Episode 20 – Running Industry Alliance Podcast with James Shipley (ATW Events)

Episode Overview

In Episode 20, Matt and Tom delve into the huge and consistent rise in demand for endurance events with James Shipley from ATW Events - responsible for over 100 multisport events annually. James shares ATW’s origin in 2011 as a passion project from long-distance racing & nutrition, evolving into one of the UK’s largest event portfolios.

The Event Boom

• James highlights record-breaking performance: May entries up 54.7% YoY, the best sales month since 2011 and without launching new events.
• Strong growth seen across Running and Triathlon events, including for example St Albans Half Marathon where registrations are +14%.
• Contributing factors are discussed including community, wellbeing, belonging, experiential features (course music, entertainment and event villages), post-pandemic mindset shift and focus on inclusivity.

Further discussion points include on-the-ground work, insights and looking ahead at what is next for ATW Events and the industry. RIA Alliance Advisory Board & industry collaboration and closing thoughts round off this great and insightful episode. LISTEN NOW!

Key Takeaways

• Community, storytelling & experience over competition.
• Seamless participant journey, personal content and engaging atmospheres proves to drive growth.
• Collaboration via Running Industry Alliance fosters industry resilience, shared learning, connections & innovation.
• Data-driven formats power future growth.

🗓️ Mention of The Running Conference (7th to 9th December) and the role of Running Industry Alliance (RIA) in connecting brands, events, retailers, communities and more.

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Thank you for listening, subscribe to be first to hear the latest episode drops!

In this episode of the RIA Podcast, we dive into the world of Retail, Brand and RIA!

Pro:Direct with Katie, shares valuable insights from one of the UK’s leading premium online sports retailers. Co-hosted with Matt and Phil.

With a rich heritage dating back to 1981 and a pioneering online presence since 1998, Pro:Direct has evolved alongside the industry - offering a specialist approach to running and an athlete-focused mindset that drives performance, innovation, and growth.

Key topics include:

• The running boom and what it means from a retail lens
• Working closely with brands - navigating forecasting, sustainability and direct to consumer (D2C) shifts
• Running product cycles and a look at how Pro:Direct supports development of product with the running brands, successful launches and other innovations coming in the future!
• Growing the running community through Pro:Direct Running Club, loyalty programs, money-can't-buy opportunities and education
• Pro:Direct being one of the first to move to own imagery and content rather than brand issue - a bold move at the time
• Collaboration over competition - why honest brand relationships and discussions matter now more than ever also with fellow retailers in the same space
• Katie’s perspective on where retail is headed and how being dynamic, fast paced and consumer-led is key
• From warehouse to consumer - how 7-day fulfilment offering and custom content make a difference
• And finally, Katie’s thoughts on how RIA brings the industry together, fosters real collaboration and helps shape the future of running across every vertical

🎧 Tune in for a deep dive into the business of running from the retail front line.

🗓️ Mention of The Running Conference (7th to 9th December) and the role of Running Industry Alliance (RIA) in connecting brands, events, retailers, communities and more.

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Thank you for listening, subscribe to be first to hear the latest episode drops!

Running Industry Alliance Podcast in association with supersonic – Episode #18 featuring Andrew Smith now live!

Matt and Tom are in conversation with Andrew Smith, CEO at A.S.O. UK.

In this episode, we are joined by Andrew Smith, CEO of A.S.O. UK, to talk about his fascinating journey from early beginnings in event operations to leading some of the UK’s biggest and most ambitious mass participation events. From “tea boy to CEO” (his words!), Andrew shares how early roles shaped his passion for operational excellence from managing finish lines to launching cycling events and new half marathons with purpose.

We explore the evolution of the adidas Manchester Marathon and what it takes to develop world-class events that leave a lasting legacy in their host cities.

Andrew lifts the curtain on plans to future-proof Manchester’s Marathon, create further extraordinary runner experiences, and grow the event into a weekend-long festival style celebration of running, community, and positive impact.

Looking ahead, Andrew shares exclusive insight into A.S.O. UK’s latest project collaboration – the newly announced ASICS LDNX 10K event – bringing a new kind of running experience to London this summer at the spectacular Wembley Stadium.

