More than 725,000 participated in over 125 events from growing Active Lifestyle portfolio
Zug, Switzerland – Infront has announced a historic year for its Active Lifestyle business as more than 725,000 participants entered over 125 events across 2023. The achievement significantly surpasses pre-COVID 19 levels and reflects a growth of more than 50% on 2022, highlighting the continued growing global enthusiasm for mass participation and active lifestyle sports events.
The figures signify both a strong post-pandemic rebound as well as the Group’s ability to deliver value, drive growth and create unparalleled experiences and emotions for participants and fans alike. It allows Infront to build a unique IP portfolio of events and supports the company’s vision to achieve global leadership in participation sports/active lifestyle while also surfing a noble business purpose by contributing to a more active and healthier world.
New formats and markets are key to growth
A key factor in this success story has been the remarkable growth and expansion of several properties over the last 18 months.
HYROX, a fitness racing event in which Infront holds a majority equity stake, has witnessed a phenomenal growth in participants of 184% compared to 2022. It has become a global phenomenon, expanding its presence to 15 markets in 2023 from just three in 2019, hosting 47 events in major cities around the world this year. There are strategic plans to expand HYROX into new markets in 2024/25 as it continues to establish itself as the global sport of fitness racing.
Infront's partnership with both the Sanlam Cape Town Marathon and Sydney Marathon also aims to shape the future of the global running ecosystem. Sydney Marathon recently met the Abbott World Marathon Majors criteria for 2023. The rapid growth of the event, strong focus on elevating the marathon to its highest level and commitment to meeting the criteria of Abbott World Marathon Majors again in 2024 will bring it closer to fulfilling its vision to join the running series. Similarly, the Cape Town Marathon has been identified as another key candidate for the WMM series, also making strong progress with the event in 2023 and keeping its strong ambition to represent the continent of Africa in the future as part of the Abbott World Marathon Majors. Both marathons are proud and eager to “learn” from the world’s best, the Abbott World Marathon majors - on their journeys towards becoming part of the Abbott World Marathon Majors series.
Infront has also solidified its position as the global leader in digital event photography and video solutions for mass participation events through its acquisitions such as Sportograf and MarathonFoto. In 2023, the company captured over 91 million photos across 1,105 events, serving over 500’000 clients globally. This underscores the Group’s commitment to adding value at every step of the participant's journey.
In addition to these remarkable achievements, Infront's Active Lifestyle portfolio also includes leading events like XLETIX, known for its challenging obstacle runs across Europe, which celebrated its tenth anniversary this year. XLETIX Kids, launched in 2021, recorded over 100,000 participants in 2023 - including a new Official World Record for the Largest Obstacle Course Event for Children counting over 13’000 participants at a single event.
Threshold Sports also forms part of the Group’s Active Lifestyle unit. Race to the Stones, one of the company’s Trail Series ultramarathons, was awarded the title of Favourite Ultramarathon at the Women's Running Reader Choice Awards in 2023. Celebrating its tenth anniversary, the event saw over 2,500 participants. This accolade is particularly significant as it comes after the introduction of Threshold’s Ultra 50:50 campaign focusing on gender equality in ultramarathons.
With Megamarsch, Infront is also leading the future of urban hiking, with continued strong growth of the series by reaching record participation numbers in 2023 while attracting key industry partners such as Columbia Sports.
The innovative B2Run corporate running series also had a remarkable rebound post pandemic with 260’000 participants in the region of Germany, Austria, and Switzerland, making it the biggest running series in Europe.
In addition, the empowering schauinsland Muddy Angel Run, Europe's largest mud run series dedicated to women, has also contributed significantly to the surge in participation.
Hans-Peter Zurbruegg, Senior Vice President Active Lifestyle, Infront said: “This year's success is a testament to our team's dedication to shaping the world of participation sports and build a unique portfolio of owned IPs, reach, create and engage communities while keeping a clear focus and commitment on enhancing the participant experience at every level. I feel privileged to count on such a passionate team, to work and partner with the best in the industry and together contribute to a more active and healthier world."
