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For Fitness Brands, Authentic Events Are the Next Growth Channel

Athletech News caught up with Events.com co-founders Stephen Partridge and Mitch Thrower to learn what events are resonating with consumers and how fitness operates can capitalize on the experience economy The growing interest in health and fitness—paired with Gen Z’s desire for in-person connection—has opened the door for brands to collaborate on high-energy experiences like […]

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For Fitness Brands, Authentic Events Are the Next Growth Channel

Athletech News caught up with Events.com co-founders Stephen Partridge and Mitch Thrower to learn what events are resonating with consumers and how fitness operates can capitalize on the experience economy

The growing interest in health and fitness—paired with Gen Z’s desire for in-person connection—has opened the door for brands to collaborate on high-energy experiences like fitness raves, competitive races like Hyrax (and the training that leads up to them) and even experiential retail events hosted by Nike and Gymshark.

One company at the forefront of this movement is Events.com, a marketplace connecting event organizers with eventgoers, co-founded by Stephen Partridge, president and Mitch Thrower, CEO. Fittingly, both entrepreneurs are avid athletes themselves—Partridge a waterman, surfer, windsurfer and former Olympic hopeful for Barcelona ’92, while Thrower is a 22-time Ironman triathlete and the prior co-founder of Active.com.

As Thrower describes it, we’re living in a rapidly expanding experience economy—one where consumers are prioritizing meaningful activities over material possessions. One sector is especially well-positioned to benefit from the shift: the fitness industry. 

A group of runners.
credit: Photo by Mārtiņš Zemlickis on Unsplash

“The rise of community-driven events, from running clubs to fitness gatherings with a festival-like atmosphere, capitalizes on the desire for connection, amplified by the isolation of the pandemic and a renewed awareness of health and mortality,” he tells Athletech News. “Organizers are tapping into this trend by leveraging accessible technology to create and promote these events, meeting the demand for social, sensory-rich experiences that blend physical challenge with human interaction.”  

Events.com has seen considerable growth in fitness events prioritizing social engagement, with the global running club phenomenon standing out as a prime example, Thrower confirms. Overall, though, the marketplace’s data suggests that shared connection is just as important as the challenge of a heart-pounding fitness event.

“These modern iterations draw diverse participants seeking both exercise and camaraderie, often in outdoor settings that enhance the experience,” he says. “Accessible events like group runs or yoga gatherings are gaining serious traction, appealing to wider demographics and naturally aligning with products or services. They tap into a growing desire for fitness experiences that feel like shared, uplifting journeys.” 

It’s a space where even traditional fitness operators—like gym owners—can compete and connect with Gen Z experience-seekers, Partridge adds, by launching their own events that focus on current trends (such as high-intensity circuits or group runs) while integrating their signature offerings. 

people work out at Hyrox event
Centr x Hyrox equipment | credit: Centr/Hyrox

“Alternatively, operators might consider partnering with established event producers, giving them access to proven frameworks without having to build everything from the ground up,” Partridge says.

Still, it takes more than a flashy event and social-ready branding—authenticity is what truly resonates with consumers, Partridge says, highlighting two major brands that are wildly successful in this area.

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“Experiential fitness marketing for this new breed of participatory events and communities is still in its early stages, but brands that succeed are those building authentic connections with consumers during moments of physical and social empowerment,” he says. “Effective campaigns foster loyalty by linking the brand to the event or local fitness communities that drive attendance, creating a sense of belonging. Companies like Lululemon excel with their community-focused yoga sessions and running groups, blending their apparel with a lifestyle ethos. On the other hand, Red Bull’s high-octane fitness challenges align their energy brand with peak performance. Both examples show the power of showing up where customers feel most alive.”

Although 2025 has a highly engaged base of consumers focused on health, wellness, fitness and connection, competition is fierce—and with some signs of tightening discretionary spending, brands may need to get more creative.

F45 Training, Now With Wiiings/image of Red Bull can
credit: F45

“To succeed in the thriving fitness event market this year, organizers need a strong technological foundation,” Thrower advises, adding that Events.com is equipped with all the tools needed for ticketing, marketing, analytics and sponsorship management for maximized impact. 

“Beyond that, two elements are critical: first, access to a target audience, whether through local networks or broader channels, to ensure visibility and participation,” he says. “Second, a standout venue or inspiring location can elevate the event into a memorable experience, attracting people who are looking for something worth sharing—something Instagram-worthy. Together, these components create a winning formula for 2025 and beyond.” 

