The only industry conference for adventure sports events organisers.
Introduction - ASEC 2025
In association with the Kendal Mountain Festival, Shane Ohly of Ourea Events and James Thurlow of Open Tracking are hosting the fifth industry conference explicitly aimed at those who organise adventure sports events on Friday, 21st November 2025. The conference is being held at the Castle Green Hotel, Kendal. The Adventure Sports Events Conference (ASEC) will once again provide an opportunity to hear some highly regarded speakers whilst networking with other event organisers and industry professionals. We hope that delegates will make a weekend of it, staying in Kendal for the internationally renowned Kendal Mountain Festival.
When? Friday 21st November 2025
Where? Kendal, Cumbria
Who? You!
Tickets? £99, including refreshments and lunch (buy your ticket HERE)
Conference Aims
The conference will be a chance to be informed and challenged by a great selection of speakers on a range of topics relevant to those who put on Adventure Sports events. For us, the definition of Adventure Sports events is more about where the event is held and the challenges it presents, rather than the type of event taking place (e.g., an off-road triathlon Vs a city-based triathlon).
ASEC pulls together a range of exceptional speakers with real insight and expertise, and our conference goal is to share good practice examples and stories amongst the community of Adventure Sports events organisers, whether they are small community focused events, or some of the UK’s largest commercial events.
Who Should Attend?
The conference is for Adventure Sports event organisers. This likely includes operational staff and managers, course planners, race directors, and event directors at larger commercial events, but independent race and community event organisers are also most welcome.
If you are a volunteer event organiser working on a community/club not-for-profit basis, don't hesitate to contact us for eligibility for limited free-of-charge tickets.
The following organisations attended ASEC… why isn’t your business here?
Your Hosts
James Thurlow – occasional cyclist, orienteer, walker – previously Event Director for Open Adventure, hosted over 120 events in 16 years, including the ITERA Expedition Race part of the Adventure Racing World Series, the C2C in a Day, a sportive for over 1000 cyclists from one side of the country to the other, and the Lakes in a Day 50-mile ultra-run through the Lake District. James is the owner of Open Tracking, which provides live tracking and timing services to around 250 events each year in the UK and throughout the world with their operating partners.
Shane Ohly - is the CEO of Ourea Events and works as the Event Director of the Dragon’s Back Race®, Cape Wrath Ultra® and Salomon Skyline Scotland®. He was the organiser of the Skyrunning World Championships in 2018. He has a fascination with risk management within adventure sport, and has not been afraid to push the boundaries of what is achievable with events like the Glen Coe Skyline®. Shane is also a well-known mountain runner, multiple mountain marathon champion, and esoteric FKT record holder.
In association with the Kendal Mountain Festival taking place in Kendal the weekend of 21st-23rd Nov 2025.
Why not make a weekend of it?
2025 Conference Programme
Details of the 2025 conference programme, speakers and topics will be confirmed in June when tickets for the 2025 edition are available.
08:30 - 09:15
Registration
Join us from 08:30 for coffee, pastries and breakfast baps, and enjoy the chance to meet other conference delegates for some informal networking before the day kicks off.
09:15 - 09:30
Welcome
Your ASEC hosts Shane Ohly and James Thurlow will welcome everyone to the conference.
09:30 - 10:00
Hayden Arrowsmith
UK Event Director, UTMB
UTMB in the UK
We are delighted to welcome Hayden Arrowsmith, UK Event Director for UTMB, to the Adventure Sports Events Conference. As the driving force behind UTMB’s expansion in the UK, Hayden oversees the critically acclaimed Arc of Attrition in Cornwall and Ultra-Trail Snowdonia in North Wales — two of the UK’s most popular trail races, attracting thousands of participants. In his talk, Hayden will share his journey from the high-pressure worlds of triathlon and motor racing, to managing these flagship trail events. He’ll discuss the rise of the UTMB brand, its influence on UK trail running, and how it has been harnessed to drive positive change across the sport.
10:00 - 10:30
James Elson
Managing Director / Centurion Running
Trail Running on the World Stage
We are delighted to welcome James Elson, founder of Centurion Running, to the Adventure Sports Events Conference. Since 2010, James has been a driving force in UK ultrarunning, directing over 120 races between 50km and 200 miles and establishing a Coaching Team and Ultrarunning Store. In his talk, James will explore trail running on the world stage, focusing on the World Trail Majors series and Centurion’s journey to integrate the South Downs Way 100 into this prestigious circuit. He will share insights into the challenges and successes of elevating a local race to international prominence, reflecting on the evolution of trail running and its global community. James also volunteers as the Chairman of the Trail Running Association and sits on the Mountain and Trail Strategy Group at UKA.
10:30 - 11:00
Break
Coffee, tea, refreshments and biscuits, and the opportunity for catching up with friends and colleagues, and to network with conference delegates.
11:00 - 11:30
TBC
TBC
TBC
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11:30 - 12:30
The Future of Trail Running
This session draws inspiration from the "Future of Trail Racing" panel at TrailCon in June 2025, where Shane Ohly and Matt Walsh contributed as speakers. It was evident that trail running is entering a period of rapid and complex transformation, driven by a convergence of cultural, commercial, and competitive shifts. This ASEC panel will explore the key forces shaping the future of trail running, from the evolving culture of participation and event delivery to market dynamics, product innovation, and the growing professionalisation of the sport. The discussion will reflect on trail running’s roots and its future trajectory, considering the role of globalisation, changing consumer behaviours, and rising investment from major brands such as Nike ACG, ASICS, and adidas TERREX. The panel will also examine the growing influence of international frameworks, including the UTMB World Series, the Golden Trail World Series, and the World Mountain and Trail Running Championships. With global participation in trail running now growing at over 9% annually, it is clear that the sport, in all its forms, from trail and fell to mountain running, is evolving at a rapid pace and on a significant scale.
