2025 ASEC Speakers
Marc Laithwaite
Managing Director / Lakeland 100Chief Executive
The Spirit and Culture of the Lakeland 100.
Marc opened the day with a powerful, note-free talk that captured the very heart and soul of the Lakeland 100. The Lakeland has created a very loyal community of participants, Marc showcased this is achieved through vivid storytelling of the race full of characters and serendipitous moments, he showed how the race’s culture has grown from a 60-person start line into one of the sport’s most cherished institutions. His passion set the tone for the entire conference: events become extraordinary when organisers care deeply and build traditions with intent.
James Elson
Managing Director / Centurion Running
Independent Events and the Power of Global Collaboration. James shared a thoughtful and honest assessment of the challenges facing independent organisers today, from rising costs to increased competition for athletes’ attention. His reflections on bringing the South Downs Way 100 into the World Trail Majors were particularly valuable, showing how shared knowledge, cross-event collaboration and global networks can lift a nationally significant event to an entirely new level. It was a practical reminder of the benefits that come when organisers work together, rather than in isolation.
Anna Ridewood
Chartered Surveyor and Rural Consultant
Demystifying Access, Law, and Stakeholder Relationships
Anna delivered an information rich session that cut through confusion around landowner permissions, access rights and stakeholder engagement. Her real-world examples clarified what organisers can do under access law, and when consultation or permission is genuinely required. Delegates were quick to surround her during breaks, reflecting the value and importance of this topic.
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.
Sam Heward
Co-Founder, Ultra X
We are pleased to welcome Sam Heward, Co‑Founder of Ultra X, to our panel discussion at the Adventure Sports Events Conference. Since co‑launching Ultra X in 2018, Sam has helped grow the company into a leading multi‑stage ultra‑marathon series, organising events in over 14 countries. With a background in finance and a personal journey from completing his first ultra at age 22 to overseeing global race operations, Sam offers a unique mix of commercial insight, operational expertise, and a passionate dedication to making ultra‑running accessible and adventurous.
Ross Worthington
Founder of RAW Adventures
Raising the Bar for Charity Adventure Challenge Events. Ross Worthington of RAW Adventures brought a wealth of practical insight from decades spent supporting large-scale charity challenges and outdoor events across the UK. His talk shone a light on the often-invisible logistical and team that enable thousands of participants each year to complete demanding mountain challenges. Remarkably, in 2025, Raw Adventures supported over 300 events with 800+ members of staff. Ross emphasised the importance of professional competence, clear communication and well-trained teams, whether volunteers or paid staff, and demonstrated how the charity sector’s collaborative mindset can offer valuable lessons for adventure-sports organisers. His examples of behind-the-scenes coordination provided a grounded reminder that significant events rely on great partnerships, and that investing in people, planning and shared understanding is key to delivering safe and meaningful outdoor experiences.
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.
Shane Ohly
Ourea Events
Updated delegates on early discussions about forming a representative association for adventure sports event organisers. While the concept was well-received, progress hinges on volunteers willing to drive the work forward. For now, organisers were encouraged to consider the Trail Running Association (TRA), whose volunteer Chair, James Elson, gave a compelling explanation of how TRA licensing and membership directly support the sport.
James Thurlow
Open Tracking
James Thurlow presented the results of the pre-conference survey, giving a clear, data-driven overview of the concerns and priorities shared across the sector. From insurance pressures to land-access complexity, it painted a valuable picture of the landscape organisers are navigating.