2019 ULTRA CHALLENGES

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1 2019 ULTRA CHALLENGES LISTED CHARITY INVITE We have now seen all 8 of our Ultra Challenge events take place this summer with more events and more participants than ever before it s been a great year and we had our biggest challenge the Thames Path with around 6,000 participants take part! However it s already time to kick off for 2019 and we are now in full launch mode with Early Bird and Past Participant sign-up deals being promoted across our online platforms, mobile APP, social media channels, e mail campaigns and general marketing activity Ultra Challenges Recruitment went well in 2018 and the Series saw nearly 17,000 participants take part (over 18,000 including the new end of season Chiltern 50k festival ) - and cements our position as the clear leader within the market for supported, accessible endurance events for all, and we firmly believe that it s the quality and participant experience of the Ultra Challenges which sets us apart from others. 96.7% of our Ultra Challenge participants rate them excellent or good (based on the average of our feedback surveys for the past 10 Challenges) The 1 st year of the Jurassic Coast Challenge 2,700 took part Self funding is running at ~ 50% of sign-ups for 2018 The average age of our participants is 41 and ~ 60% are female 2019 Ultra Challenge Plans Development of the Ultra Challenge Series will be focused on boosting participant numbers, strengthening the main Ultra Challenge brand, and making it all work for our charity partners. Major initiatives include: Introduction of 3 new Challenges - giving a core of 9 events + a new end of season 50k festival along the North Downs. The Peak District Challenge will see us heading out of our southern heartland and by 2020 we will a full complement of nationwide challenges as the brand awareness and its reach strengthens. Revised 2 tier fundraising options aimed at countering any drift to Self Funding - with one of the options widening the appeal of minimum sponsorship sign-up via low registration fees, and the other option akin to a mixed fundraising model with lower fundraising targets. We are confident that this will be successful. A single and fully revamped websitee for all the Ultra Challenges with the bulk of marketing & positioning aimed at driving traffic to that umbrella site (i.e. we want to become more like Tough Mudder where the brand / product is clear but with a series of events across the year / the UK)) A major drive to recruit more runners on to the events with a theme for marathon runners stepping it up - and we have a special promo deal for our Partners & Listed Charities to get involved with that initiative. A stronger range of Corporate packages again with the option for Charity Partner / Listed Charity involvement. Enhanced on event services to maintain a clear quality gap over any competitors and general charity events. 1

2 The 2019 Ultra Challenge Calendar... Isle of Wight Challenge (4-5 May) London to Brighton Challenge (25-26 May) Jurassic Coast Challenge (8-9 June) Cotswold Way Challenge (29-30 June) NEW - Peak District Challenge (13-14 July) NEW - Chiltern Challengee (27-28 July) this is a full 100km challenge South Coast Challenge (31 Aug 1 Sept) Thames Path Challenge & Thames Bridges Trek (7-8 Sept) NEW - North Downs 50 (end of season 50km Ultra festival end Sept/early Oct tbc) Visit our NEW website : for all the details! We envisage 22,000+ participants taking on an Ultra Challenge in 2019, with strong marketing, promotional, and new customer loyalty campaigns in place to drive recruitment. We also have another 3 existing events which will all grow significantly in 2019 (to 5,,000+ participants) and all Charities have an open invite for involvement within these events if they let us know. The Winter Walk (Londonn 13 Jan) The Easter Walk (Windsor 20 April) Halloween Walk (London 26 Oct 2018) Charity Partnerships 2019 There will be a similar charity partnership structure in place as per 2018: Series Partners... (all places taken) 10 Charities (as per 2018) - each having the ambition and capability to recruit a thousand or so participants across the Series of 9 core events. The Series Partnership package provides positioning across all the events and these positions are all confirmed with our existing 2018 Partner Charities Challenge Partners... (places still available but filling fast get in touch!) 8 Charities per event (max - as per 2018). Aimed at charities which want to really focus on one (or a few) of the Ultra Challenge events best suited to their audience, networks and marketing plans. Challenge Partners get strong positioning on the event(s) that they are partnering on - including: the website(s), our App, and advertising material - alongside reduced Registration Fees for participants signing up (compared to non-partner charities) - and a special 2

