Case study Endurance events
AI lead generation: from 30 contacts a month to the whole market
10x
ROI, three weeks after go-live
5
more clients in the pipeline
3,000+
organisers ready to contact
A five-person events business was finding people to sell to by checking race websites by hand. We built an AI tool that reads the whole market every night and tells their Sales Director exactly who to call.
- Industry
- Endurance events
- Team
- About 5 people, part of a larger group
- Worked with
- Sales Director
- First prototype
- About a month
Before
The problem
Finding prospects meant checking race websites by hand. On a good month it turned up about 30 new contacts.
The races were all out there, tens of thousands of them, but spread across dozens of registration sites and directories. And none of them said who actually runs each race: the company you need to call.
26 sources, one database
Registration sites, directories, federations and timing companies, read every night. Then UK organisers are checked against Companies House.
-
RunSignup -
DUV Ultra Statistics -
Race Roster -
Find a Race -
British Triathlon -
Racecheck -
Wikidata -
Gran Fondo Guide -
UltraSignup -
AIMS -
World's Marathons -
Active -
UCI -
Results Base -
SiEntries -
Race Entry -
EventEntry -
EntryCentral -
The Entry Point -
Ironman -
USA Cycling -
Fell Runners Association -
BookitZone -
Spartan Race -
HYROX -
UTMB -
Companies House
After
One dot, one organiser to call
30 new contacts a month, found by hand 3,000+ organisers ready to contact, and growing every night
How
What we built
- 01
Read every race, every night
26 public sources, from running and triathlon to cycling and swimming, read automatically. 44,000 races and counting, in 183 countries.
- 02
Find who runs each race
Every race traced back to the organiser behind it: the company that buys, not the site that lists it.
- 03
Let AI find the people
An AI researcher reads each organiser's website and finds the race director and the decision-makers, showing where it found every name. If nobody is listed, it says so instead of guessing.
- 04
Score them and hand them over
Every organiser scored on fit and checked against Companies House, with an alert the moment one switches registration platform. The Sales Director exports a ready-to-call list.
UpScale went above and beyond.
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