We talk growth, innovation, sustainability, and how A.S.O.’s DNA of creating emotion-led events is driving a bold future for running in the UK and beyond.

A brilliant conversation for anyone working in or passionate about the running industry and in particular events and mass participation. This episode is packed with lessons in leadership, creativity, and why there should be no limits to what running events can achieve and by working together.

A plethora of firsts are discussed, this is another great episode in the RIA Podcast and Members journey, one not to miss!

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Hosts & Guest:

• HOST & ANCHOR: Matt Ward LINKEDIN
• HOST: Tom Kerry LINKEDIN
• GUEST: Andrew Smith LINKEDIN

Useful links:

• A.S.O. UK : WEBSITE
• Running Industry Alliance WEBSITE
• Running Industry Alliance ON INSTAGRAM
• Running Industry Alliance ON FACEBOOK
• Running Industry Alliance ON X
• Running Industry Alliance ON YOUTUBE
• The Running Conference presented by haku #TRC25 WEBSITE

Thank you for listening, subscribe to be first to hear the latest episode drops!

Matt and Tom are in conversation with David Bone, Running Coach and Race Director at Camino Ultra.

In this episode you learn more about Camino and how it’s all about inclusivity, how Camino came about, the importance of local based events and communities, and the power of being local with their strong East London roots.

David talks about his journey in ultra running and how, in addition to the established events, Camino Ultra has built something that could take the community side of events to the next level with the new London 100 taking place in May 2025. We also hear about David’s running plans for the summer, why he thinks it’s an exciting time for brands with ultra running being a lot more accessible, and why we need to think about the other side of the narrative and sustainability.

Thank you for listening and do subscribe to be the first to hear about future episodes, and to join us on this journey for a deeper insight into the running industry.

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Hosts & Guest:

• HOST & ANCHOR: Matt Ward LINKEDIN
• HOST: Tom Kerry LINKEDIN
• GUEST: David Bone LINKEDIN

Useful links:

• Camino Ultra : WEBSITE
• Running Industry Alliance WEBSITE
• Running Industry Alliance ON INSTAGRAM
• Running Industry Alliance ON FACEBOOK
• Running Industry Alliance ON X
• Running Industry Alliance ON YOUTUBE
• The Running Conference presented by haku #TRC25 WEBSITE

Episode 16 of the Running Industry Alliance Podcast in association with supersonic features a wrap up from The Running Conference 2024 presented by haku, catching some of the energy and buzz from the floor.

This episode includes sound bites from:

• Becs Richardson, Running Industry Alliance & The Running Conference
• Jackie Levi, haku
• David Allen, Zen Running Club
• Nicola Fitzmaurice, Revive Active
• Tiffany K Martin, RIA Host / Elevated Health And Community
• Simon Freeman, Like The Wind

You can watch the TRC24 wrap-up video (thank you to our Filming Partner Commuter Films!) and save the date for The Running Conference 2025 presented by haku >>> 7th to 9th December 2025! More details will be announced about TRC25 very soon.

Thank you for listening and do subscribe to be the first to hear about future episodes, and to join us on this journey for a deeper insight into the running industry.

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Hosts & Guest:

• HOST & ANCHOR: Matt Ward LINKEDIN

Useful links:

• The Running Conference presented by haku WEBSITE
• Running Industry Alliance WEBSITE
• Running Industry Alliance ON INSTAGRAM
• Running Industry Alliance ON X
• Running Industry Alliance ON FACEBOOK
• Running Industry Alliance ON YOUTUBE

Running Industry Alliance Podcast in association with supersonic - Episode #15 featuring James Thurlow now live!

Matt and Tom are in conversation with James Thurlow, MD of Open Tracking.

James’ journey in the running industry stretches back nearly two decades, initially as an event organiser but now providing the largest live GPS tracking service to some of the industry’s biggest brands and foremost events.

Having been encouraged to keep his product alive after initial challenges, Open Tacking is now regarded as the market leader and James and his team as the go-to experts. James shares his thoughts on how trackers can best benefit an event or brand, the need to be able to support up to half a million people dot watching at one time, and where he believes the technology will go in the future.

Thank you for listening and do subscribe to be the first to hear about future episodes, and to join us on this journey for a deeper insight into the running industry.