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Meet the High Divers of the World Aquatics Championships – Singapore 2025

Up next in the women’s competition is Morgane Herculano. Morgane placed 11th at the World Aquatics Championships in Doha 2024 and ready to show the world what she has been training for in the World Championships in Singapore 2025.  We put Morgane into the question-and-answer hot seat. Here’s what we got from her: Image Source: […]

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Up next in the women’s competition is Morgane Herculano. Morgane placed 11th at the World Aquatics Championships in Doha 2024 and ready to show the world what she has been training for in the World Championships in Singapore 2025. 

We put Morgane into the question-and-answer hot seat. Here’s what we got from her:


Image Source: Morgane Herculano competes in the Women’s High Diving at the World Aquatics Championships- Fukuoka 2023 (Quinn Rooney/Getty Images)

When asked about her ideal landmark to dive in front of, Morgane didn’t hesitate. “Maybe the bridge in San Francisco. the Golden Gate! Yes, the Golden Gate,” she said. Combining iconic architecture with her thrilling sport would be an unforgettable moment.


Image Source: Morgane Herculano competes in the Women’s 20m High Diving at the World Aquatics Championships- Doha 2024 (Maddie Meyer/Getty Images)

Of all the places Morgane has competed, Doha holds a special place in her heart. “The view, the way they set up the pool, and having all four sports together at the World Championships—it was incredible.” It was also her first World Championships, making it even more memorable.


Image Source: President Barack Obama speaks at the 121st International Olympic Committee in Copenhagen (Charles Dharapak-Pool/Getty Images)

If Morgane could invite anyone to watch her perform, her pick is presidential. “Barack Obama,” she said. With such a respected audience member, her dives would be even more impactful!

Morgane keeps it simple when preparing for a competition. “I eat a banana about an hour before diving,” she said. “It’s easy to digest and doesn’t make me feel heavy.” This practical snack ensures she’s fueled and focused.

Morgane draws inspiration from nature and majestic landscapes. One location on her wish list is “the big mountain in Chur,” a breathtaking Swiss destination. It’s a testament to her connection with natural beauty and her adventurous spirit.

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Michael Moffitt named Roosevelt men’s and women’s cross country and track & field coach

Story Links Courtesy of Roosevelt Athletic Communications CHICAGO — Roosevelt Athletics announced the hiring of Michael Moffitt as the Lakers’ new men’s and women’s cross country and track and field head coach Monday evening. Moffitt arrives in Chicago after one season as the assistant coach at Purdue Northwest, a fellow member of the […]

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Courtesy of Roosevelt Athletic Communications

CHICAGO — Roosevelt Athletics announced the hiring of Michael Moffitt as the Lakers’ new men’s and women’s cross country and track and field head coach Monday evening.

Moffitt arrives in Chicago after one season as the assistant coach at Purdue Northwest, a fellow member of the Great Lakes Intercollegiate Athletic Conference. He previously spent three seasons as the Director of Men’s and Women’s Track & Field/Cross Country at Grace College in Indiana and one season as the head coach at Eastern University in Pennsylvania.

“I am thrilled to welcome Michael to our athletic department and begin collaborating with him on the growth of our cross country and track program,” Roosevelt’s Vice President of Athletics and Student-Athlete Success Michael Cassidy said. “Beyond the coaching experience, Michael’s energy, work ethic, and leadership ability stood out and will greatly benefit our student-athletes academically and athletically.”

Moffitt turned Grace’s program into one of the best in the NAIA during his three seasons at the helm. He recorded the highest rankings for both the men’s and women’s program in school history as the Lancers rose to as high as No. 3 indoors and No. 10 outdoors on the men’s side and No. 15 indoors and No. 23 outdoors on the women’s side. As a team, the men won two National Christian College Athletic Association championships and the women won three team titles.

He coached 115 national qualifiers, 83 all-conference performers, 31 conference champions and three national champions as individuals. Moffitt was also named the NCCAA coach the year five times – three times for track and field and twice for cross country.

During his time in charge at Eastern, Moffitt coached an All-American, two All-Region performers, three conference champions and 18 all-conference performers.

“I would like to thank Vice President of Athletics and Student-Athlete Success Mike Cassidy and the hiring committee for trusting me with this amazing opportunity,” Moffitt said. “I am truly honored to step into this new leadership role at Roosevelt. This team has the tools to grow into something special, and I can’t wait to begin this new chapter. “

Moffitt’s success began as a collegiate athlete at Indiana Wesleyan, where he was a member of the track and field program for four years. During that time, he won eight national championships in the high jump, two in the NAIA and six in the NCCAA, and qualified twice for the USA Track & Field National Championships in the high jump.

Following his time as an athlete with the Wildcats, he stayed at Indiana Wesleyan as a graduate assistant for two seasons. He was a member of the 2019 NAIA Program of the Year where he mentored three national qualifiers and an All-American.