Rebecca (Becs) Richardson
Co-Founder and CEO of Running Industry Alliance (RIA)
We are delighted that Rebecca (Becs) Richardson, Co-Founder and CEO of Running Industry Alliance (RIA), will be joining the panel on the future of trail running. With over 30 years’ experience across the sports industry, Becs Co-Founded RIA in 2022 to bring together brands, retailers, events, charities, media, communities and industry partners across the UK and Ireland with a global reach. Becs is passionate about the power of collaboration and brings insight into how shared purpose and innovation are driving positive change and growth across the running industry.
Lucy Ham
UK Sales Lead, INOV8
We are delighted to welcome Lucy Ham to the panel on the future of trail running. With senior commercial roles within the running category at Puma, Nike, and now as UK Sales Lead at INOV8 (the UK brand most closely associated with trail and fell running), Lucy brings a unique perspective on the business of the sport. Her strategic insight, commercial sense, and leadership experience across global and domestic markets offer a valuable lens on the evolution of trail running in the UK. Passionate about snow sports, mountain running, and all cycling disciplines, Lucy also brings deep personal experience in outdoor recreation.
Matt Walsh
Media Strategy Director at WPP and creator of Trailmix
We are delighted to welcome Matt Walsh, Media Strategy Director at WPP and creator of Trailmix, to host our panel on the future of trail running. Matt brings a unique combination of professional insight and deep sector knowledge to the conversation, merging his experience in shaping global media strategy with his role as author of Trailmix, the influential Substack newsletter widely regarded as one of the most insightful reads for trail running professionals. With a keen focus on the connections between business, culture, media, and community, Matt has become a key voice in the global trail running discussion.
12:30 - 13:30
Lunch
Two course buffet lunch served in the Greenhouse Restaurant. Last year, this was a real highlight for delegates, with ample time to relax in the comfortable hotel restaurant, enjoy the spectaular views over Kendal and mingle and network with other race organisers.
13:30 - 14:30
Industry Updates
13:30 - 13:45 CQC Regulation of Event Medicine
Dr Natalya Kennedy, Medical Director, Shelter Stone
Changes to the Care Quality Commission's mandate will mean that sporting and cultural events will soon be regulated by the CQC, alongside the implementation of the new Event Healthcare Standard. Dr Natalya Kennedy will provide an update on what this means for event organisers.
13:45 - 14:00 TBC
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14:00 - 14:15 Representative Association Update
Shane Ohly, Ourea Events
Last year, we asked all the delegates if they thought that a UK-wide representative association, advocating on behalf of adventure sports event organisers, might be helpful or required. Shane reports back on the options and possibilities.
14:15 - 14:30 Audience Survey Results
James Thurlow, Open Tracking
All attendees will be asked to complete an anonymised online survey in the month before ASEC. Our goal is to gain insight into the trends, pressures, and opportunities we perceive as adventure sports event organisers and share this with our audience.
14:30 - 15:00
Ross Worthington
Director, RAW Adventures
Insights from the Charity Sector
We are delighted to welcome Ross Worthington, co-founder and Director of RAW Adventures, to the Adventure Sports Events Conference. With decades of experience delivering outdoor adventures and supporting events across the UK, Ross specialises in providing expert logistical and safety support, particularly within the charity sector. In his talk, Ross will share how RAW Adventures works behind the scenes to enable other organisers to deliver successful, impactful events. Drawing on his experience coordinating large teams of professional staff and volunteers, he will highlight best practices from the charity sector and reflect on the critical role of collaboration, communication, and competence in delivering large-scale outdoor experiences.
15:00 - 15:30
Break
Coffee, tea, refreshments and biscuits, and the opportunity for catching up with friends and colleagues, and to network with conference delegates.
15:30 - 16:00
Will Roberts
Media Manager, The Spine Race
Brand Building through Storytelling
We are delighted to welcome Will Roberts, Media Manager of The Spine Race and widely regarded as the face of this legendary endurance event, to the Adventure Sports Events Conference. With a rich background as a freelance digital content creator and presenter, Will also brings academic insight as a lecturer at Sheffield Hallam University in digital media creation. In his talk, Will will reveal how The Spine Race’s media image has been carefully curated over time, sharing the evolution of storytelling strategies, behind-the-scenes production of gripping race content, and the use of emerging technologies. He’ll also trace the history of this truly epic and now very famous event along the Pennine Way and explore its future trajectory as one of the world’s great endurance running challenges.
16:00 - 16:30
Wrap Up
ASEC hosts Shane Ohly and James Thurlow take to the stage and wrap up the Adventure Sport Events Conference. This will be an opportunity to discuss the day's themes in an open-floor question-and-answer session among all the delegates.
Not for profit.
This conference is being run on a not-for-profit basis. Your attendance fee covers ticketing, the hotel conferencing facilities, drinks and food, as well as any expenses for the speakers. Any excess fees will be rolled into hosting future conferences.