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Hosts & Guest:

• HOST & ANCHOR: Matt Ward LINKEDIN
• HOST: Tom Kerry LINKEDIN
• GUEST: James Thurlow LINKEDIN

Useful links:

• Open Tracking: WEBSITE
• Running Industry Alliance WEBSITE
• Running Industry Alliance ON INSTAGRAM
• Running Industry Alliance ON TWITTER
• Running Industry Alliance ON YOUTUBE
• The Running Conference presented by haku #TRC24 WEBSITE

Running Industry Alliance Podcast in association with supersonic - Episode #14 featuring Lia Fyles now live!

Matt and Tom are in conversation with Lia Fyles, Race Director of the London Landmarks Half Marathon.

"When you think about who are the faces of the LLHM, it’s not the celebrities or the athletes, it’s the fundraisers. We’ve always awarded Bib Numbers 1-10 not to our fastest runners but to special fundraisers who have gone above and beyond."

In this episode we speak with Lia Fyles, Race Director of the London Landmarks Half Marathon. We discover how maths graduate Lia with a passion for salsa dancing went from being a former English teacher and fundraiser to leading of one of the biggest and best half marathons in the UK.

Having raised a staggering £50,000,000+ for charity since the inaugural event in 2018, the event organised by pregnancy and baby charity Tommy’s to benefit many good causes continues to go from strength to strength. Lia shares some insights into the inception of the event and expertly brings to life the importance of charity fundraising, participant experience, positive female participation, industry collaboration, and ambitions for the future.

Thank you for listening and do subscribe to be the first to hear about future episodes, and to join us on this journey for a deeper insight into the running industry.

There is a link on the homepage of the website and the podcast is also available to listen to on the following platforms:

Apple | Spotify | Amazon | Deezer

Hosts & Guest:

• HOST & ANCHOR: Matt Ward LINKEDIN
• HOST: Tom Kerry LINKEDIN
• GUEST: Lia Fyles LINKEDIN

Useful links:

• London Landmarks Half Marathon: WEBSITE
• Tommy's: WEBSITE
• Running Industry Alliance WEBSITE
• Running Industry Alliance ON INSTAGRAM
• Running Industry Alliance ON TWITTER
• Running Industry Alliance ON YOUTUBE
• The Running Conference presented by haku #TRC24 WEBSITE

Running Industry Alliance Podcast in association with supersonic – Episode #13 featuring Vicki Turner now live!

Matt is in conversation this month with Vicki Turner, Sales & Marketing Manager at Bridgedale.

“All we are trying to do is keep people comfortable on the trails, whether they are walking or running. That’s it, that’s our end goal to make durable, comfortable socks. It’s a small ambition if you like but it makes a big difference to people.”

Vicki Turner, Bridgedale

In this episode we discuss the history and heritage of the brand with Vicki, and how Bridgedale doesn’t just design socks but makes them. Their factory at the tip of the Strangford Lough, Newtownards, near Belfast in Northern Ireland has been knitting socks since WW1, when the first army socks were made. The strong heritage in hosiery is a feature of the Bridgedale brand and several of the team have been working in the factory for over 40 years, so they definitely know their socks!

Matt and Vicki discuss Vicki’s journey and background in the outdoors, the brand’s strapline of why “Little things matter”, how trail running has contributed to the growth of the brand, and the success of their collaborative product development process with the end user that also led to the latest Trail Run range. We also learn about the environmental side, yarn suppliers, and Bridgedale’s commitment to the highest standards of animal welfare.

Thank you for listening and do subscribe to be the first to hear about future episodes, and to join us on this journey for a deeper insight into the running industry.

There is a link on the homepage of the website and the podcast is also available to listen to on the following platforms:

Apple | Spotify | Amazon | Deezer

Hosts & Guest:

• HOST & ANCHOR: Matt Ward LINKEDIN
• GUEST: Vicki Turner LINKEDIN

Useful links:

• Bridgedale: WEBSITE
• Bridgedale Animal Welfare
• Running Industry Alliance WEBSITE
• Running Industry Alliance ON INSTAGRAM
• Running Industry Alliance ON TWITTER
• Running Industry Alliance ON YOUTUBE
• The Running Conference presented by haku #TRC24 WEBSITE