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These 20 McQueen High athletes will sign college letters of intent to play at next level

Twenty McQueen High athletes will sign national letters of intent with colleges Tuesday during a signing-day ceremony at 11:30 a.m. in the Lancers’ big gym. Those players, which were provided by the school’s athletic administration, include: Division I * Shayne Patrick, swimming, Eastern Michigan University Division II * Jaxen McAdara, baseball, Cal State East Bay […]

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Twenty McQueen High athletes will sign national letters of intent with colleges Tuesday during a signing-day ceremony at 11:30 a.m. in the Lancers’ big gym. Those players, which were provided by the school’s athletic administration, include:

Division I

* Shayne Patrick, swimming, Eastern Michigan University

Division II

* Jaxen McAdara, baseball, Cal State East Bay

Division III

* Lena Minetto, swimming, St. Olaf College

* Camren Bingham, track and field, University of Puget Sound

* Addysyn Hansen, lacrosse, Bryn Mawr College

Junior college

* Avery Hayes, soccer, Lake Tahoe Community College

* Carmen Damian, soccer, Lake Tahoe Community College

* Adriano DoPrado, soccer, Folsom Lake College

* Brian Bruk, soccer, Santa Rosa Junior College

* Alex Hancock, football Butte College

* Cadel Ayala, football, Saddleback College

* Peter Park-Li, baseball, Butte College

NAIA

* Bella Coronado, wrestling, Eastern Oregon University

* Berett Callison, wrestling, St. Ambrose (Iowa)

* Evan Krantz, wrestling St. Ambrose (Iowa)

* Anna Wangberg, softball, Bethel College

* Cole Draper, golf, Ottawa University

Athletics Union

* Alyssa Allan, soccer, University of Chester (England)

* Emma McNamara, soccer, University of Chester (England)

Club sport

* Max Lancaster, lacrosse, Boise State (club)



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Armstrong Boys Volleyball Holds Off Park Center in Four-Set Win

4:56 PM | Monday, May 19, 2025 The Armstrong boys volleyball team held off Park Center in a Northwest Suburban Conference match-up to earn their fourth conference win of the season. The Falcons took the first two sets by scores of 25-19 and 25-16. Park Center rallied in the third set, winning 25-20. In the […]

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4:56 PM | Monday, May 19, 2025

The Armstrong boys volleyball team held off Park Center in a Northwest Suburban Conference match-up to earn their fourth conference win of the season.

The Falcons took the first two sets by scores of 25-19 and 25-16. Park Center rallied in the third set, winning 25-20. In the fourth set, the Pirates and Falcons were tightly contested until Armstrong ripped off eight straight points.

Kam Jospeh led the way for Armstrong offensively with several kills.

The Falcons are now 11-11 overall on the season with a 4-8 conference record.

The Pirates drop to 7-8 on the year with a 3-7 record in NWSC play.

Armstrong High School
Park Center Senior High School

Volleyball

CCX News – Daily Sportscast



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Making waves for a greener future: European Aquatics and Malta Final 4 Organising Committee unite for sustainable sporting legacy

European Aquatics and the Champions League Water Polo Final 4 Malta Organising Committee have announced a commitment to deliver a set of sustainable practices to minimise the environmental impact of all aquatics events. With several upcoming 2025 European Aquatics events on the horizon – including the Champions League Final 4 at the end of May […]

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European Aquatics and the Champions League Water Polo Final 4 Malta Organising Committee have announced a commitment to deliver a set of sustainable practices to minimise the environmental impact of all aquatics events.

With several upcoming 2025 European Aquatics events on the horizon – including the Champions League Final 4 at the end of May – the two organisations are aiming to set a new benchmark in sustainability and community engagement.

At the heart of their vision is a comprehensive strategy designed to significantly reduce the environmental footprint of the events.

The initiative also aims to leave a lasting social and economic legacy that will benefit not just the host nation of Malta, but also the broader international community.

By championing the Aquatics Social Responsibility Strategy, the organisers are looking to inspire healthier, more active lifestyles, while promoting inclusion and wellbeing through the power of sport.

In alignment with the United Nations’ Sustainable Development Goals, the strategy highlights how aquatics events can serve as a dynamic force for positive change – from environmental stewardship to community empowerment.

With this pioneering approach, European Aquatics and the Champions League Water Polo Final 4 Malta Organising Committee are not just hosting a competition, they’re setting the stage for a movement toward a more sustainable and socially responsible future in global aquatics.

During the Final 4 event, there will be a series of key initiatives that will help make the event a huge success out of the water, as well as in the pool.

These include a Green Task Force of trained and dedicated volunteers – including children – who will act as green wardens and wear T-shirts with slogans such as ‘Leave Only Ripples, Not Trash’ and ‘Respect the Water, Protect The Land – Keep It Clean.’

