How Infront’s Active Lifestyle unit drives mass participation sports sponsorship with low barriers and communities that return
Participation sports continue to surge as health awareness, community, and work life balance reshape how people move and how brands connect. Infront’s Active Lifestyle unit has refined formats that make it simple to start, motivating to return, and scalable across cities.
In 2025, the portfolio surpassed 170 events with 1.5 million participants, and we are doubling down on accessible concepts that emphasise inclusion, fun and repeatability, and to continue creating attractive mass participation sports sponsorship options
Alongside established formats that already demonstrate scalable participation, such as XLETIX Kids, we are expanding the portfolio with new concepts that open access for even more audiences.
Why low‑barrier formats win mass participation sports for participants and brands alike
These three pillars guide the development of every new format:
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Short distances, simple registration, and zero performance pressure
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Strong community moments that fuel organic storytelling
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Modular event architectures that copy and scale across cities
Low barrier formats attract people who may have never considered entering a race or fitness event, and they offer partners authentic ways to connect with broad and diverse target groups. Partners like Puma, Columbia Sportswear, DAK, Erdinger and many more use these same low‑barrier formats to create high‑value touchpoints in an environment where authentic interactions and measurable activation become effortless.
The formats
XLETIX Kids – the blueprint for accessible, family‑focused mass participation sports
XLETIX Kids shows how a simple idea can scale. Children run three to five kilometres with a guardian in a fun, family friendly environment. More than 100,000 children take part every year across Germany and Switzerland, and the format continues to inspire new concepts across the portfolio.
Why this format works now: Families are increasingly looking for shared, health-oriented experiences. XLETIX Kids offers a playful entry to family participation sports events that parents trust and children love. This strong family appeal also creates an attractive platform for brands seeking authentic, purpose‑driven engagement with broad and value‑aligned communities.
Megamarsch 25 km - accessible endurance for more people
Megamarsch is one of the strongest long distance hiking communities in the market. The new 25 km format makes this endurance sports event more approachable. Participants complete the route in six to eight hours with far less training than required for one of its traditional 50 or 100 km events.
Why this format now: A growing audience is seeking structured outdoor challenges without extreme performance requirements. The 25 km concept lowers barriers, opens the door for younger and more diverse participants and complements longer distances by acting as a feeder event.
This wider reach and inclusive appeal are also increasing its attractiveness to partners, reflected in recent developments: Columbia has extended its presenting partnership with Megamarsch through 2028, underscoring the event’s value as a platform that connects active, adventure‑driven communities with purpose‑aligned partners.
Gravel Run – from street to trail without the barriers
Gravel Run blends urban running culture with nature focused terrain. The event features an eight kilometres mixed surface route with a planned 14 km extension, segment racing and cheering zones. The atmosphere is active, inclusive and modern.
Why this format now: Running communities are embracing shorter trail inspired experiences that allow freedom, variety and a sense of adventure without needing advanced trail skills. Gravel Run fills the space between street and trail running, making the trend accessible to a broader group.
Run5 Teamstaffel - the corporate fitness and community format
Run5 Teamstaffel is built for teams. Each group of five completes five kilometres in parks or outdoor areas. The format taps into strong demand from companies looking for social, low barrier activities that strengthen team culture. As a new addition to our portfolio, it complements the highly successful B2Run series, which attracts over 250,000 participants annually, by offering a more flexible, community‑driven format in different types of locations.
Why this format now: Companies are prioritising employee wellbeing and in person team moments. A simple relay structure creates an inclusive atmosphere and enables fast scale across mid-sized cities.
Endure Relays - team based endurance with a festival atmosphere
Endure Relays introduces a collaborative style of endurance running. Teams complete continuous loops over several hours and share the experience through a lively event village that blends challenge, teamwork and celebration. The format encourages collective pacing, strategy and motivation, making it accessible to both experienced runners and newcomers who want to try endurance in a supportive group setting.
Why this format now: Running communities and companies are increasingly looking for endurance experiences that are social, inclusive and achievable together. Longer relay formats remove the pressure of individual long-distance efforts and create a strong sense of shared accomplishment.
Why partners value mass participation sports
Infront manages the entire event journey, from registration to event day. This creates opportunities to design specific and measurable brand touchpoints.
Examples include retail pick up for starter packs, product trials on site, community activations, and content moments that tell a brand story in an authentic way.
The combination of broad reach, repeatable structures, and strong community dynamics makes mass participation sports a powerful platform for sustainable brand activation. And increasingly, brands recognise that these environments tap directly into the global fitness culture: people who express their identity through movement, health and community - not just competition. This shift is reshaping how loyalty and relevance are built: by joining the fitness tribe, not just the race.
Be active together
Participation sports give people a sense of belonging and achievement, and they offer brands a genuine way to connect with communities. Their built‑in touchpoints – from on‑site experiences to authentic content moments – create activation opportunities that feel natural and memorable. If you want to reach broad audiences, encourage real engagement and build lasting impact, our team is ready to support you.
Contact us to explore partnership opportunities for 2026 and 2027.
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