GROUP EFFORT: mass participation events are heading towards a bright future

A new report predicts a positive year for large-scale participation events, like marathons, triathlons and those (always bragged about) Mud Runners…?

The Mass Participation Pulse 2023 is a report conducted by Massive, a specialist agency that optimises and improves the results of mass participation events. The goal is to better understand people’s motivations and behaviours, surveying over 4,000 event-goers.

Results revealed that, not only did 46% of participants want to take part in more events in 2023, compared to last year, people want to also prioritise their spending on event entries and new sportswear. In comparison, though, 10% are still avoiding large crowds due to Covid-19.?

John Tasker, director of Massive, told StandOutMagazine that the “challenge for the industry will be to encourage these participants to return, while also adapting and developing what we offer to attract new generations of event participants.”

When participants were asked what needs to be done to improve future events, sustainability and diversity came out on top. In fact, 36% ranked both as “highly important” factors. Tasker has said that those areas will be a “big consideration, especially with younger generations”, and goes on to say that, for the future to “look bright”, race organisers must balance new expectations while continuing to deliver a “fantastic event experience”.

Events like this bring people together in a shared goal and mission. They also have the power to make a positive impact on the world. If you organise events like this, use Ticketpass. And, for every ticket sold, we’ll donate 50% of the booking to a cause of your choosing.?