There will also be a ‘Sustainable Fun Zone’ that will highlight sustainability through interactive activities and raise awareness in an entertaining and engaging way. 

Numerous recycling stations will be located inside and outside the venue, a new lighting system – utilising LEDs –  will ensure higher efficiency, and a designated parking area away from the pool will mean the event is held in a car-free zone.

Community ties to water polo are also set to be strengthened through the distribution of free tickets to local nurseries, which will allow young children the opportunity to enjoy the games, and help to inspire the next generation of players.

You can find out more information about the Champions League Final 4 sustainability and legacy initiatives by clicking here.

         

 

   



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Jamie Cook Named 2025 Maine Sports Hall of Fame Inductee

Story Links ANNAPOLIS, Md. – Naval Academy Director of Track and Field / Cross Country Jamie Cook is among the 2025 Maine Sports Hall of Fame inductees. Cook joins nine other inductees who will be formally recognized at an induction ceremony at Husson’s Gracie Theatre in Bangor, Maine, on Sept. 21.   […]

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ANNAPOLIS, Md. – Naval Academy Director of Track and Field / Cross Country Jamie Cook is among the 2025 Maine Sports Hall of Fame inductees. Cook joins nine other inductees who will be formally recognized at an induction ceremony at Husson’s Gracie Theatre in Bangor, Maine, on Sept. 21.
 
“It’s such an honor to be recognized by my home state and I’m very appreciative of all the people who helped me get there, especially my parents and siblings,” said Cook. “My dad was my biggest influence, his support and my mom doing all the behind-the-scenes stuff is what motivated me. I appreciate them for everything they have done for me.”
 
The Honors and Selection Committee selects Maine sports figures to be inducted into the Maine Sports Hall of Fame from applications that are submitted for consideration and approval. The requirements necessary to be eligible as an inductee are:

 

  • Nominee must be a Maine sports figure whose achievements have brought distinction and honor to the state of Maine in any field of sport.
  • Nominee must be a Maine sports figure or one who has made a major contribution to the development and advancement of sports in the state of Maine.
  • Nominee must be a Maine sports figure having five (5) years of retirement from their last competitive event in their sports field of expertise (in extraordinary circumstances this can be waived).

 
Others inductees into the Maine Sports Hall of Fame class include Paralympian Clara Brown; “American Ninja Warrior” star Jesse “Flex” Labreck; Bryant Barr, a former Mr. Maine Basketball who played in college with NBA star Stephen Curry; Maine Celtics president Dajuan Eubanks; Kelly Bowman Flagg, a high school standout who went on to play Division I at the University of Maine and is the mother of standout NBA prospect Cooper Flagg; Danny Paul, a longtime track and cross country coach who won dozens of Maine road races over three decades; award-winning college basketball coaches Lynn Hersey and Warren Caruso; and longtime Bangor Daily News sportswriter Larry Mahoney.
 
Cook attended Kennebunk High School in Kennebunk, Maine, where he was a three-sport athlete, winning two national high school championships and state championships in six different track and field events. In football, he was all-state at five different positions and was named the Lobster Bowl MVP.
 

Additionally, Cook was honored as a three-time All-American and academic All-American while competing for Penn State from 1995 to 1998. He was also a Big Ten, IC4A, and Penn Relays champion in the multi-events during his collegiate career. He was a 2004 U.S. Olympic Team Trials competitor in the decathlon and competed in six USA Track & Field combined events (decathlon/indoor heptathlon) from 2002 to 2005. He also represented the United States versus Germany in the 2003 Decathlon Duel. His personal best in the decathlon, 7,853 points, came during the 2004 Olympic Trials year.
 
Cook is in his eighth season at the helm of the Naval Academy program and has won 30 Patriot League championships and 24 Patriot League Coach of the Year awards. Under his guidance, the Mids have dominated the Army-Navy Star Series, which is part of the overall Star Series presented by USAA, winning 24-consecutive indoor and outdoor Star Meets. Navy has claimed six IC4A outdoor championships and one ECAC outdoor championship under Cook. Last season, Cook sent a program-best four competitors (Jacques Guillaume, Nathan Kent, Braden Presser and Brahmir Vick) to the 2024 U.S. Olympic Team Trials in Eugene, Oregon.
 
Cook’s coaching career began at the University of Pennsylvania from 2001 to 2010. During his tenure with the Quakers, he coached 64 Ivy League champions, oversaw seven school records, and helped Penn capture a pair of team titles (2001, 2002).
 
After his tenure at Penn, Cook spent seven years (2010 to 2017) as an assistant coach at the University of Oregon. He guided athletes to 27 All-America honors, 18 individual conference titles, and six individual NCAA championships. He assisted with all 15 of the Ducks’ men’s and women’s NCAA titles in track and field.
 



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