3 expanded Runners Promo Package. We still have places available on most challenges. Good News - the upfront Challenge Partnership Fee is also coming down! For Challenge Partners we will include the option of Charity marketing Opt Ins on our registration forms (GDPR etc for participants to confirm that they are happy to receive a range of info from the charities). Listed Charities... what most are! Charities which want a formal listing on the Ultra Challenge website, and on the event registration forms, enabling potential participants to nominate them to fundraise for (but no other major presence) and also agree to position the Ultra Challenge Series on their own website. No risk or upfront payment to be a Listed Charity you only pay for participants you recruit and there is no maximum number so you have the potential to recruit 00 s of participants. Participating Charities... Charities that will accept participants who nominate them (to fundraise for) and are prepared to pay the cost the participant s place - but are not listed on the Challenge websites in any form. Participating Charities are not obliged to promote the Ultra Challenge events, and pay a higher per participant place cost compared to the all other tiers of charity partners. Listed Charity 2019 Details This option suits many charities becausee of the risk free / low commitment level (and may be your preferred option again) and well over 300 will be joining us on this basis in Have the potential to recruit 00s of participants in 2019 no upfront risk or commitment Full access to marketing copy, imagery & support to promote & market the events Listing on the Challenge websites, by charity category, and alphabetically on the Registration Form - making it easy for participants to sign up for your charity URL link from the Ultra Challenge website listing to the charity s own website - making it easy for potential participants to find out more about you! Standard Charity promotional brochure & video for positioning on the charity s website Automatic inclusion within Challenge Early Bird type ongoing promotions & incentives Corporate package options available for your corporate teams of 10 or more Runners Promo Package big discounts on participant place costs on a special allocation of up to 3 runners places per event for the Charity to distribute & market to their harder core running supporters Participants Registration forms forwarded to you making administration easy (password protected) Listing Fee payable to Action Challenge just 100 (50% reduction compared to 2018) - NOT paid upfront and fully refundable / written off if you get 4 full distance equivalent sign ups (50% refundable if over 2 full distance equivalent sign ups are achieved). This is all reconciled prior to the last main Ultra Challenge event (Thames Path Challenge Sept 2019). 3

4 2019 Participant Place Costs & Fundraising Listed Charities For 2019 there is change and we have 3 options that Participants can choose from. 1) Self Funding Option (as a reference point) Full Participant Fee 100km (Full): km (Half): km (Quarter): 79 2) Minimum Sponsorship Option - (Low Reg Fees for the best& committed Participant Reg Fee Min Fundraising Cost to Charity * fundraisers) Min Income/Cost Ratio 100km (Full): 15 50km (Half): 10 25km (Quarter): *Note - Cost to the Charity includes VAT.50% of the Participant Place Cost (to Charity) is treated as Event Cost and includes VAT at 20%, and 50% is treated as Advertising Services Fee associated with recruitment, and is exempt. 3) Mixed Funding Option - ( You pay 50% of Self Fund cost - Charity pays 50% Lower fundraising) Participant Reg Fee Min Fundraising Cost to Charity ** Min Income/Cost Ratio 100km (Full): 99 50km (Half): km (Quarter): ** Note - 100% is treated as Advertising Services Fee associated with recruitment, and is zero rated for VAT Also Note - Runners Promo Package (price to charity) = 33.3% discount (1/3 rd ) off Min Sponsorship or Mixed Fund Non-Listed Participating Charity 2019 details This option really just suits charities that don t want to be actively involved with the Ultra Challenge Series (as they are not listed or promoted in any way) but will accept participants if they are the nominated charity, and therefore are not seen to let them down. Of course the charity still benefits from the associated fundraising. Participating Charities get sign up registrations forwarded to them (securely / password protected) A Participating Charity can select to become a listed Charity if they change their mind. Participant Registration Fees are as per Listed Charities (set out above). Cost to Charity (for Participant Places) 4

5 are higher than for Listed Charities and include VAT at the full rate (Minimum Sponsorship option for 100km / 143 for 50km / and 88 for 25km. Mixed Funding Option for 100km / 78 for 50km / and 48 for 25km (prices include VAT at the full rate of 20%) Our Participant Process: 1: The participant pays a registration feee online (this pays, in-part, for their place on the Challenge) and can select a Listed Charity to fundraise for. The Participants details are forwarded to the charity. 2: By registering, the participant has committed to the fundraising target (either under minimum sponsorship or mixed funding). 50% of this target is due 6 weeks prior to the Challenge and should come straight to the charity via Justgiving (not through Action Challenge). 3: The charity contacts the participant to help with fundraising/send any welcome packs and makes a note of where any fundraising pages are. It is a good idea to keep in contact with your supporters throughout their journey. 4: 8 weeks prior to the Challenge, Action Challenge will the charity a list of their registered participants these are called PHASE 1 Participants. Action is required at this point and must be undertaken no later than 6 weeks prior to the Challenge. The charity must CANCEL any participants who may not have not reached 50% of their fundraising target (Action Challenge will then ask them to pay the remaining costs themselves and there is no cost to the charity). The charity must CONFIRM all participants who have reached 50% of their target or all the participants that they want on the Challenge (that is the charity s decision ultimately even if the initial 50% target is not met)) 5: The charity is then invoiced for each participant they have confirmed (costs can be found on the attached) payment is due 2 weeks prior to the Challenge. 6: The remaining 50% of the participant fundraising (plus any extra) is due with the charity 4 weeks after the event. Timeline Registration is now live and we have Early Bird promotional deals now on and ideally want our Charity partners in place as soon as possible so that they can be incorporated within our launch activity and also to give you the optimum time for recruitment. Contact Pippa on , or Pippa.Steffell@actionchallenge.com if you have any questions or want to arrange a meeting to discuss the full Challenge Partner option (as we still have spots available). Action Challenge, London September