number of walkers passing local properties during early hours.
• Increased Safety: By spreading the teams across the three phases we ultimately reduce the amount participants on any one phase allowing our staff to have fewer people to look after.
• Increased Capacity: This system allowed us to increase the number of participants—ultimately scaling the event up to 400 participants per location—while ensuring safety and a minimal impact on the local community.

03.The Programme Outcome

As a result of this strategic expansion and innovative approach, the Race the Sun series has grown into a flagship event for Action Medical Research, raising over £1 million annually for the charity. Between 2020 and 2025, we’ve successfully expanded the series to include seven events across the UK:

• Coniston, Lake District
• Snowdonia, North Wales
• Brecon, South Wales
• Cheddar Gorge, Somerset
• Jurassic Coast, Dorset (x2 events)
• Keswick, Lake District

Thanks to careful planning, local partnerships, and a flexible approach to logistics, we are now able to accommodate up to 500 participants at many of these locations, with plans to increase capacity at those sites where possible. The event series now boasts a true ‘festival’ atmosphere, where participants not only challenge themselves but also get the chance to fully immerse in the breathtaking landscapes they are racing through.

Each location provides a unique experience, highlighting the local environment and natural beauty. The staggered 'wave' start system has enabled us to maintain a safe, enjoyable experience for all participants while scaling the event without compromising on quality.

04.What the client had to say